Cheil creates "Share Many Worlds with One Tab" TVC for Samsung GALAXY Tab3

Cheil India’s (Cheil Worldwide SW Asia HQ) latest television commercial promoting Samsung’s GALAXY Tab3 drives preference for the GALAXY Tab3 as a device with which one can share many worlds! The TVC went on air on 19th September 2013.

Samsung’s GALAXY Tab3 arrived in a cluttered market space where Tabs have been around for a while required differentiation and distinctive positioning. In order to do this, the Cheil India decided to leverage its unique multi-window feature, whereby one can enjoy and experience two things at the same time. In fact the GALAXY Tab3 is the only product in the category that comes with this feature.

The task was to create a sharp differentiation for GALAXY Tab3 by dramatising usage in a unique manner. The TVC shows different sets of people with diversely different emotions, using a single Tab between them.

Yes, this is possible!  Two people on two different windows on the GALAXY Tab3 can come together and share a moment!  This new TVC for the Samsung GALAXY Tab3 brings in a point of view - Many Worlds. One Tab.

Rahul Saighal, CMO, Samsung India, said, “The GALAXY Tab3 is all about the joys of experiencing different things while being together, thanks to the multi-view feature of the Samsung Tab 3. All the different moments and situations in the film depict togetherness of two different individuals, hence the proposition, Many Worlds. One Tab.” 
Commenting on the campaign for Samsung GALAXY Tab3 Nima DT Namchu, Creative Head & Executive Creative Director, Cheil Worldwide SW Asia said, Asia said, ““The TVC developed for the GALAXY Tab3 is all about coming together with this innovative device. The montage across the film, be it the twin girls, the two boys on the metro or the grandfather, is all about bringing together two disparate people (heads joined together being the visual interpretation) to communicate that two people on two different windows can come together and share on a single device.”

The TVC commences in the green room, where the girls, though twins, are poles apart – One dressed in white and the other in black. And this difference is accentuated by the emotions that they display on screen, one is sobbing and the other is looking really pleased with herself, a happy mirror to her twin who is sad. She at one point realizing that her is twin is sobbing, looks up at her with an enquiring look and gives her a nudge as if to say “hey! Don’t be sad”…

This is followed by a sequence in the metro, where we see two friends traveling together. One, has a guitar perched next to him seems to be engrossed in his own world with the headset on his ears, tapping his foot to a beat only he can hear. The other, wearing a sports jacket, seems to be intently looking down at something not visible on screen. Suddenly there’s a loud, disappointed outburst, which disturbs the otherwise monotonous individual journeys of metro travelers and even his friend, and realizing this, the one in the sports jacket looks quite sheepish. His friend then looks up only to dismiss his outburst as if it were a normal thing to do.

The setting then opens on to a park to this little girl looking around a little bored as her grandfather seems to be reading something attentively with a frown on his face. The dissimilarity and difference between the two here is in terms of age. She then distracts him by pulling on his beard playfully, upon which he draws her closer. It is at this moment that we realize that he has been reading an article on stocks, and that he uses the unique multi-window feature of the Samsung GALAXY Tab3 to open a second window and play an animation film for the little one to enjoy while he continues to read articles of his own interest. The film pulls back to see her rest her head on his shoulder and watch her animation film in excitement.

Here is when the mystery of the disparate reactions in the other sequence also becomes apparent, when the film cuts back to show the twins sequence where the sobbing of one was as a result of watching an emotional film and the joy with the other was due to shopping online on the same tab, on side by side windows. And in the case of the metro travelers, the music fan is listening to an album on the tab while the sports fan is reading up on a match update.

CREDITS
Client: Samsung Electronics India Limited
Brand/Product: Samsung Galaxy Tab3
Agency: Cheil Worldwide SW Asia
Creative Head & ECD: Nima DT Namchu
Group Creative Directors: Anupama Ramaswamy, Simran Sahni
Client Servicing Team: Kundan Joshee, Aarti Malhotra
Production House: Purple Vishnu Films
Directed by: Sainath Chaudhary