Ad Campaigns
Cheil India’s new campaign for Samsung Galaxy phones makes great tech affordable
Mumbai: Cheil India’s new campaign for Samsung Galaxy Smartphones renders a fresh take on making great tech affordable. It further elaborates on its exclusive exchange offers which is ubiquitous in Indian households as the festive season approaches. The campaign features two iconic Galaxy products from the house of Samsung and is inspired by the tradition of hand-me-down gadgets within the family.
The epic Galaxy S23 Ultra and Galaxy Z Flip5 are the centrepiece of this campaign as they address the needs of Gen Z and millennials with a plethora of features. The Galaxy S23 Ultra has a 200MP camera, Nightography to capture those epic late-night moments, a powerful processor for all gamers, just to name a few. While the Galaxy Z Flip5 – one of the most pocketable self-expression tool – comes with a larger cover screen, compact design and lets you click hands free selfies with The Flex Cam.
“Keeping true to our philosophy of making great tech affordable, The Samsung S23 Series builds on the philosophy of affordability where consumers can choose upto 24M no cost EMI along with an unmatched exchange bonus on their old device driving our mission of Digital India” said Samsung India senior director, mobile business, Aditya Babbar.
The campaign is anchored around a film and its essence is affordability. The film is about offers. For such a tactical film, Cheil India approached it in an entirely new light. They weaved in a storyline around siblings. How one avails the zero down payment offer on the Galaxy S23 Ultra and returns his old phone to his younger sister, and how she upgrades that for a Galaxy Z Flip5 with an additional discount. The follow-up ads establish the archetypal relationship that a brother-sister has and the role the Galaxy S23 Ultra plays in each aspect of their relationship.
“We have shared our Smartphones with our siblings and all we did was capture this moment in a tongue-in-cheek manner, not to mention the attractive offers that make it easier to upgrade to Galaxy phones” said Cheil India CCO Vikash Chemjong.
Speaking about the campaign, Cheil India head of business Srijib Malik said, “Hand-me-down is common practice amongst siblings. However, with our attractive offers one can get into the aspirational Galaxy series. Through slice-of-life films, we have catapulted this observation into a theme that holds the entire campaign together”.
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.
