Cheil WW SW Asia's Samsung Galaxy Y & Wave Y TVC: Rekindles the fire for Smartphones for Generation Y

Today, the Smartphone market stands at 7% of the total volumes and Samsung Galaxy and Wave are Android and Bada based Smartphones respectively in the Samsung mobile portfolio which has phones across platforms ranging from Android to Bada to Windows. The success of the Samsung Galaxy Ace & Pro campaigns earlier this year made it imperative to set a higher benchmark as with Galaxy Y & Wave Y the consumer now has access to Samsung's widest range of Smartphones.

Samsung Galaxy Y not only comes with the Android 2.3 Gingerbread but draws your attention with a faster 823 Mhz Processor, large 3" QVGA screen, 3.5G &Wi-Fi, 2 MP camera, expandable memory up to 32GB and much more. The Wave Y comes with the new Bada 2.0 platform, powerful 832MHz processor, large and wide 3.2" HVGA Screen, ChatON messenger, NFC, Wi-Fi Direct, Bluetooth 3.0 and even more.

Gen Y was the obvious choice to target our communication, but the challenge lay in what next? Our research led us to the insight "Aapke pass nahin hai kya¦?" which was gained through our interactions with college students and newbie executives. Today's Gen Y is extremely serious about experiences gained through college and early years of their career, as that's what shapes their future; greatly influenced by their peers and not wanting to be left behind they are also the earliest adopters of new technologies. All these inferences matched with what was being offered by the new Samsung Smartphones Samsung Galaxy Y & Wave Y and presented us with the opportunity to lead the consumer to make a shift from feature phones to an accessible Smart phone. With the - Now you have the freedom to Change to Smart concept we have rekindled the fire for Smartphones for Generation Y.

In keeping with our findings we created three mind-tickling commercials, which address the need to be smart and have a smart phone in life. The commercials are centered on the life of the TG - one is set at a ""chai ki tapri', the second one opens in an office and the last story unfolds in a classroom. The films are a depiction of two sets of people between the have and have not's. They end with the ones who have a Smartphone, tackling a situation by simply using the Galaxy or Wave Y Smartphone. That's is not all, in the end when the antagonists show their interest in the phone they are slapped with a simple question "Aapke pass nahin hai kya¦?"

These TVCs are part of the line up of an exciting range of products where Cheil Worldwide is actively involved in building communication across 360-degree consumer touch points, that offer a high degree of excitement and creating buzz for the brand.

Agency: Cheil Worldwide SW Asia

Executive Creative Director (Copy): Varun Arora

Client Servicing team: AVP- Chandramouli Prasad, CSD ' Srijeet Das, AAD- Soma Chatterjee

Directed by: Arun Gopalan

Producer: Rana