Kids’ conversations communicate Samsung’s product innovation in a campaign via Cheil India

Cheil India recently released 2 TVCs for Samsung Smart Convertible 5-in-1 Refrigerator and Activwash+ Fully Automatic Washing Machine.

The overall campaign is based on an interesting plot of kids’ conversations, through which the product innovation is communicated.

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Samsung is the market leader in the Frost Free Refrigerator Segment and the task was to further strengthen the market leadership in the segment through the Convertible 5-in-1 variant that was launched earlier this year. The product offers 5 different modes of Fridge/Freezer conversions so that the consumers can use the product for their different needs in different occasions.

ActivWash+ Washing Machine is a novelty in the Fully Automatic Top Load category that comes with an additional built-in sink and water jet that lets one pre-soak the dirty clothes and removes the tough stains. And its new magic dispenser makes sure the detergent mixes completely in water to give the users complete wash at one place. The task was to refresh the communication using the 3 USPs as well as maintaining execution consistency with the 5-in-1 refrigerator communication.

Film Description: Refrigerator

On a lazy summer afternoon, a little boy (Arush) tells his friends how his mother can magically increase and decrease the size of their refrigerator as per their needs. While all his other friends believe him, one of them (Happy) chooses not to. Arush asks him to come home and see the magic for himself. At Arush’s home his mom shows Happy and the others their new Samsung 5-in-1 refrigerator and how she uses it’s convertible modes to increase and decrease the freezer and fridge space according to her needs. Happy finally is a believer.

Film Description: Washing Machine

One rainy day, a little boy (Arush) and his friends are enjoying a game of football on their way back from school. To their surprise their team’s goalkeeper (Happy) refuses to dive to save the goal, making it easy for the opponents to score repeatedly. On being questioned by Arush, Happy reveals that his mother gets angry when he dirties his clothes, as it’s tedious for her to wash the stained clothes at different places. Arush smiles and throws the ball to Happy in the process dirtying his shirt, knowing that his mom can wash the stain clothes at one place easily. Arush then takes worried Happy home, where his mother reassures him and shows him how easy it is to wash on their Samsung ActivWash+… at one place. Happy is surprised and happy.

Sagar Prabhakar Mahabaleshwarkar, Chief Creative Officer Cheil Worldwide said, “Our intent was to build consistency in communication of Samsung Refrigerator and Washing Machine respectively. Therefore, we had built uniformity based upon previous refrigerator campaign and not only maintained continuity in characters, but also brought synergy in the story telling pattern. The over arching creative strategy was  to create stories about how Samsung’s simple product innovations create smile at each home and build sustainable brand property for Home Appliances.”

Mohit Mishra, Vice President, Integrated Services, Cheil Worldwide said, “Both Refrigerator and Washing Machine product innovations are designed keeping the diverse consumer needs in mind. The task for the agency team was to ‘simplify the benefit’ and communicate it ‘unambiguously’. Happy to say, we have achieved both and at the same time added to equity that we have built for the Convertible platform for Refrigerators and ActivWash+ as a differentiator on Washing Machines.”

Somenath Chakraborty and Damodaran Krishnan, Group Creative Directors, Cheil Worldwide said, “The most complicated things can be explained in the most simplistic way. We had not one or two but five features to say in one ad, and in order to make sure they were said in a simple yet interesting, fun yet memorable way”.

Credits –

Music Credits: Ehsaan Noorani (Refrigerator) & Dhruv Ghanekar (Washing Machine)