Cheil India has launched an innovative print campaign for the Samsung Galaxy S25 Ultra, blending traditional media with cutting-edge AI technology. The campaign introduces a mixed-reality experience, allowing readers to scan, speak, and interact with the ad using voice commands, showcasing the smartphone’s advanced on-device AI features.
Targeting a digitally savvy generation, the campaign integrates Galaxy AI capabilities, a powerful camera system, and built-in Google Gemini, turning a newspaper ad into a fully interactive demo. Readers can scan a QR code with any smartphone to unlock a six-part story that follows two friends and their AI companion through moments like finding a lost puppy or going camping. At each step, users guide the journey using their voice-making the experience personal, immersive, and unique.
Sudhir Das, Sr. ECD, Cheil India, shared, “We wanted to craft a print experience that speaks to the social media generation. This idea married filmmaking, digital illustrations, AR, and AI. It was a challenge, but with Samsung’s support and belief in the vision, we brought it to life-and yes, we also got to hang out with a puppy for three days on set!”
The campaign underscores Samsung’s push to showcase the Galaxy S25 Ultra as a next-gen AI companion, and highlights Cheil India’s creative ambition to transform static media into interactive storytelling platforms.
Credits:
Client: Samsung India | Creative Lead: Vikash Chemjong | ECD: Sudhir Das | Strategy: Kunal Ghosh, Shruti Chauhan | Creative & Production Teams: Nitesh Shah, Revati Ahuja, and more.
