After Samsung roped in Priyanka Chopra as their brand ambassador for their washing machines, Cheil Worldwide has created their first TVC that features the Bollywood actress.
The TVC for the washing machine talks about the ‘EcoBubble generator technology’ provided by Samsung which helps women abolish the need of the chore of scrubbing before they wash clothes. The film shows Chopra playing with a bubble on top of a building before she jumps off the building to be a part of one. While in the bubble, she provides the voiceover for the ad by saying, “Fun, freedom and a million bubbles, new Samsung washing machine with the innovative bubble generator. Clean the toughest of stains, protect the softest of clothes, turn on Bubblewash.”
Commenting on the idea behind the TVC, Alok Agrawal, chief operating officer, SW Asia, Cheil WW, said, “Samsung set an ambitious objective to take a leadership position in the front load washing machine category with the introduction of the bubble wash technology, which is a great improvement in delivering better cleaning with less wear and tear.” On Priyanka Chopra’s appointment as brand ambassador, Agrawal added, “A detailed study was undertaken by Cheil where we found that Priyanka best personified the modern outlook of a confident, successful and capable Indian woman who values her individuality and freedom, aspiring to newer experiences. Respondents found a great level of synergy in the star and the brand's personality. Priyanka best epitomises the values of the brand, contemporary, innovative, aspirational and friendly.”
WATCH TVC here
The TVC will be on air for a period of 12 weeks with the option of it being extended depending on the response. The campaign is spread across media like TV, Print, OOH and Retail. “An interesting extension into digital will follow soon. Watch out!”, said Agrawal.
Agency: Cheil Worldwide SW Asia
National creative director: Prathap Suthan
Senior creative directors: Copy: Prathap Suthan; Art: Pavitra sharma
Planning team: Lubna Khan and Vartika Sahwney
Client servicing team: Santhosh HS, Smriti Thakur, Anish Thakur
Production House: Show and Tell
Directed by : Peter Maguire
Director of photography: V Manikandan
Animation and design: Johnny Soko and the flying robots design pvt. ltd