Cheil India launches campaign for Samsung Galaxy F36 5G
The campaign showcases the next level of AI power
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Published: Aug 28, 2025 12:30 PM | 1 min read
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Cheil India has rolled out a new campaign for the Samsung Galaxy F36 5G, celebrating the smartphone’s AI upgrade with the high-energy campaign line: ‘India! Go Hi-FAI’.
The campaign draws inspiration from the lives of the Gen Z in India. For them two inter-connected truths take precedence – the willingness to upgrade or elevate in every sphere of life, and the desire to stand out and make an impression.
The campaign film personalises the experience by weaving ‘AI’ directly into the soundtrack, calling out names and characters like “Ricky from Bhilai”, “Sheila and Tina Pillai”, “Ms. Albeli eating Thai”, and “Baraati from Begusarai”. In each phrase, ‘AI’ is cleverly embedded, making the track feel tailor-made for young India. The vibe is unmistakably Gen Z- fresh, aspirational, and trend-forward.
Kaushik Dutta, Sr. Executive Creative Director, Cheil India, said: "The idea for the film was simple: AI shouldn’t be a privilege, it should be in every pocket. With Galaxy F36 5G, whether you’re shooting portraits, searching in seconds, or making instant GIFs, AI becomes effortless, playful, and personal. That’s the fun of Hi-FAI, and that’s what the film celebrates."
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