| Client: |
| Samsung |
| |
| Media
used: |
| Television |
| |
| Creative Team: |
| Nima DT Namchu, Navin Theeng, Kaushik Saha, R Shiva Kumar, Piyush Jain, Saurabh Sabiki and Deepak Bisht |
| |
| Storyboard: |
Showcasing a modern lifestyle in the film Samsung narrates the story through a lighthearted, yet emotive interaction between a young couple. It goes on to elaborate the attributes and benefits of changing to the new range of the ultra-stylish frost-free Samsung smart refrigerators that are equipped with Samsung’s revolutionary digital inverter compressor.
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| Product
category: |
| Electronics |
| |
| Agency: |
| Cheil Worldwide SW Asia |
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| Production
house: |
| Lemon Yellow Sun Films |
| |
| Purpose of
the ad: |
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The idea behind the campaign came from the simple insight - the inertia towards changing the refrigerator in most Indian households. Most refrigerators are known to have an average shelf life of 11 years and being in working condition is one of the major barriers to purchase or change to a new one. Samsung wished to break this notion and make the consumer to move out of 'status quo' and move up to products that are 'in'.
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