Samsung India has unveiled a new campaign to promote its latest line of air conditioners, featuring brand ambassador Priyanka Chopra. Promoting its ability to destroy most kinds of viruses, including H1N1, the new commercial talks about the how even walled homes are not virus free. Samsung's in-house agency Cheil Worldwide SW Asia has worked on the campaign.
Watch the TVC here (story continues below)
In a bid to depict the presence of viruses inside houses, the commercial shows Priyanka Chopra walking on to a street where she can see people going about their domestic chores behind invisible walls. A voiceover explains the need to protect yourself from airborne viruses which are present even inside closed houses and talks about the Virus Doctor technology of Samsung air conditioners and its benefits.
On the new campaign, Ruchika Batra, general manager - South West Asia, Samsung, said, “All through our campaigns in the past as well, we have been promoting unique features of our products like stabiliser-free usage and automatic cooling as per sleeping pattern, etc. For the new line of air conditioners, we decided to follow a similar route and promote the USP of this product which is the health benefit, a feature that has not been talked about in the past.”
“We wanted our communication to show that we go beyond just cooling to eliminate viruses as well, thus safeguarding people's health. We have adopted a very clear and direct messaging through the commercial, where we inform people that with so many viruses inside home it is as good as being outside.”
The campaign went on-air on March 12 and will be spread across all traditional mediums.
Agency: Cheil Worldwide SW Asia
Client: Samsung India
Creative Director: Shiva Kumar
Production House: Film Farm
Director: Jeanne Louis