Tapping into nostalgia, Samsung India’s latest Galaxy M series campaign, in collaboration with Cheil India, amalgamates the power and style of the recently launched Galaxy M Series devices with the brilliant performances of actors from one of India’s most iconic detective TV shows, C.I.D.
For nearly 30 years, this group of detectives has been solving some of the toughest cases. In the latest campaign, they faced the challenge of searching for the newest Monsters in town – Galaxy M06 5G and M16 5G.
Galaxy M Series caters to India’s tech-savvy Gen MZ with its cutting-edge technology, powerful performance, and sleek design. The MediaTek Dimensity 6300 processor, a 5000mAh Monster battery, 12 5G Bands, and All Network Support on Galaxy M06 5G, as well as the sAMOLED FHD+ display on the M16 5G, make these devices stand out with features that dominate their respective segments. Plus, the M16 5G is 15% sleeker than its predecessor, blending style with powerful performance. With a reputation for pushing the boundaries of innovation, the series has earned the title "Monster."
The campaign, envisioned as a cultural moment, showcased the monsters of Indian television who have also become pop-culture icons, bringing this "Monster" energy to life. By bringing back an iconic detective show, Cheil India tapped into the collective nostalgia of the audience, blending humour with emotional resonance. The viewers were engaged in the detective's thrilling search for clues which included polls and stories that led to the big reveal. The unboxing featured a forensic scientist in a lab, rather than the usual influencer setup, adding an authentic touch to the campaign. Following the reveal, Galaxy M devices integrated seamlessly into the detectives’ daily lives.
Speaking about the campaign, Aditya Babbar, Vice President of MX Business at Samsung India, said, “Staying true to the ‘Monster’ legacy, the latest Galaxy M series devices are a testament to our deep commitment towards Indian consumer’s preferences of power packed performance and stylish design. From meaningful innovation to a full 5G experience and battery life, Galaxy M06 5G and Galaxy M16 5G deliver the best experience to meet the needs of our customers.”
Mandeep Sharma, National Head of Cheil India – Samsung Business, stated, “The return of this iconic show, especially for millennials, brings a wave of nostalgia. The characters’ personalities perfectly align with the ‘Monster’ attitude that has defined the M Series, making this collaboration a natural fit.”
“We carefully planned every aspect of this campaign, from the unboxing videos to Instagram stories with a limited shelf life. What’s special about this campaign is its cross-generational appeal—my nephew and my mother were both equally excited about it. The campaign is a true reflection of how this show resonates with all ages,” added Sudhir Das, Senior ECD at Cheil India
