Cheil India uses popular nursery rhyme Johnny Johnny to launch Samsung Galaxy’s J series

Cheil India recently released a campaign for the newly launched Samsung Galaxy J series. The campaign establishes the J series as the smartphones that can give you an exceptional 4G experience.

The key features of the product strengths were kept at the core of the messaging developed for this campaign; the J series being the ultimate devise for the 4G network and hence telling the audience that “J hai asli 4G phone”.

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To bring alive the promise of a great 4G experience, Cheil ECD, Anupama Ramaswamy decided to use the age old nursery rhyme of Johnny Johnny to connect with the youth of the country and creating a memorable character of  “The Johnny” who has made a wrong choice while buying a smartphone.

Kundan Joshee, Sr. Vice President, Cheil Worldwide said, “With video and pictures consumption rising there were many issues that the intending consumer is grappling with and having understood them, Samsung has created an array of features that can handle those concerns. Also recently the market has seen the launch of many 4G handsets from diverse manufacturers but the question that needed to be answered is whether they are ideal for experiencing 4G the way it should be experienced! Hence the task that the team had was to cut through the ‘me too’ offerings and bring alive to the consumer the advantage and need for having the REAL 4G experience versus a basic one.”

He added, “The cheeky creative execution we believe is something that is entertaining as well as sharp enough to bring alive the advantage in a compelling manner. Also I am sure “Johnny mat ban” will soon permeate into the consumer lingo and will live beyond the campaign.”

Anupama Ramaswamy, ECD, Cheil India, said, “The idea was to establish the Samsung product superiority story once again, in a compelling and memorable way. So we chose the popular nursery rhyme ‘Johnny Johnny’, and gave it a humorous twist to tell people one thing- ‘don’t be a Johnny’ by being fooled into buying a 4G phone that cannot provide the real 4G experience. Be smart and choose the right 4G phone. I wanted to cast Shahid Kapoor for the films because he brings the right mix of being naughty as well as cool. His youthfulness adds freshness to the execution and bolsters the memorability as well as the reach of the campaign.”

Director Dibakar Banerjee said, “What I liked about this film is how a very basic feature based campaign was turned into something very enjoyable; thanks to this banter between Shahid’s and Vikrant’s characters. What’s also especially interesting is that Anu, the creative director and Sneha, have come up with this very interesting device of the banter which is almost a song but not quite… It’s sort of half sung, half spoken, making it instantly recognizable. These two things will work very strongly to help the films stand out in the category.”

Kapoor said, “Firstly because it’s Samsung. Not only is it one of the best brands in India today, but also worldwide. They have been very selective about who they associate with and that’s something I resonate with as well. Secondly I loved the scripts when Anu from Cheil first narrated them to me. The four films had a very interesting thread running through them, yet were so different in their setting. And I knew I’d have fun making them with Dibakar who is supremely talented.”

Credits –

Music by: Sneha Khanwalkar