It's about being smart: Cheil's new ad for Samsung refrigerators

Samsung India has released a new TV-led campaign for its SMART range of regrigerators. Created by Cheil India, the new TVC aims to showcase a fresh take on upgrading one’s lifestyle in keeping with new technology, and stems from a simple insight - the inertia towards changing the refrigerator in most Indian households.

Speaking about the campaign, Kundan Joshee, senior VP, CheilWorldwide SW Asia said,“Samsung is known for its high innovation quotient in keeping with consumer lifestyles and trends. Our starting point was to create differential communication retaining the category codes. This was about moving out ofstatus quo, making a SMART choice and moving up. We believe that this conversational and warm execution of a simple idea will deliver for the brand.”

The film opens to a couple in a plush apartment. The man points to a chair and claims that it is very boring. With a snap of his fingers, the chair turns into a new, cool one. The woman looks at the chair and says it is perfectly fine, and she restores it with a click of her fingers. Next, he looks at a lamp and changes that to a stylish one. Again, the woman changes it back claiming it is perfect as is. She goes on to say, that if he wants to change anything, he should change their old refrigerator into a new one. Cue the Samsung SMART Refrigerator.

Watch the TVC here:

Said Nima DT Namchu, Chief Creative Officer,CheilWorldwide SW Asia on the campaign, “This is a simple and engaging communication designed to make the consumer give the choice of refrigerator a serious thought and go for a brand that truly “upgrades” their lifestyle.

CREDITS

Client: Samsung Electronics India Limited

Brand/Product: Samsung SMART Refrigerators

Agency:CheilWorldwide SW Asia

Chief Creative Officer: Nima DT Namchu

**Creative Team:**Navin Theeng, Kaushik Saha, R Shiva Kumar, Piyush Jain, Saurabh Sabiki and Deepak Bisht

Integrated Services Team: Kundan Joshee, Mohit Mishra, Rohit Verma, Jatin Khanna and Gurbani Ahluwalia

Production House: Lemon Yellow Sun Films

**Directed by:**Vinod P Nair

**Producer:**Shabbir Motiwala