Samsung Celebrates Mother-Daughter Bond in New TVC on Digital Inverter Refrigerators

Bangalore, India – April 11, 2018 – Samsung India has launched a digital campaign showcasing its new Digital Inverter Refrigerators through a heart-warming story of the relationship between a mother and a daughter.

Conceptualisedby Cheil, the campaign film, which shows a modern, young, evolved working womangifting her mother a refrigerator that runs on both inverter and solar powerfor a better, improved and hassle-free life, has gone viral with over 50million views on YouTube in the first 20 days of its launch. 

Link to thecampaign:

 “This heart-warming campaign showsthe strong bond between a mother and daughter. The campaign showcases the brandethos of Samsung of caring about consumers at every step and bringing ininnovative technologies to solve real life problems. Through this emotionalstory, we wanted to communicate how our new refrigerator line runs non-stop onthe home inverter, making life better for a modern young Indian women. Thecampaign crossing 50 million views on YouTube in India is a testimony ofconsumer love and trust in brand Samsung,” said Mr. RanjivjitSingh, Chief Marketing Officer, Samsung India.

 In the film, the mother is seenentering the daughter’s house while she is away at work. The mother bringswith 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 fromwork. Just as she is leaving, there is a power cut. When the daughter returnshome the power outage is still there but she is elated to see the kheer inthe fridge. She calls her mother to appreciate her love but the mother isconcerned that the kheer might have gone bad because of thelong power cut. It is here that the daughter tells her not to worry because hernew refrigerator even works on the home inverter. 

The 60-secondfilm focuses on a real life situation, of the difficulty faced by individualswhen food gets spoilt due to power cuts during summer months. The film capturesa young working woman in conversation with her mother that touches hearts withdifferent emotions of joy, love and care. 

The end ofthe film shows the daughter buying a similar refrigerator for her mother,hoping that the refrigerator takes care of her mother like her mother takescare of her. 

“Samsungis a brand that stands for innovation. The task at hand was to show how thisoffering of a refrigerator that runs on an inverter can make a world of adifference in the consumers’ life, in a very real way. This film is crafted ina way that makes the viewer feel that this is a situation straight out of theirlives. The narrative beautifully connects the ad to its viewers and we areseeing a lot of positive response to the campaign. We hope to garner more brandlove through this emotional campaign,” said Mr. Aneesh Jaisinghani, ExecutiveCreative Director, Cheil India.

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