Cheil, Enormous team up for Samsung

Cheil Worldwide and Enormous Brands have jointly worked on Samsung's new TV campaign. A quick look at how such joint effort, or 'creative jamming' as some experts call it, works.

In a competitive market, the coming together of two creative agencies for a project caught our attention. Recently, Cheil Worldwide SW Asia joined hands with the recently launched Enormous Brands to create a TV campaign for Samsung Grand Neo.

Ashish Khazanchi, managing partner, Enormous Brands, says, "Honestly, we weren't expecting the call. When it came, it took us by surprise. I think it shows the maturity and largeness of the management at Cheil to decide to partner with an independent agency. For us, the important thing was the opportunity to work on a brand like Samsung."

When asked how the process of co-creating the ad worked, Khazanchi says, "It was a true collaboration. We were guided by Cheil to understand the essence of the brand and the dos and don'ts of the communication. They helped us every step of the way without ever for a moment making us feel like we weren't integrated with them."

Is Enormous open to such collaborations in the days ahead? "I do think this is an interesting arrangement but what we are very clear about is that we'll never be a white label brand. For us, the only way it would work is if it is a collaborative model like the one with Cheil," he says.

Hari Krishnan, COO, Cheil Worldwide SW Asia, puts this instance of "constructive collaboration" into the "source-agnostic thinking" bucket. Cheil is Samsung's AOR; why bring another agency on board for the campaign?

Krishnan explains, "We have the responsibility of getting the best ideas for Samsung, no matter where they come from. Sometimes, we may find bright people outside our system who have good ideas. So for this particular campaign, we started talking to several independent boutiques and found a great connect with team Enormous. We left our visiting cards behind and entered the room to jam for ideas. That's it."

Team Cheil, we learn, worked on refining the brief. Then, team Enormous came up with many ideas, of which team Cheil picked one.

The TVC takes the brand's thought 'Make The Everyday Grand' forward and showcases the features of the newly launched Grand Neo phone through some interesting special effects.