Heart is where your mobile is, says Samsung Guru's new campaign

Samsung Mobile has released a new television campaign for its Samsung Guru range of cellphones. The campaign features brand ambassador Aamir Khan and is currently on-air during the IPL.

The campaign has been created and executed by Samsung's creative agency, Cheil Worldwide.

Commenting on the campaign, Vedobroto Roy, creative director, Cheil Worldwide said, "The brief was to connect with the target audience at an emotional level and to give him an idea of what kind of power he holds in his hand. Or in this case, in his pocket!"

Roy added, "A phone today, has gone far beyond its physical attributes of a communication device. On an emotional note, it is today a device that has brought far...close. It is an instrument that cultivates relationships. A device, which today, is an extension of its user. A friend, buddy and a bonder! This emotional aspect is what we tried to bring out in this campaign."

The TVCs have been directed by Anurag Kashyap.

View TVCs now

According to Roy, despite the clutter in advertising among mobile handset brands, it is not really a challenge. He said, "Though there are a plethora of companies investing in the business of selling their handsets, Samsung Mobile stands differentiated. It has been a challenger brand...forever innovating and raising the quality standards for the rest of the market to follow. What is difficult, is to engage my consumer long enough to make him feel special. In an age of 'been there done that', story telling becomes increasingly important. The campaign is for a Samsung Mobile sub-brand, Guru. It is in a price-range/segment which is extremely competitive and the features exist across. To grab my consumer's attention is the big challenge."

Besides using television, Samsung is using both outdoor and print media elaborately.

Credits
Project: Samsung Guru range
Client: Samsung Mobile
Agency: Cheil Worldwide
Creative director: Vedobroto Roy
Copywriter: Vedobroto Roy
Art director: Umesh Rawool
Production house: Red Ice films
Director: Anurag Kashyap
Post production studio: Prime Focus