Cheil India’s latest campaign for the Galaxy S25 Series blends cutting-edge technology with Indian culture in an exciting collaboration with Snapchat. Popular among Gen Z for its quirky, shareable lenses, Snapchat was the perfect platform to celebrate Holi, India’s vibrant festival of colours.
The newly launched Galaxy S25 Series, a premium smartphone line, boasts advanced Galaxy AI features and a stunning design with nature-inspired colours and a lightweight build. The wide range of beautiful shades often makes choosing a model challenging – something the playful Snapchat lens highlights perfectly.
The lens offers users a fun experience: by tilting their head to the left or right, they can pick between two colours of the Galaxy S25. Each choice results in a corresponding colour being splashed onto the user’s face, with a medley of shades emerging by the end of the journey. The experience ends with a cheerful "Happy Holi" message, which users can share with friends and family.
Designed for social media, this campaign invites viewers to enjoy the fun while discovering the vibrant colours of the Galaxy S25 Series.
“Advertising has moved beyond ads into experiences. And so we decided to turn a showcase of the Galaxy S25 Series’ range of colours into a Holi experience," said Sudhir Das, Sr. ECD at Cheil India. “Fusing technology with creativity, in this case, collaborating with Snapchat, allowed us to surprise and engage younger audiences in a way that a 30-second TV spot just could not. Also, on a personal note, as someone who prefers hiding during Holi, it’s a great way to participate in the festivities.”
Neha Jolly Sawhney, Head of Ad Monetisation, India at Snap Inc. added, “Gen Z thrives on immersive experiences, reimagining traditions in ways that feel personal and dynamic. For Gen Z, the festive season is all about self-expression through visual storytelling, with 77% gravitating towards immersive AR lenses to capture and share their celebrations creatively and playfully. Our partnership with Samsung is a vibrant celebration of innovation and culture, reflecting our commitment to bringing fresh, innovative ways to celebrate moments they resonate with. This collaboration not only connects people through colour and creativity but also redefines how brands engage with the generation of tech-savvy consumers.”
The AR lens can be accessed through the provided link, allowing users to join in the fun and colour their Holi celebrations with Samsung’s Galaxy S25 Series.
