Cheil India puts Samsung Galaxy M17e 5G in the fast lane with ‘All in One Monster’
Cheil India has brought Samsung’s latest ‘all in one Monster’ philosophy to life through a new film that combines high-impact motorcycle stunts with Gen MZ’s nostalgia for the OGs of adventure reality shows, to transform the campaign concept into a memorable brand moment.
Built around the belief that a Monster is defined by several strengths working together, the campaign positions the Samsung Galaxy M17e 5G as a smartphone designed for consumers who expect power, durability, smoothness, and long-term reliability in one device.
To achieve this, the team created a connected universe centred around the thrill and adrenaline of motorbiking, marking a refreshing departure from conventional smartphone campaigns. The product’s capabilities were demonstrated through metaphors of motorbiking that emphasise movement, control, and endurance.
Two prominent figures were chosen to anchor the storytelling: Rannvijay Singha and Nikhil Chinapa, who are deeply associated with this world and embody the “Monster attitude” to the fullest. Their chemistry and humour served as the glue that tied everything together.
“Samsung Galaxy M17e 5G has been designed as an all in one smartphone for consumers who want durability, performance, and long-term value in a single device. A product this monstrous deserves a campaign that does it justice. To achieve this, the films present the product’s story in a way that feels contemporary, vibrant, and closely connected to everyday user experiences,” said Swati Singh, General Manager, MX Business, Samsung India.
“We built a Monster world across multiple assets — teasers, product intro, theme films, feature explainers, even sales shoutouts. Keeping in mind the personality of the two hosts, we wrote to bring their natural chemistry to life, creating a campaign that’s oozing with Monster attitude and still manages to have humour and charm. Speaking of humour, this team’s track record of sneaking in dad jokes remains unbroken,” said Sudhir Das, Senior ECD, Cheil India.
The campaign marks another step in how Cheil India continues to expand Samsung’s Monster universe beyond conventional communication, placing the product and its philosophy at the centre of experience-led storytelling.
Credits
Agency: Cheil India
Chief Creative Officer: Vikash Chemjong
Chief Operating Officer: Kumar Awanish
Business Director: Daesung Dee Kim
HOD MX Innovative Business: Shruti Negi
Sr. Executive Creative Director: Sudhir Das
Account Management Team: Anirban Pal, Mihir Baisoya, Ujjwal Grover
Creative Team: Nitesh Sah, Shinjini Banerjee, RS Sanjana, Kapil Yadav, Ravi Pal, Susanna Julia
Strategy Team: Aparajita Biala, Arnab Datta Chaudhuri, Megha Malhotra
Social Team: Yatin Gupta, Utkarsh Seth, Akansha Bhagat, Shruti Kumari
