Samsung's new campaign says 'Leave the oil out of frying'!

Cheil Worldwide SW Asia [Cheil India] highlights oil free cooking in its new television commercial for the Samsung SLIM FRY Microwave Oven. The TVC went on air on 25th September, 2014. The Samsung SLIM FRY Microwave Oven fries food without a deep fryer with its breakthrough SLIM FRY technology. Using the circulating warm air to cook one’s favourite fried food as crisp as deep-fried and only with 80% less fat.

We are a food crazy nation and believe in no half-measures when we indulge in our favourite food, especially street food, which is mainly deep fried and unhealthy. Even though we are fond of such food, it should not become a staple diet as frying adds a huge amount of calories and fat to meals. Moreover this even holds true for fresh vegetables as well where the frying process also robs fresh food of its nutritional value. To add to this is the use of unhealthy artificial oil laden with trans fats that is used by many outlets. Regular consumption of fatty food leads and its after effects has slowly made one health - conscious and now one ends up picking digestive biscuits over cream filled and baked over fired crisps and even sugar-free over sugar. However, as we bring about changes in our eating habits, it is hard to just settle for eating healthier homemade food, as it does not taste the same. Samsung’s SLIM FRY technology addresses this need by ensuring we get the same taste in our favourite fried food now cooked with up to 80% less fat in the Samsung SLIM FRY Microwave Oven.

The communication had to clearly establish the unique benefit of cooking with SLIM FRY technology and it has been effectively captured in the television commercial that expresses a mother’s unconditional love when feeding her child. The TVC takes you through snapshots of mothers of all age groups from different parts of India, where they are shown frying food in the traditional way and feeding their child. It then introduces the “Samsung Mother” who is seen giving her child his favourite French fries, which she cooks in the Samsung SLIM FRY Microwave Oven, with up to 80% less oil. The TVC further establishes the idea in the jingle “a mother’s love will never reduce but the oil in the food can definitely be reduced with Samsung SLIM FRY technology”

“Healthy is increasingly becoming something mums are looking to put on their kids’ plates. However, more often than not, either taste or health gets compromised. When we were presented with a product that promised the same great taste, only with a lot less oil, getting to the idea of 'the same indulgence but a lot less oil' was only logical,” said Nima DT Namchu, Chief Creative Officer, Cheil Worldwide SW Asia.

According to Kundan Joshee, Head Integrated Services, Cheil Worldwide, SW Asia, “Mothers love is unconditional and one of her expression of love is in the way she cooks and feeds her family. We built on this insight and showcased the benefit in her everyday life rather than the conventional announcement and standard health claims.”

CREDITS

Client: Samsung Electronics India Limited
Brand/Product: Samsung SLIM FRY™ Microwave Oven
Agency: Cheil Worldwide SW Asia
Chief Creative Officer: Nima DT Namchu
Creative Team: Anupama Ramaswamy, Simran Sahni, Hemangi Chatterjee & Priyanka Luthra
Integrated Services Team: Kundan Joshee, Mohit Mishra, Rohit Verma, Jatin Khanna & Gurbani Ahluwalia
Account Planning: Atishi Pradhan & Vartika Sahani
Production House: Bootpolissh Films
Director: Shujaat Saudagar
Producer: Ananya

Advertising
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Advertising