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Tag: Cheil India

  • Fickle is fun captures the indecisiveness of the evolved, fashion forward women in a witty and light hearted manner

    Fickle is fun, says Lavie

    By A Correspondent

     

    Accessories brand Lavie has unveiled its second advertising campaign ‘Fickle is Fun’. Conceptualized and executed by Cheil India, the campaign will use TV, print, cinema and digital mediums to promote the brand.

     

    Fickle is fun captures the indecisiveness of the evolved, fashion forward women in a witty and light hearted manner. It had a perfect match with the new line of offerings from Lavie, the sheer number of choices a woman would have to make and unmake to come to a decision. With this, the endeavor is to create a happy, carefree and proud world of Lavie women. The campaign was shot in Cape Town, South Africa with international models using the products and propagating Fickleness as an attitude and way of life.

     

    Commenting on the campaign, Sandeep Goenka, CEO, Bagzone Lifetsyle said, “Fickle is the word used to lightly describe the relationship between girls and their love of the trendy arm candy and footwear. Their love for bags and shoes is inevitable and eternal as eventually these accessories dominate & enhance the entire look; the concept by Cheil India was bang on and we are assertive that it will intensely connect with our target audience.”

     

    Atishi Pradhan, Chief Strategy Officer (Cheil India) said, “The brand was in a slot of easy or popular fashion, and the brief was to make it more aspirational and stylish, to appeal to a more evolved woman. The best fashion brands have a point-of-view, an attitude – and that is what we wanted to add for Lavie, to set it apart from other brands.”

     

  • The idea behind the campaign was in keeping with Samsung's legacy as an innovator and leader in the category

    Cheil delivers a unique positioning for Samsung Joy Plus TV

    By a correspondent

     

    Cheil India’s new television commercial for Samsung’s Joy Plus TV changes the positioning for a television. Where other brands have concentrated on just viewing and picture aspects, this demonstrates how the consumer can actually benefit from a TV that offers them with the advantage of capturing both screen and sound. The TVC went on air on March 29, 2014.

     

    The idea behind the campaign was in keeping with Samsung’s legacy as an innovator and leader in the category. This was critical as the entry level LED TV market is flooded with alike offerings with all of them playing on picture quality as the key benefit. Samsung as a brand believes in being a differentiator and this has been always visible in its unique consumer offerings.

     

    When the Samsung Joy TV was launched in 2013, it came with features such as Ultra Pix (Best in class Picture quality) along with unique value added benefits including USB to USB transfer and Triple Protection Warranty. The Samsung Joy Plus TV comes with added features of Screen Capture and Sound Capture, allowing the consumer to save and store both Picture and Audio content for later viewing or use. These unique offerings make the Samsung Joy Plus TV “Much More than just a TV”.

     

    The central idea of the TVC for the Samsung Joy Plus TV was built around the thought Like It? Keep It! The unique Screen Capture and Sound Capture features and benefits are ably demonstrated through engaging father-daughter stories. One storyline shows how a zebra is captured whilst being chased by predators in a wildlife programme, for the daughter in need of an image of a zebra for her school project.

     

    Commenting on the campaign, Nima DT Namchu, Chief Creative Officer, Cheil Worldwide SW Asia, said: “With Like it? Keep it!, we have been able to communicate the product feature and benefit very effectively without losing out on the intrigue and entertainment quotient. Besides balancing the product demo with engaging storytelling, sourcing just the right footage of the animals from different sources and making it all look like one seamless sequence (within a tight deadline) was quite a challenge. But our creative team and Razy came through.”

     

    Said Kundan Joshee, Head Integrated Services, Cheil Worldwide, SW Asia: “Samsung leads the category by innovation and consumers look up to a novel offering in every new launch. In Joy Plus, the product has the amazing never seen before features of Screen and Sound Capture and the task was to bring them alive in a memorable, clutter breaking execution.”

     

  • Cheil says its challenge is to leverage all available brand touchpoints and convert 'brand lovers' into 'brand buyers'

    Cheil bags Walt Disney Co, L’Oreal’s Casting Creme Gloss

    By A Correspondent

     

    Cheil Worldwide SW Asia is charting a new course with new business wins – The Walt Disney Company and L’Oreal Paris Casting Creme Gloss.

     

    Cheil’s Shopper Marketing and Digital capability clearly demonstrated next level thinking required for consumer engagement for both these brands. For L’Oreal Paris Casting Creme Gloss, Cheil will be creating unique Social + Shopper experiences around the L’Oreal My Girls Go Glam with Sonam campaign. As regards The Walt Disney Company, Cheil will be working across Disney brands including Disney Marvel, Disney Fashion Stations/Stores, Planes and the Disney Princess Academy.

     

    Hari Krishnan

    Confirming the news Hari Krishnan, COO Cheil Worldwide SW Asia, said, “These wins are testimony to Cheil’s integrated expertise which clearly demonstrates our palette which is far beyond advertising. The challenge is to leverage all available brand touchpoints and convert ‘brand lovers’ into ‘brand buyers’. Our approach is clearly positioned around engaging, interacting, understanding and delivering to the consumer. We believe that brands gain greater traction and loyalty from engagement and not just advertising.”

     

    Commenting on the win, John Koo, Managing Director, Cheil Worldwide SW Asia, said, “This a great start to 2013. Cheil has tremendous experience consumer and shopper engagement and I am delighted that we will be seen in a new avataar.”