Cheil India launches a campaign showcasing the Samsung Galaxy Watch6 Series. The campaign, titled ‘World On My Watch, focuses on the watch’s features and how it integrates into users’ daily routines. The new Samsung Galaxy Watch6 Series redefines what’s possible on a smartwatch. Vikash Chemjong, CCO, Cheil India, talks to BrandWagon Online, about the inspiration, creative process, and challenges faced in bringing this campaign to life.
What inspired the concept behind this campaign, and how does it resonate with your target audience?
The inspiration for the campaign came from the device itself. The Galaxy Watch 6 is what we refer to as a “beyond phone” device, that can do pretty much anything from taking calls to streaming content to making payments and checking blood pressure. While most digital watch brands in India are for health and fitness, the Galaxy Watch is a ‘lifestyle enabler’, one that invokes a sense of adventure in the daily run-around. With this campaign, World On My Watch, we aim to complement the versatility of today’s youth and their lifestyle with the multi-faceted experience of Samsung Watches.
Can you walk us through the creative process of developing this ad campaign from ideation to execution?
While researching for the film, we uncovered a valuable insight – The life of the Indian youth is full of daily adventures (or misadventures). And whatever may happen they manage to go through it all, without letting anything keep them down.
We took this insight and crafted a persona that vibes with the attitude of Gen Z, and then gave him a multi-purpose, always connected, LTE-powered device that seamlessly fit into his every day. We then let him loose on the streets. And just ‘watch’ed what happened!
What challenges did you encounter during the creation and implementation of this ad campaign, and how did you overcome them?
While we were learning about the functions of the Samsung Galaxy Watch6, we discovered that this small yet powerful device packs in some amazing technology and offers such nifty features. This then became our biggest challenge – How do we highlight all of these fantastic features through one story.
But once we finalised the narrative structure and fleshed out the character persona with the director, we realised that the product features seemed to gel with the story effortlessly.