Cheil India rolls out print campaign for Samsung Galaxy S25 Ultra

Cheil India’s latest campaign for Samsung Galaxy S25 Ultra introduces a mixed reality experience through a newspaper ad. The activation highlights the device’s on-device AI features, including advanced camera capabilities, Galaxy AI functions, and built-in Google Gemini integration.

The Galaxy S25 Ultra is designed as an AI companion to make interactions smarter, faster, and more intuitive. It targets a generation that wants personalised and interactive content, bringing advanced technology to traditional print media.

This ad lets readers scan, speak, and control the experience using their voice. They can find answers, explore places, or moments. The ad shows the Galaxy S25 Ultra’s AI features in action. 

By scanning the QR code with any smartphone, readers enter an interactive experience guided by voice commands. The story follows two friends and an AI companion through six moments, like finding a lost puppy and camping. Readers use voice commands to choose what to explore, making each experience personal and unique. 

Sudhir Das, sr. ECD, Cheil India added, “We wanted to create a print experience for the age of social media. This led us down a rabbit hole which married filmmaking with digital illustrations with AR with AI. It seemed like a tough ask, and we’re very lucky to have a tech pioneer like Samsung by our side, who didn’t just buy into our creative vision, but went all out to make it happen. And the cherry on top? We got to play with a puppy in between takes for 3 days straight”.

Credit list

              Client: Samsung India

•            Chief Operating Officer: Mandeep Sharma

•            Chief Creative Officer: Vikash Chemjong

•            HOD Flagship Business: Saksham Kohli

•            Executive Creative Director: Sudhir Das

•            Account Management team: Rohit Negi, Prabal Gaur, Teena Sharma

•            Creative team: Nitesh Shah, Hitesh Razdan, Shinijini Banerjee, Deepak Kumar, Anjani Kashyap, Akriti Bahl, Aryav, Avinash Jha, Ankit Kumar

•            Planning & Strategy Team: Kunal Ghosh & Shruti Chauhan

•            Film Producer – Revati Ahuja

•            Studio production - Prantik Dutta, Inderjit, Parveen Kumar, Rahul Kumar, Chandan Singh Rawat