Cheil's TVC for Samsung Washing Machine rides on Women's freedom

The idea behind the campaign was to bring back the fragrance of freedom and cheer in a woman's life by freeing her from the chore of washing clothes. This film is about the innovative Eco Bubble Wash technology and how Samsung takes care of the scrubbing, so women don't have to do it.

The film is contemporary, clutterbreaking and brings together three most important elements that of making a very strong and emotional connect with the woman of today, making the Samsung brand speak in a feminine tone and finally capture "bubbles' which Is the offering. The treatment of these elements is indicative and reflective of the modern Indian woman whether housewife, working or single.

To best enunciate the essence, Priyanka Chopra has been chosen as the brand ambassador. The choice was articulated by the research conducted by Cheil, wherein, the consumers found her demonstrating sensibility, smartness and individuality and therefore in sync with the brand.

The film's extraordinary play with bubbles,depicting the gentlest of ways delivering fresh beautiful clothes and the breaking of the bubble signifying freedom also demonstrates Samsung's contemporary lifestyle technology that is set to provide new experiences for today's woman. Brand ambassador Priyanka's play with the bubbles is both aspirational and insightful representing what the modern Indian woman is seeking, giving her that time for herself whilst technology takes utmost care of her second skin.

Speaking exclusively to Adgully, Alok Agrawal, COO, Cheil WW SW Asia said, "The strategy is based on the fact that women want to usually be independent and do other things and doesn't want to be tied down with the household routine. Freedom becomes a motivation for women to experiment new things. It is a well executed marriage of consumer expectancy and technology." | By Janees Antoo [janees(at)adgully.com]