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EC Studios creates Samsung’s latest TVC presenting SBS Refrigerator Series ‘Bespoke’

Samsung’s Side-by-Side premium refrigerator ‘Bespoke’ becomes the ‘showstopper’ in this latest TVC ‘The Era of Bespoke Begins’. The film is scripted by Cheil India and EC Studios managed the end-to-end production of the TVC.

Mumbai, June 6, 2023 – EC Studios, a renowned production company and a part of Experience Commerce, is pleased to announce the creation of a stunning TV commercial for Samsung’s latest and innovative premium refrigerator series, ‘Bespoke’. The script, expertly crafted by Samsung’s agency Cheil India, was brought to life by EC Studios, who managed the entire production process.

The Bespoke Side By Side refrigerator is an innovative premium product that has not been seen in the market before. It is a one-of-a-kind premium product designed for modern, flexible lifestyles. The TV commercial highlights the unique features of Bespoke Side By Side refrigerators like auto open door, AI Energy Savings and a choice of elegant colours, which elevates its aesthetic appeal making it the ultimate showstopper.

Directed by Kamlesh Soni, the TVC aims at communicating the idea that the Indian kitchen has undergone a significant transformation and is now seamlessly integrated into the social fabric. By highlighting the urban lifestyle, the TVC depicts the changing behavioural patterns and offers a glimpse into a typical day in the lives of consumers, emphasizing the central role the kitchen plays in their daily routines.

Srijib Mallik – Head of Business – Samsung – Cheil India said; “The New Samsung TVC is anchored in the idea that the kitchen has transformed into a conviviality hub for consumers. At any social occasion, there’s a second, a better party happening in the kitchen – The SBS Refrigerator is built to be the True Centrepiece of the New Age Kitchen. This TVC manages to capture Samsung’s commitment to offering innovations that cater to consumers’ evolving lifestyles. The film was an exceptional partnership between Cheil India and EC Studios and we look forward to more such collaborations in the future.”

“EC Studios’ exceptional creativity and expertise in crafting compelling advertising films is exemplified in our work on the Samsung Bespoke refrigerator commercial,” remarked Umesh Bopche, CEO of EC Studios and Experience Commerce., “The Bespoke series is an experience in and of itself, and our efficient team of skilled professionals, including the director, producer, and creative director, successfully brought this experience to life through this TV commercial. The film received high praise from both Samsung India and its agency partner Cheil India. We take great pride in having been a part of this project and are excited to work on future projects with Cheil India.”

Watch the film here:

The TVC is being aired across national and regional TV, covering general entertainment, movies, news and infotainment channels.  It is also being showcased on digital platforms including Samsung’s social channels, YouTube, OTT channels and Samsung TV Plus.

EC Studios was launched as the content production arm of Experience Commerce in September last year. Since then, they have worked on several notable campaigns like #ShukarHaiSUGARHai ft. Ranveer Singh for SUGAR Cosmetics, #CelebrationKaSeason ft. Smriti Mandhana for PlayerzPot, #SurprisinglyHuman for Wipro Consumer Care and Lightings, and the Musical film #HomeComing for Linen Club, among others. In a short span of time, EC Studios has achieved remarkable success in the production world.

EC Studios: Creative. Production. New-Age Content.

Agency – Cheil India
Production House – EC Studios with Conversation Films
Director – Kamlesh Soni
Executive Producer – Umesh Bopche & Azad Anesh
Producer – Abhisek Sharma Roy & Preshit Bhagatt
Films Head – Bijal Sunil Majithia
Director of Photography – Kaushal Shah
Production Designer – Nidhi Rungta
Line Producer – Kapil Tyagi
1ST AD – Abhisekh
Associate Director – Sayantani Saha
Director’s Assistant – Shruti Shrivastava
DA – Shayoni Chaudhuri
Production Team – Siddharth Bhandari, Naval Yadav, Dhruv Joshi
Costume Stylist – Tanya Sharma
Focus Pullar – Sachin Gupta
Hair and Makeup – Rishina
Casting Director – Mukesh Chhabra

About EC Studios

EC Studios empowers brands to accomplish more through creativity, production & new age content for their present & future communication goals. ​A part of Cheil Worldwide Company, EC Studios is a platform, medium & agency-agnostic powerhouse for creative, production and new-age content for brands, content creators, and advertisers. EC Studios offers end-to-end production; right from ideation to scripting, planning to production, to high-quality post-production, and new-age content for Web 3.0 (Metaverse)​. EC Studios also provides Live commerce services to D2C brands which include setting up exclusive/non-exclusive studio, equipment to manpower and operating the same, end-to-end, and help the brands create their own content universe to reach out to their consumers directly.”

For more information, visit –
Press Contact:
Shilpa Sharma
Director – Marketing, PR and Communications
Experience Commerce and EC Studios