In a bid to promote its foray into the entry-level hand-set segment, Samsung Guru200, Samsung Telecom has rolled out a TVC "targeting students, price seekers in urban areas and users in small towns," said Sunil Dutt, country head, Samsung Telecommunications.
Built around the brand positioning, "Next is What?", the spot highlights the FM recording feature of the handset. The 30-second commercial starts with a RJ announcing a French love song requested by Guru Guide from Rajasthan, surprising everyone as to how he understands such songs. The ad cuts to a radio station where an RJ is announcing the next request which is again by the Guru Guide, this time requesting an Italian Love song. The shot then cuts to the guide with GURU200 in his hand and looking at an Italian tourist playing that song and getting her attention. The voice over then announces the key feature in the new GURU 200 which is FM Recording keeping in line with Samsung's 'Next is What' campaign.
Developed by Cheil, the spot has been shot in India and will run over the period of two months.