New Samsung TVC from Cheil takes ‘Y’ smart to next level

01 May,2012

By A Correspondent


Cheil’s latest television commercial promoting the Galaxy Y DUOS is an extension of the earlier campaign that drove preference for the Samsung Galaxy Y Smartphones and set the pace for Gen Y to make a shift from feature to smart phones.


Once again Samsung has created a buzz in the market by launching the Dual SIM Android phone – Galaxy Y Duos (GT-S6102), a touch-screen dual-SIM Smartphone. It has 3.14″ screen with QVGA resolution and an 832 MHz processor.


For Cheil the launch of the Samsung Galaxy Y Duos was an ideal platform to carry forward the DNA of Galaxy Y and at the same time display the benefit of a Dual SIM Android phone.


Speaking about this new commercial for the Galaxy Y series, Alok Agrawal, COO, Cheil Worldwide SW Asia said,  “Galaxy Y is a great franchise which we’ve built by riding on an insight where we have divided the world of tech into the have and have nots. Smartphones is the way forward in the mobile category and the market is in an exciting phase. This is the second campaign from Galaxy Y and we are looking ahead to more exciting work in this space.”


Cheil’s communication clearly shows the protagonist with Samsung Galaxy Y Duos demarcating the world between the have and the have nots and the need to be smart and have a smart phone in life.


The new TVC created for Samsung ‘s new smartphone is set in a cafe showing a young girl with the new Galaxy Y Duos putting an irritating loud mouthed character in his place. As before, the communication ends with the antagonists being teased with a simple question “Dual SIM hai aur samsrtphone bhi, lekin aap ke pass nahin hai…Uncle?”.


India’s mobile phone market is witnessing exponential growth and the smartphone market has gained traction with every mobile handset manufacturer offering smartphones at various price points and service providers providing lucrative data plans to entice the consumer to use email, apps etc on their phones.


In this growth story, Samsung mobile has emerged as the No. 1 Smartphone brand inIndia. Samsung’s positioning is no surprise as it understands the consumer and develops smartphones to cater to the needs of all types of users. In 2011, the Galaxy Y series were launched though a successful campaign of TVCs that clearly focused on the youth of today- confident and courageous to take up challenges and solve them in their own unique ways.


This TVC is part of the line up of an exciting range of products where Cheil Worldwide is actively involved in building communication across 360-degree consumer touch points, that offer a high degree of excitement and creating buzz for the brand.


Client: Samsung electronics India Limited

Agency: Cheil Worldwide SW Asia

Creative Team: Varun Arora, Dinkar Porwal, Vishal Sagar

Client Servicing team: Srijeet Das, Soma Chatterjee, Shruti Nanda, Chandramouli Prasad

Production House:Code Rd

Directed by: Gajraj Rao


Cheil Indiahas 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 inIndia, 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.


Post a Comment 

Comments are closed.