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Wednesday, November 29, 2023

Samsung says, “Leave your phone, not your world”

Samsung, India has launched a new campaign for its Galaxy Watch with LTE pitching how it allows you to stay connected even when your phone is away. Including the ability to make calls, listen to music, stream content, effortlessly navigate, and stay connected through messaging. The campaign film, via Cheil India focuses on a man intrigued by the ability of Galaxy Watch with LTE to function independently of a phone – more specifically, how far can it go?

His curiosity sees him testing the connectivity limit of the smartwatch – from across the office to receiving messages in a taxi and streaming a live match on a river. While standing next to an elephant in a remote jungle, he livestreams music on his smartwatch. In a dark cave, the smartwatch allows him with its navigation capabilities, and he receives a call even in an empty desert.

“The campaign brief was to tell the world: no matter how far you go without your phone, Galaxy Watch with LTE keeps you connected, And we were willing to go the distance to tell that story— from rounds of fine-tuning the scripts to handpicking the director to travelling places. When one goes the extra mile, the result is work that travels, too.” said Vikash Chemjong, CCO, Cheil India.

“The script of the campaign film had an inherent musicality and imagination to it – I just chose to choreograph instead of simply narrating it. I wanted to retain the raw energy of the world including its unpredictable thrills. Basically, we – collectively – just danced around the idea and voila! we had a film,” said Faraz Ali, Director, Going Rogue Films.

“LTE technology in smartwatch is a game changing technology that is aimed at offering limitless connectivity to consumers,” said Aditya Babbar, Senior Director, Mobile Business, Samsung India.

“Our latest campaign is a testament to Samsung’s commitment to LTE-first strategy in android smartwatch segment. It is in line with our Galaxy openness philosophy that is aimed at opening possibilities and connect without limits. It encapsulates the essence of our premium LTE smartwatches that empower consumers with the freedom to go anywhere without their phone and still stay effortlessly connected.”


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