Cheil India and Samsung Galaxy S25 Ultra redefine print with mixed reality newspaper ad
Cheil India has launched a new campaign for the Samsung Galaxy S25 Ultra that aims to redefine print media. With a first-of-its-kind mixed reality experience, Cheil reimagines what a newspaper ad can be. The execution brings to life the powerful on-device AI capabilities of the Galaxy S25 Ultra—showcasing its advanced camera features, Galaxy AI tools, and built-in Google Gemini integration.
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.
Credits
Client: Samsung India
Chief Operating Officer: Mandeep Sharma
Chief Creative Officer: Vikash Chemjong
HOD Flagship Business: Saksham Kohli
Executive Creative Director: Sudhir Das
Account Management team: Rohit Negi, Prabal Gaur, Teena Sharma
Creative team: Nitesh Shah, Hitesh Razdan, Shinijini Banerjee, Deepak Kumar, Anjani Kashyap, Akriti Bahl, Aryav, Avinash Jha, Ankit Kumar
Planning & Strategy Team: Kunal Ghosh & Shruti Chauhan
Film Producer: Revati Ahuja
Studio Production: Prantik Dutta, Inderjit, Parveen Kumar, Rahul Kumar, Chandan Singh Rawat