Samsung and Cheil Worldwide SW Asia Bring Ocean to Desert in Colorful Spot

Samsung has launched its curved TV campaign in India with a fun, colorful TV spot created by Cheil Worldwide SW Asia that brings the ocean to the desert –to the delight of awe-struck children.

The goal of the spot is to highlight the diverse viewing experience of the Curved TVs, said Kundan Joshee, Sr. Vice President, Cheil Worldwide.

“With Samsung Curve TV, we already have a differentiated product; our challenge was to present a fresh perspective and align it with the brand’s promise of delivering outstanding viewing experience,” said Joshee. “The simplicity of the thought has been crafted into a visual spectacle making it memorable content.”

“Advertising for televisions always talks about product attributes; better colours and sharper pictures being the usual suspects,” said Navin Theeng, Group Creative Director, Cheil Worldwide.

“So for Samsung Curved TVs, we decided to go beyond that and incorporate an emotional arc. It is the story of children who live in the desert experiencing the wonders of the ocean for the very first time,” added Theeng.

“The product differentiator, the unique curved design of the TV, comes across subtly in the design of the dome-shaped aquarium. What has added to the charm are the wonderful lyrics by Swanand Kirkire and the feel of the desert that Mame Khan’s singing has brought about.”


According to Samsung: “Curved TV celebrates a major milestone in design, delivering surround view experience with greater depth and superior picture.”

Ad Credits
Creative Team: Navin Theeng, Jayant Mathew, Debmalaya Mitra
Account Management: Kundan Joshee, Mohit Mishra, Vikas Negi, Nitin Malik, Disha Mehndiratta
Director (of the TVC): Corydon Wagner
Exécutive Producer & Producer: Anuradha Sachdev & Dalbir Singh
Production House: Kiss Films
Post production studio: Laposta, L.A.
Music Credits: Pankaj Awasthi
Lyricist: Swanand Kirkire
Singer: Mame Khan

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