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Samsung India has unveiled its QLED TV with a campaign aiming to foster a greater emotional connection with its consumers.

Created by Cheil, it tells the story of father-son relationship in which the grown-up son reminisces of his father's failed climbing expedition. The son, who is also a documentary maker, takes on the challenge and makes the documentary of the same peak his father failed to climb and shows him on the Samsung QLED TV. 

Ranjivjit Singh, chief marketing officer, Samsung India said: “At Samsung, we value our customers and consistently endeavor to make their lives better. Samsung’s QLED TV features new innovations that enrich the lives of consumers by re-imagining how TV integrates into the living room, how consumers enjoy their content, and how they interact with their TVs. 

"Our new campaign showcases QLED TV’s amazing features like Ambient Mode, 100% Color Volume and S Voice. The campaign is based on a beautiful story that depicts the special bond between a father and son and the role that Samsung TV plays in strengthening this bond. We hope our audiences enjoy watching it.”

Aneesh Jaisinghani, executive creative director, Cheil WW India said: “Samsung has consciously shifted its advertising narrative towards emotional storytelling. Taking the brand’s direction forward, the idea behind this campaign is to tell a story about great technology through a warm human bond – that of father and a son.  

"The film beautifully captures the story of a young man who fulfills his father's lifelong dream and at the same time communicates the key feature of the Samsung QLED TV very effectively.”

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