Consumer durables major Samsung has launched a TVC for its latest range of refrigerators. The commercial has been created by Leo Burnett. The film promotes the new range of refrigerators with digital inverter compressor, which comes with a 10-year warranty. It went on air in mid-March and will run until May.
The TVC opens with a shot of the door of the Samsung refrigerator with a collage of pictures on it. The camera freezes on one picture window on which the visual keeps changing, chronicling momentous events in the family. The first image has a group of youngsters seated on a sofa. Soon, the protagonist and one of the men in the picture fall in love and get married. The next image is of the couple dressed in their wedding finery. These are followed by images of holidays and travel. It goes on to show the arrival of a baby in the family, with the last vignette picturing the family at a park. The voice over conveys that while life will keep changing, the new Samsung refrigerator will stay as good as new thanks to the compressor and the 10-year warranty on it.
On the campaign, Sainath Saraban, executive creative director, Leo Burnett, said, "The new Samsung refrigerator TVC brings alive the journey of the lady's life in its various stages. The refrigerator door is like a constantly evolving collage of her everyday life. It captures the various life stages she is in and the relationships she values, - all symbolised by fridge magnets, pictures, drawings, notes etc. Hence the idea was to showcase how the new Samsung refrigerator with its digital inverter compressor and 10 year warranty becomes a part of her daily life for years acting as her whiteboard. A really beautiful jingle and the use of stop motion really brings all of that alive really well."
Client: Samsung India
Creative agency: Leo Burnett India
National creative director: KV Sridhar
Executive creative director - Sainath Saraban
Client servicing: Ravpreet Ganesh (Business unit Head)
Servicing team: Sangeet Bhatia
Production house: Canvast Films