Samsung has solved the problem of ambient noise muddying phone conversations. And Cheil India has solved the problem of turning a product feature commercial into an memorable story.

The campaign’s digital film, Shor [noise] No More, for Samsung’s new Voice Focus feature in the Galaxy A14 5G is built around a visual metaphor of urban noises. A man is being followed by noisemakers – a motorbike, a band, building site workers – until he turns on Voice Focus and they all fall flat to the ground.  

Voice Focus cuts out the ambient noise around you, and amplifies your voice so that you are heard loud and clear even in the noisiest of environments.

Vikash Chemjong, chief creative officer, Cheil India, commented, “We had a product feature that was made for India – Voice Focus. All we did was demonstrate in a dramatic fashion how cacophony never leaves us in this noisy country of ours. Once we did that, the rest of the ad ‘followed’ effortlessly so to say.”

“It is a digital-first campaign, and its appeal lies in the fact that while noise is everywhere, we need moments where we need to cut it out. The film is meant to inform consumers about Samsung’s latest innovative feature which is now available on the Samsung Galaxy A14 5G smartphones,” added Srijib Mallik, head of business – Samsung at Cheil India.

Credits:
Client: Samsung India
Agency: Cheil India
Chief Creative Officer: Vikash Chemjong
Executive Creative Director: Kaushik Datta
Head of Business (Samsung): Srijib Mallik
Vice President, Account Management: Aman Kishore
Client Services Director: Tanushree Sharma
Brand Director: Vikas Ahlawat
Senior Creative Directors: Hariharan Subramanian, Hitesh Razdan
Chief Strategy Officer: Sourav Ray
General Manager, Account Planning: Arnab Datta Chaudhuri
Senior Strategy Planner: Sobhanjan Mallick