New Samsung Galaxy Y Commercials

The brand with the widest range of Smartphones got younger with Galaxy Y. After doing a successful campaign on Samsung Galaxy Ace & Pro in the beginning of the year, it was imperative to set a higher benchmark yet again. The Smartphone market stood at 7% of the total market share and we spotted the opportunity to rekindle the fire in the bottom of the Smartphone market. Samsung Galaxy are Android based Smartphones respectively in the Samsung mobile portfolio which has phones across platforms from Android to Bada to Windows.

Samsung Galaxy Y not only comes with the Android 2.3 Gingerbread but draws your attention with a faster 823Mhz Processor, large 3” QVGA screen, 3.5G & Wi-Fi, 2MP camera, expandable memory up to 32GB and much more than you can digest that too in a Smartphone priced at Rs. 6990/-. Galaxy Y Smartphones fair very well when compared to the competitive Smartphones priced around the same cost. Despite the Galaxy range of phones being present in the market for long these new phones are expected to pump fresh air into the ecosystem. 

The task in hand is to drive the preference for Samsung Galaxy Y, ask the TA to make a shift from feature to smartphones.

Targeting the youth was a given, but the challenge was what to say to them? To dig deep we got in touch with college kids and young executives who had just started working. They considered these few years of college and training at work as the most crucial ones. At this stage they get influenced and as well want to stay ahead of their peer. Basically it came out that their thinking is immensely influenced by their peers. Albeit accessible, Galaxy Y is a good enough reason to move up from a feature phone.

The insight was drawn from the inferences that the young minded consumer doesn’t want to get left behind in the various aspects of life. This was that opportunity to capture the essence of Samsung Galaxy Y. Therefore considering the product insight, TG and consumer insight in mind we concluded that the opportunity for the consumer is to make a shift from feature phones to an accessible Smartphone - Now a select few who consider themselves smart, have the freedom to change to smart.

Keeping the strategy in mind we created three mind tickling commercial 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 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 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…Uncle?”.

Test Drive

These days people are either talking about the new phones or the sudden gush of cars in the Indian market. Recently a friend of mine booked a Mahindra Scorpio, but was lucky enough because the delivery got delayed. He grabbed the opportunity to cancel the booking and booked the latest XUV, which got delivered last week only as he was amongst the first ten people to book in Delhi. So last week was action packed, on last Friday we celebrated his birthday at his place and decided that next day in the morning we are pushing the pedal on the XUV 500 W6. 

For a change we were up early on a Saturday morning, all excited about Golu’s new toy. So all set, I take to the wheels and we hit the road. While I drive the proud owner is taking me through the new touch control panel, no it’s not an iphone or an android. It’s the touch screen display on the dashboard through which you can control the music, gps..and various other functions. The control panel looks quite cool with jog dial to support the touch screen.  I must say this car definitely gives you the thrill of a luxury SUV with the kind of interesting controls and the plush leather seats it sports. 

This monster of a machine is powered by a 2200cc engine and can deliver power up to 140bhp. The robust muscular design is a manifestation inspired from a Cheetah- built for speed and agility. And we are driving the best colour available according to me in the options available, Purple.

But the excitement starts when we are just a kilometer away and the car just stops, first I think I must have pressed a wrong button somewhere, like how the computer hangs when you try to fiddle too much with the keys or mouse. The controls and various buttons in this car re-kindle the child in you and if you are not careful you may clip the wrong wire.

But to my relief it was the fuel not me! After all ‘chetah bhi peeta hai’ so we called our savior Vipin. After the XUV gulped down 5ltr of the energy drink we set out in the wee hours of office traffic. By now it was 8am so we moved on slowly looking down on the people in their small cabins sipping coffee, talking on the Bluetooth, munching sandwiches or shifting gears with aggression of a Schumacher. It was only at the empty stretch of Aruna asaf ali marg, between Qutub institutional area and Vasant kunj. For the first time I was able to push the gear to 5th and touch 130 km/hr and there was room for more but as usual an auto was riding in the middle of the road and few cyclists forced me to test the brakes. 

What a delight this car is at a high speed, with the option of cruise control the XUV moves fearlessly hugging the road. With this kind of control and the comfort of the stylishly designed bucket seats, you just feel that you shouldn’t be heading home but hit a highway for a long drive. In city traffic driving at lower gears too doesn’t throw you off despite the XUV being a diesel vehicle with the way it responds to the throttle and the gear shifts. Overall it is a brilliant SUV at a great price, which I feel will go up in 2012 with the overwhelming response Mahindra has received. This Indian manufactured car makes me proud. But still I will wait to save some more moolah to buy one ;-)

Samsung Wave-ography

Samsung Wave-ography, a set on Flickr.

My first entry

This entry was made by me for a contest held by Abby 2006 called Think Print. The idea was to make a print ad for the Mentos commercial. I came up with this idea, and was glad that my then CD-Sachin das burma, in Bates Delhi also encouraged me and asked me to execute it with the help of his team. I was too excited as an idea getting recognized by a Sr.A.E. was like unbelievable.  I was jumping around all over the place that week till the balloon burst and the news was out that i didn't win anything. But i was still proud because the guys from Bates Kolkata won the award that year. For a second the bong in me took charge with pride ;-)

Cheil Time!

Tech Reading

Yesterday I finished reading this wonderful book on the mughals. It was mystical journey of Babur’s life, which I relived through my galaxy tab. As I was going through this book on his life history I would constantly search for images of the people and places mentioned in the twists and turns of the story. Moreover it was amazing to see the monuments/forts and the great distances travelled by Babur in google map. It is truly an unspeakable experience if you can visualise history unfold in-front of you with a simple amalgamation of a beautifully written novel with every day technology which is at your disposal. So go ahead and try it out!