Cheil India unveils new Samsung Galaxy F36 5G campaign: ‘India! Go Hi-FAI’
Cheil India has launched a new campaign for the Samsung Galaxy F36 5G, highlighting the smartphone’s AI upgrade with the line: ‘India! Go Hi-FAI’.
The Galaxy F36 5G features a 50MP OIS Triple Camera, Night Portraits with AI Depth Map, and 4K video recording, along with AI-driven tools such as Circle to Search with Google and AI Select. From improved photography to easier online searches and instant GIF creation, the Galaxy F36 5G brings AI-powered convenience to everyday moments.
The campaign draws inspiration from the lives of the Gen Z in India. For them two inter-connected truths take precedence – the willingness to upgrade or elevate in every sphere of life, and the desire to stand out and make an impression. With Galaxy F36 5G, Samsung has not only brought the power of AI into mid-segment devices, it has also tapped into these youth insights and built on a larger strategic promise of “living life elevated”. Whether it’s about photos that are looking a little ‘blah’ or their chats feeling slightly ‘meh’, with the power of AI the users can add some sparkle, surprise, and share-ability to almost anything. Basically, any lo-fi moment in life can get an upgrade to “Hi-FAI” with the Galaxy F36 5G.
The campaign film personalises the experience by weaving ‘AI’ directly into the soundtrack, calling out names and characters like “Ricky from Bhilai”, “Sheila and Tina Pillai”, “Ms. Albeli eating Thai”, and “Baraati from Begusarai”. In each phrase, ‘AI’ is cleverly embedded, making the track feel tailor-made for young India. The vibe is unmistakably Gen Z- fresh, aspirational, and trend-forward.
Kaushik Dutta, Sr. Executive Creative Director, Cheil India, said: “The idea for the film was simple: AI shouldn’t be a privilege, it should be in every pocket. With Galaxy F36 5G, whether you’re shooting portraits, searching in seconds, or making instant GIFs, AI becomes effortless, playful, and personal. That’s the fun of Hi-FAI, and that’s what the film celebrates.”
With its upscale treatment, catchy jingle, and playful personalisation, the campaign captures the spirit of an ambitious, tech-savvy generation.
Credits
Agency: Cheil India
Chief Operating Officer: Mandeep Sharma
Chief Creative Officer: Vikash Chemjong
HOD MX Innovative Business: Shruti Negi
Sr. Executive Creative Director: Kaushik Datta
Account Management Team: Drishti Ganguly, Niharika Singh, Punya Madan
Creative Team: Shekhar Kumar, Arun Kumar Gupta, Mayank Sihmar, Utkarsh Tyagi, Priyanka Tarafder, Sukrit Koul
Strategy Team: Kunal Ghosh, Shruti Chauhan
Agency Producer: Revati Ahuja
Director: Kartik Ramnathkar
