Cheil India bring back iconic TV detectives via new campaign for Samsung’s Galaxy M Series
Samsung India’s latest Galaxy M series campaign, in collaboration with Cheil India, tapped into nostalgia. The campaign amalgamates the power and style of the recently launched Galaxy M Series devices with the brilliant performances of the actors, whose craft has captivated Indian television audiences for decades.
For nearly 30 years, this group of detectives has been solving some of the toughest cases. In the latest campaign, they faced one of their greatest challenges yet: searching for the newest Monsters in town – Galaxy M06 5G and M16 5G.
Galaxy M Series is known for its cutting-edge technology, powerful performance, and sleek design – perfectly catering to India’s tech-savvy Gen MZ. With a reputation for pushing the boundaries of innovation, it’s no surprise the series has earned the title “Monster.” And who better to bring this “Monster” energy to life than the monsters of Indian television, who have also become pop-culture icons?
This campaign was more than just a traditional marketing effort—it was a cultural moment. By bringing back an iconic detective show, Cheil India tapped into the collective nostalgia of the audience, blending humour with emotional resonance. The result was a campaign that wasn’t just seen—it was felt. The viewers were engaged in the detective’s thrilling search for clues which included polls and stories that led to the big reveal. In a unique twist, 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.
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.”
In a world where brands constantly fight for attention, standing out isn’t always about creating something entirely new; sometimes, it’s about reimagining something timeless. And these phones are Monsters in every sense of the word. 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.
Mandeep Sharma, National Head of Cheil India – Samsung Business, said: “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.”
Sudhir Das, Senior ECD at Cheil India, added: “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.”
Credits
Client: Samsung India
Chief Creative Officer: Vikash Chemjong
National Head, Cheil India – Samsung business: Mandeep Sharma
Creative Core team: Sudhir Das, Nitesh Sah, Hitesh Razdan, Akriti Bahl, Sohon Simlai, Rashmi Ranjan Sahoo, Sandeep Aryan, Ravi Pal
Account Management HOD & VP: Aman Kishore
Account Management Team: Anirban Pal, Siddharth Sharma