Cheil India has launched a vibrant new campaign for the Samsung Galaxy F36 5G, spotlighting AI-driven features with the tagline: ‘India! Go Hi-FAI’.
With a 50MP OIS Triple Camera, Night Portraits using AI Depth Map, 4K video recording, and AI tools like Circle to Search and AI Select, the Galaxy F36 5G is positioned to enhance everyday moments. From effortless GIF creation to sharper photos and easier online discovery, the smartphone brings premium AI capabilities into the hands of mid-range users.
Targeted at India’s Gen Z, the campaign builds on two core insights: their constant drive to upgrade and their desire to stand out. With the Galaxy F36 5G, Samsung taps into this mindset, offering a tool that transforms lo-fi moments into high-energy, AI-powered experiences – or as the brand puts it, from “lo-fi” to “Hi-FAI.”
The campaign film reflects this spirit with a soundtrack that embeds ‘AI’ into quirky lines like “Ricky from Bhilai,” “Sheila and Tina Pillai,” “Ms. Albeli eating Thai,” and “Baraati from Begusarai,” giving it a hyper-personal and playful feel rooted in Indian pop culture.
Kaushik Dutta, Sr. Executive Creative Director, Cheil India, shared, “The idea was simple: AI should be fun, accessible, and in every pocket. With the Galaxy F36 5G, AI becomes intuitive, personal, and joyful – that’s the promise of Hi-FAI.”
Credits:
Agency: Cheil India
Director: Kartik Ramnathkar
Creative & Strategy Leads: Kaushik Dutta, Vikash Chemjong, Kunal Ghosh, Shruti Chauhan
Production & Account Teams: Revati Ahuja, Drishti Ganguly, Niharika Singh, Punya Madan
Creative Team: Shekhar Kumar, Arun Gupta, Mayank Sihmar, and others
