Samsung and Cheil India have launched ‘Welcome to S’, a campaign for the Galaxy S26 FE that explores young adulthood through a college student discovering independence, friendship and first love. The film series positions the S26 FE as an entry point into Samsung’s flagship ecosystem for Gen Z consumers taking their first steps towards independence.
Link 1: https://youtu.be/v86gSugjp4I?si=i_7gl6jGCnL829ge
Link 2: https://youtu.be/Tww_tUdm09g?si=RABeU_BBMXF2JYPr
Link 3: https://youtu.be/Tww_tUdm09g?si=WZqm3-HGuDx3xbsI
The idea draws on the emotional transition parents feel when their children leave home for college, a mix of pride, excitement and worry about how ready they are for life beyond familiar surroundings. The story follows a young boy starting college, whose mother marks the moment by gifting him his first flagship smartphone, the Galaxy S26 FE. That gift becomes the starting point of a love story with a fellow student.
Told across four films, the campaign traces the relationship from the first conversation and nervous anticipation to discovering shared interests. Along the way, the protagonist uses the phone’s features to connect with her, allowing the films to showcase the device’s customer experience propositions within the narrative itself.
Vikash Chemjong, CCO, Cheil India, says growing up is a collection of firsts, from the first day of college to the first friendship that feels like family and the first love. The team chose an innocent love story that reflects the Gen Z world without overdoing the lingo, continuing Cheil India’s focus on narrative-led communication over conventional product-focused advertising.
