Cheil India unveils quirky print campaign for Samsung Galaxy S25 Ultra

Cheil India’s latest work for Samsung Galaxy S25 Ultra is a bold leap that redefines the print media as we know it. With this, Cheil has reimagined what a newspaper ad can be with a first-of-its-kind mixed reality experience. It brings to life the richness that Samsung’s on-device AI capabilities bring to the Galaxy S25 Ultra, across camera, Galaxy AI features and its in-built Google Gemini.

At the heart of this experience is the Galaxy S25 Ultra –built to be a true AI companion, designed to make every interaction smarter, faster, and more intuitive. Built for a generation that craves personalized and interactive content, this innovation brings technology into what is probably the most traditional media – print.

This ad lets readers scan, speak, and steer the experience using just their voice. An experience they control as per their wishes – whether it’s finding answers, discovering new places, or moments. From epic captures to smart answers, the ad brings the Galaxy S25 Ultra’s AI capabilities and intelligent features to life.

By simply scanning the QR code using any smartphone, readers are instantly transported into an immersive world where a journey unfolds through user’s voice. We are introduced to two friends and an unexpected companion on an AI-powered adventure across six unique moments - from finding a lost puppy to camping under the stars.

At every step, the reader is supposed to use their voice commands to decide what to explore, making each journey personal, dynamic, and entirely unique.

Sudhir Das, Sr. ECD, Cheil India added, “We wanted to create a print experience for the age of social media. This led us down a rabbit hole which married filmmaking with digital illustrations with AR with AI. It seemed like a tough ask, and we’re very lucky to have a tech pioneer like Samsung by our side, who didn’t just buy into our creative vision, but went all out to make it happen. And the cherry on top? We got to play with a puppy in between takes for 3 days straight”.

The new print experience has been featured across major national newspapers, scanned by thousands within hours, and sparked a fresh wave of organic buzz - proving once again that innovation doesn’t just live on screens, but can leap off the page.

With this campaign, Samsung not only showcased the power of the Galaxy S25 Ultra, but also redefined what print, one of the oldest news media, can look and feel like in the age of AI.