TCL counts on human emotions to deliver Smart TV experience to Indian consumers

TCL in collaboration with Amazon has launched a new TVC showcasing technology bringing families together in an emotionally charged spot.  The film emphasises the role of Smart TV technology in the lives of its consumers delivered through TCL’s new line of products.

Since it launched in India in June 2016, TCL has had an exclusive partnership with Amazon. The relationship has been very successful and has seen an overwhelming response from the Indian consumer. Taking the partnership further with this TVC, TCL and Amazon have co created a TVC demonstrating the power of smart TV for the Indian consumer in a simple yet efficient manner. Further to its launch on 30^th Dec, the TVC is currently on air.

The objective of the campaign is to build brand awareness among Indian consumers and establish key Smart TV features, while highlighting availability of the TCL brand exclusively on Amazon. The creative thought was based around the insight of the television bringing relationships closer and families together. The warm and endearing narrative was built around the TCL brand proposition of Inspiring Bonding Moments targeting Sociable Young Couples who believe that life is defined by a positive attitude.

Conceptualised by Ogilvy & Mather, the creative shows the television around which multiple family relationships evolve -  a couple watching a film, , a father and daughter bonding over internet memes, and a fun -filled family get together for  warm moments. The core thought is that the most meaningful moments in our lives are those that we share with our families. Treasured memories are created by celebrating, sharing and embracing the moments of life with the people we love. Family activities are an opportunity to grow our relationships, to learn more about each other, to share similar interests, to laugh out loud, to discover new things together, and to have tons of fun. The Television takes centre stage for all of these moments.

Commenting on the film, Ranjith Gopi, Marketing and Communication Director, TCL, said, “The genesis of the TVC was the core idea of the dramatic way the customer is interfacing with the world of technology today. It is all about ‘relationship and family’. Instead of having a very tech-dense communication on the aspects of ‘life’, we wanted to adopt the platform of ‘emotion’.”

He added, “The concept of ‘relationship and family’ lends itself so beautifully to evoke a lot of warm feelings on this aspect. The canvas to exploit this emotive thought is practically limitless. Again, the adoption of smart TV is fairly pervasive across various age and demographic groups. With that as the context, the teams at both TCL and Amazon brainstormed to come up with everyday vignettes that amplify the emotional quotient in these situations. And to reinforce this, we had a very nice and easy-to-understand set of lyrics sung by Nayantara Bhatkal in her characteristic and distinctive style.”

 Ravi Desai, Director Marketing Amazon India, mentioned, “We are excited to collaborate with our exclusive brand TCL and be a key partner in the creation of the Brand marketing campaign. This is the first 360 degree campaign for an Amazon Exclusive in the TV category, reinforcing Amazon as a destination for exclusive products in consumer electronics. The TVC is based on the insight that in this fast paced world we often end up missing out on moments of togetherness, moments of family bonding. This campaign aims to build a preference for TCL as a Smart TV brand by showcasing the product features which are beautifully interwoven within the thought of bringing relationships closer."

Shashanka Chaturvedi of Good Morning Films, said, “With the TCL Smart TV range of products, we had the opportunity to do something a little different for a technology brand. When you look at the market, you see so many ads that showcase shiny new devices changing people’s lives. Our challenge was to make a technology ad do more than that.  When we brainstormed with Ogilvy & Mather, Amazon and TCL, we felt that ‘re-establishing relationships’ is not merely a technology; it is an undeniable instinct that our idea needed to capture. It takes a brave client to agree to a suggestion like that and hats off to the team at TCL & Amazon for taking that bold decision.”  

Kiran Ramamurthy, Senior Vice-President, Ogilvy & Mather Bangalore, said, “In these tech-heavy times when each person carries a personal screen with them, our challenge was to make the television relevant again. Entertainment is best enjoyed when shared with loved ones, and there is no better device to share entertainment than on the range of TCL Smart TVs. With this launch of range of TCL TVs, Amazon brings affordable smart TV technology to everyone in India.”

TVC Link: https://youtu.be/Arg0ogA01B0

Credits

• Client: Amazon & TCL
• Creative agency: Ogilvy & Mather
• Brand Manager, Amazon India: Suman Mondal
• Creative director: Shashanka Chaturvedi
• Production House: Good Morning Films
• Producers: Robin D’Cruz
• Music: Pankaj Awasthi
• Language: Hindi