Mumbai: Samsung India recently launched its QLED TV Campaign in India. Envisioning entering the heart of every Indian, the emotional campaign focuses on the ‘Technology of loving’ where Samsung technology is bonding the families together.
Conceptualised by Cheil, the TV campaign went on air from 1st September in over 50+ channels across all genres and will continue till end of this festive season.
Samsung believes QLED TV is ushering in a new era of Lifestyle TV offering a unique viewing experience that brings families closer. Samsung QLED TV’s true-to-life picture quality, smart features that facilitate access to today’s limitless content and beautiful design that gives the freedom to put the TV wherever their lifestyle demands, promises it to be ‘The Next Innovation in TV’.
About the campaign
One of the most beautiful things in this world is – A Father & Daughter relationship. The bond that they share is very unique, special and grows stronger with the time. It’s rightly said that a daughter can never outgrow a father’s heart. Wherever they are, their love only grows stronger.
The film follows the journey of a young girl passionate for football, aspiring to become a footballer and how she battles against her father’s choice and goes on to becoming a winner. The campaign elicits different emotions of a girl and culminates into a touching scene with the father finally crying while seeing his daughter win the match. One can feel this love comes alive on Samsung QLED TV.
Ranjivjit Singh, Chief Marketing Officer, Samsung India said, “For the QLED TV campaign, we were inspired by the stories from some of our customers. They told us how Samsung TV is an integral part of their family as it is a witness to various emotions that the family experiences. Be it a nail biting cricket match or a tearjerker movie or the success of a family member in a reality show. We wanted to have a different approach this time for our ad. Instead of showing the latest features of our TV, we wanted to tell our audience how Samsung TV brings alive these emotions. Cheil chose to depict the special relationship between a father and a daughter and the role that Samsung TV plays in strengthening this bond.”
Speaking about the campaign, Sagar Mahabaleshwarkar, Chief Creative Officer said, “While product advertising exists, Samsung has been consciously shifting towards emotional storytelling. Taking forward the brand’s direction, this campaign delves into one of the closest human relationships – that of father and daughter. The beauty of the campaign is how the product and human relation has been inter-linked without really boasting about it. It is being well received by consumers and we hope it continues to be appreciated across markets beyond India.”
Kundan Joshee, Sr. Vice President, Cheil SWA added, “With Samsung QLED TV, we already have a differentiated and most sought after product; our brief was to build an emotional connect with the consumer underpinning Samsung’s technological innovations. We had to align with brand promise of delivering outstanding viewing experience. The simplicity of the thought has been crafted into a beautiful story making it heartwarming content.”
Samsung QLED TV Campaign link:
Client: Samsung India Electronics Pvt. Ltd.
Creative Agency: Cheil Worldwide SW Asia HQ
Creative Team: Jaehyuk Jang, Alex Kim, Sagar Mahabaleshwarkar, Somenath Chakraborty and Damodaran Krishnan
Account Management: Byung Gon Park, Kundan Joshee, Mohit Mishra, Vikas Negi, Somya Nanda and Akshat Dwivedi
Director (of the TVC): Amit Sharma
Producer & Associate Producer: Poonam Wahi and Mithun Chakraborty
Post Producer: Mithun R Shaw
Production House: Chrome Pictures
Post Production Studio: Splice Studioz, Mumbai
Music Credits: Clinton Cerejo
Lyricist: Kausar Munir
Singer: Shilpa Rao
DOP : Tassaduq Hussain
TVC Details :
Working title of film: Samsung QLED TV – Soccer Film
Duration: 90, 60, 45 & 30sec edits
Campaign launched from: 1st September 2017