Samsung refrigerators increases ad spends by 30 per cent

By , agencyfaqs!, New Delhi | In Advertising | April 03, 2008
The ad focus has been shifted from technology to benefits as Samsung targets growth of more than 50 per cent for its frost free fridges


India has unleashed an advertising campaign for its newly launched Freshtech refrigerator range. The campaign targets housewives and talks about the features of the new refrigerator range. According to the official communique sent out by Samsung, Freshtech represents the company's efforts to continuously introduce innovative new technologies and the unique benefits it offers to the Indian consumer.

Ravinder Zutshi
Ravinder Zutshi, deputy managing director, Samsung India, says, "The TVC targets housewives because the product falls in the household products segment. The communication is a clear deviation from our earlier advertisements in this category, where the focus was more on the technology. Here, the campaign talks about the unique benefits that the product offers in terms of retaining the freshness and nutritional value of fruit and vegetables."

Cheil Communcations has created the new campaign, which includes a television commercial and print ads. Though the advertising budget could not be ascertained, a company spokesperson informed agencyfaqs! that the advertising spends for this category are 30 per cent higher than last year.

The unique benefits that the Freshtech range offers are derived from the Unique Freshness Lamp with which the range is equipped. The lamp is located behind the vegetable box and emits red coloured LED rays on the stored fruit and vegetables. The LED rays have an effect that is similar to sunrays, and help to enhance the nutritional value and freshness of the fruit and vegetables.

Samsung is targeting a more than 50 per cent increase in its frost free refrigerator volumes this year. The Freshtech series has been introduced in the capacity segments of between 230 litres and 345 litres in the frost free segment and are priced between Rs 13000 and Rs 23,500.

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