Samsung's new campaign for washing machines targets premium segment

After its recent campaign for its Metro range of mobile phones, Samsung has unveiled its latest campaign, this time for its Diamond Washing Machine. Created by Samsung's creative agency Cheil Worldwide, the campaign aims to put the Diamond Drum technology of the washing machine.

Speaking to Campaign India, Vedobroto Roy, creative director, Cheil Worldwide says, "Everything in our wardrobe has some kind of an emotion attached to it. That is the sole reason it is still in our closet. Our favourite clothes have either been bought after a lot of deliberation, or it may have been love at first sight. It may be gift from a loved one who has imagined you looking nice in it and gifted it to you. There may also be a few that have a lot of fond memories attached to it. Whatever the reason, all our clothes need to be cared for and preserved. The Diamond Drum does just that and that is what we wanted to establish in the TVC."

Watch the TVC here:

Samsung Washing Machine from Campaign India on Vimeo.

The TVC features an independent, urban woman as the main user of the washing machine -- a woman who is very different from the 'homely' woman audiences generally tend to see in home appliances ads. Commenting about this, Nitin Makdani, business head, consumer electronics, Cheil Worldwide said, "Our core TG is YMC (Young Minded Consumers), who do not just seek Value for Money, but are genuinely interested in products with the latest technology, which are also aesthetically designed. And they are ready to pay a premium for the same."

"The woman portrayed in our TVC is one, who shall not just fall for diamonds, but would value the emotions attached to special gifts meant for loved ones. This new age woman is confident and would give her best for the world and the relationships around her."

Adds Roy, "In this particular commercial, we wanted to take a departure from the regular, towel washing housewife we have grown so used to in regular washing machine commercials and showcase the modern ‘lady of the house’ who makes her own decisions and stands by it."

Makdani adds, "We want to establish the premium end of our washing machines in the mind of prospects, and ensure that the unique feature, Diamond Drum, sticks in their mind, by telling them "...And you thought just Diamonds are women's best friends".

The media mix for the campaign consists of TV, outdoor and POS. The creative team behind this commercial includes Prathap Suthan and Roy. The film has been shot by Abraham Cherian of The Reel Company.