Cheil India’s latest campaign for the Samsung Galaxy S25 Ultra has introduced a new interactive experience in print media using mixed reality. The ad highlights Samsung’s on-device AI capabilities, including its camera features, Galaxy AI, and integration with Google Gemini.
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 camera functions to smart responses, the ad highlights the Galaxy S25 Ultra’s AI capabilities in a simple, interactive format.
By scanning a QR code with any smartphone, readers can start a voice-guided journey. The story follows two friends and an unexpected companion through six simple moments, like looking for a lost puppy or camping under the stars.
This interactive approach gives users the ability to explore different storylines, making each interaction 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 task, 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”.
