Conceptualised by Cheil, the campaign film, which shows a modern, young, evolved working woman gifting her mother a refrigerator that runs on both inverter and solar power for a better, improved and hassle-free life, has gone viral with over 50 million views on YouTube in the first 20 days of its launch.
“This heart-warming campaign shows the strong bond between a mother and daughter. The campaign showcases the brand ethos of Samsung of caring about consumers at every step and bringing in innovative technologies to solve real life problems. Through this emotional story, we wanted to communicate how our new refrigerator line runs non-stop on the home inverter, making life better for a modern young Indian women. The campaign crossing 50 million views on YouTube in India is a testimony of consumer love and trust in brand Samsung,” said Ranjivjit Singh, Chief Marketing Officer, Samsung India.
In the film, the mother is seen entering the daughter’s house while she is away at work. The mother brings with herself kheer that she has prepared lovingly for her daughter. She keeps it in her daughter’s fridge for her to enjoy when she is back from work. Just as she is leaving, there is a power cut. When the daughter returns home the power outage is still there but she is elated to see the kheer in the fridge. She calls her mother to appreciate her love but the mother is concerned that the kheer might have gone bad because of the long power cut. It is here that the daughter tells her not to worry because her new refrigerator even works on the home inverter.
The 60-second film focuses on a real life situation, of the difficulty faced by individuals when food gets spoilt due to power cuts during summer months. The film captures a young working woman in conversation with her mother that touches hearts with different emotions of joy, love and care.
The end of the film shows the daughter buying a similar refrigerator for her mother, hoping that the refrigerator takes care of her mother like her mother takes care of her.
“Samsung is a brand that stands for innovation. The task at hand was to show how this offering of a refrigerator that runs on an inverter can make a world of a difference in the consumers’ life, in a very real way. This film is crafted in a way that makes the viewer feel that this is a situation straight out of their lives. The narrative beautifully connects the ad to its viewers and we are seeing a lot of positive response to the campaign. We hope to garner more brand love through this emotional campaign,” said Aneesh Jaisinghani, Executive Creative Director, Cheil India.
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