Samsung Rex promises to bring ‘your world’ along

Samsung has rolled out a new campaign for its new smartphones, the Rex series.

The commercial created by Cheil Worldwide features a colourful carnival procession. Showcasing friendship, relationships (a marriage procession) and opportunities (jobs) as part of this carnival, among other slices of life, the film goes on to make the point that with the Samsung Rex, everything one desires in life and needs is a touch away through an app on the smart feature phone. It ends with a voice over, ‘Ab jahan aap chalo, poori duniyan chale’ (Now, wherever you go, take the whole world with you).

Commenting on the TVC, Varun Arora, executive creative director, Cheil Worldwide, said, "The premise of the commercial is that Rex, armed with several applications, opens up the world for its users. For years, commercials have demonstrated the use of apps with flying icons etc. Samsung's point of view is different. Every important app helps you build a bond with other people. Be it Naukri, Shaadi, Wikipedia, or Ebay. It’s the people behind the icons that really matter."


Credits:
Client: Samsung
Agency: Cheil Worldwide
Account management: Saurabh Mathur, Chandramouli Prasad, Srijeet Das, K. Alexander Thomas.
Creative: Varun Arora
Production: Asylum Films