New Samsung home appliance TVC brings in “ek fresh soch”

09 May,2012

By A Correspondent


Cheil’s new television commercial for Samsung refrigerators has a new take - ‘ek fresh soch’ on how technology works as an ally in the life of today’s contemporary working woman.


The idea behind the campaign was to introduce the new Digital Inverter Compressor technology in the new range of Samsung frost free and side-by-side refrigerators.


The entire campaign revolves around “ek fresh soch” that has led to happiness across different families. The films are contemporary, clutter breaking and bring together a vital element that of making both technological and emotional connects with the woman of today. The introduction of appreciation from a child is unique as not only does bring to life product features and the benefits also elaborates sensitivities in today’s home and shows how aware children are of their surroundings and their sense of appreciation of little things in their lives. This coupled with Priyanka Chopra’s role-play as the catalyst of change bringing joy into peoples’ lives makes for a great connect with the audience for Samsung home appliances.


Speaking on the creative, Alok Agrawal, COO, Cheil Worldwide South West Asia said: “The new line of refrigerators demonstrates Samsung’s contemporary lifestyle technology that is set to provide new experiences for today’s woman. Our treatment of the campaign and the messaging is reflective of the modern Indian woman whether housewife, working or single. Key brand and product features have been translated into an emotional benefit from a child’s point of view, as expressions of appreciation for changing the child’s life. The creative leverages Priyanka Chopra as the catalyst of the change as promised by Samsung Refrigerators”


Creative credits:

Client: Samsung Electronics India Limited

Agency: Cheil WorldwideSW Asia

Creative Team: Shiva Kumar, Ayon Sarkar

Client Servicing team: Amit Ahluwalia, Gireesh Gupta, Nitin Mahajan

Production House: Fleet Ent. Pvt Ltd.

Directed by: Tarun Mansukhani


Cheil India has been on an aggressive growth plan over the last 2 years, almost doubling its size in its employee strength and billings. Significant expansion and growth has been seen particularly in BTL and Digital areas, making Cheil one of the largest fully integrated single agencies in India, executing some of the largest cross-functional integrated campaigns, providing 360°implementation across all facets of marketing services.


Cheil Worldwide Inc is Korea’s largest and one of the world’s leading advertising groups. Cheil offers a full portfolio of marketing communications services including advertising, PR, sports marketing, exhibition and display production, and production of large-scale performance events. In 2011, Advertising Age ranked Cheil as the #11 largest creative agency in the world.


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