Samsung India has rolled out its launch TVC for its latest mobile offering - the Galaxy Grand. The TVC created by Leo Burnett went on air on 16 February.
The commercial targets the mid segment that aspires to own a Smartphone but have budgetary constraints. It also aims to establish Samsung’s leadership in the Smartphone segment in Indian market.
The TVC begins with the protagonist- a young male professional who says that he loves to live the ‘Grand’ life and that it starts with the big screen. He rides a bike that he parks and then films the scenic mountains with his Galaxy Grand mobile. While doing so, he says that he likes to travel to places where mountains kiss the clouds. In the next shot he is shown clicking pictures of the kite his friends are flying on a roof top. He then shares the image. The next frame shows him seated on a plank hung from a mountain top and watching movies on his mobile; he says that is his special seat reserved for movie screenings. The voice over says “presenting the new Samsung Galaxy Grand –Smartphone experience redefined,” while the TVC shows the mobile and highlights its features.
Rahul Saighal, chief marketing officer, Samsung India, said, “The Galaxy Grand redefines Smartphone experience for consumers and this wonderful proposition of the device is what this ad seeks to communicate .The ad brings out the superior performance and features of the Galaxy Grand in an aspirational manner along with the superior value proposition that it provides. The richness of the visuals communicated through a personalized narrative bring alive the wonder of the device for viewers.”
On the campaign, Sainath Saraban, executive creative director, Leo Burnett, said, “The commercial developed for the phone is about a person who steps out of his routine office life to a life where he enjoys grand experiences with the phone. Each experience stemming from one of the features of the phone. The story has been treated in a manner where the phone becomes an initiator for our protagonist into these experiences.”
Client: Samsung India Electronics Ltd
Creative agency: Leo Burnett
Creative team: Sainath Saraban, Sumit Negi
Account management: Ravpreet Ganesh, Ankur Bora, Rohan Bharel
Account planning: Megha Deorani
Production house: Cutting Edge Pictures
Director: Julien Trousselier
Producer: Billoo Sandhu
Executive producer/Associate producer:
Director of photography: Daniel
Music director: Rupert
Post house: After Post