In a move that reimagines the traditional newspaper ad, Cheil India has launched a print campaign for the Samsung Galaxy S25 Ultra one that readers can speak to. The campaign blends print, AR, and AI to create a voice-controlled mixed reality experience.
The experience showcases the Galaxy S25 Ultra’s advanced on-device AI, including Galaxy AI features and in-built Google Gemini. Readers can scan a QR code in the newspaper using any smartphone, triggering an immersive, voice-navigated story featuring two friends and a surprise AI companion. The journey unfolds across six moments, including finding a lost puppy and camping under the stars — and is entirely shaped by the reader’s voice commands.
“This campaign was built for a generation that expects more from every interaction — including print,” said Sudhir Das, Sr. Executive Creative Director at Cheil India. “We wanted to build a print experience for the age of social media. The result is a mix of filmmaking, digital illustration, AR, and AI — and of course, a very cooperative puppy on set.”
Featured in national dailies across India, the ad saw thousands of scans within hours of release and generated widespread organic buzz, underlining the campaign’s success in turning passive print into an active digital experience.
The campaign demonstrates how AI can reshape not only devices, but also storytelling formats. With this initiative, Samsung and Cheil India have pushed the boundaries of how tech can be embedded even in the most traditional media and made it interactive.
Credit List
Client: Samsung India
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Chief Operating Officer: Mandeep Sharma
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Chief Creative Officer: Vikash Chemjong
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HOD Flagship Business: Saksham Kohli
Cheil India
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Executive Creative Director: Sudhir Das
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Account Management: Rohit Negi, Prabal Gaur, Teena Sharma
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Creative Team: Nitesh Shah, Hitesh Razdan, Shinijini Banerjee, Deepak Kumar, Anjani Kashyap, Akriti Bahl, Aryav, Avinash Jha, Ankit Kumar
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Planning & Strategy: Kunal Ghosh, Shruti Chauhan
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Film Producer: Revati Ahuja
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Studio Production: Prantik Dutta, Inderjit, Parveen Kumar, Rahul Kumar, Chandan Singh Rawat
