Ad Campaigns
Cheil India’s new campaign for Samsung Galaxy A14 5G says ‘Shor no more’
Mumbai: Cheil India released an all-new campaign that demonstrates the new ‘Voice Focus’ feature in the recently introduced Galaxy A14 5G. The omnipresence of ambient noise in the surrounding is the pain point that Cheil is highlighting in its newest campaign for Samsung Galaxy A14 5G anchored in the theme of ‘Shor no More’.
With the new campaign, Cheil India’s primary purpose is to create buzz around the ‘Voice Focus’ feature in the recently introduced Galaxy A14 5G. The storyline is built around the premise of Indian cities being full of varied noises and how the feature helps consumers cut the loud and unavoidable surrounding noises; hence the campaign goes with the tagline “Shor No More” .
“Samsung has always set the benchmark when it comes to innovation and making technology accessible and appealing for everyone. With the aim to make India future-ready we introduced the Galaxy A14 5G, a smartphone that provides a holistic 5G experience to the Indian consumer with an array of exciting features. The unique ‘Voice Focus’ feature in Galaxy A14 5G was conceptualised keeping the Indian consumer and context in mind. This unique feature cuts out the ambient noise around you, and amplifies your voice so that you are heard loud and clear even in the noisiest of environments. We have also made Galaxy A14 5G easier for consumers to own with affordability options that translates to just INR 44/day, which is a testament to our philosophy of’ Awesome is for Everyone, ” said Samsung India senior director & mobile business Aditya Babbar.
The ‘Voice Focus’ feature is animated through the digital film showing a person walking across narrow lanes, and suddenly he is followed by “noise-makers”. It begins with a couple of welders, followed by an orchestra, then two scooter riders arguing loudly, and some more. The person is not bothered by the noisemakers and the ‘noise’ that is following him throughout the film. When he receives a call and the receiver cannot hear him clearly, he switches on the ‘Voice Focus’ feature on his Galaxy A14 5G, which cancels the noise and enhances his voice quality during the call by filtering out the background noise and boosting vocal frequencies.
Cheil India CCO Vikash Chemjong said, “We had a product feature that was made for India – Voice Focus. All we did was demonstrate in a dramatic fashion how cacophony never leaves us in this noisy country of ours. Once we did that, the rest of the ad ‘followed’ effortlessly so to say!”
“It is a digital first campaign and its appeal lies in the fact that while noise is everywhere, we need moments where we need to cut it out. The film is meant to inform consumers about Samsung’s latest innovative feature which is now available on the Samsung Galaxy A14 5G smartphones,” said Cheil India head of business- Samsung Srijib Mallik.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
