India – Samsung has partnered with Cheil India for its latest campaign, transforming a traditional newspaper ad into a first-of-its-kind mixed reality experience.
The campaign leverages the Galaxy S25 Ultra’s on-device AI capabilities—including its camera, Galaxy AI features, and built-in Google Gemini—to enable readers to interact with a print ad using just their voice. By scanning a QR code, readers can initiate an experience where they scan, speak, and steer the narrative based on their preferences—whether it’s seeking answers, discovering places, or exploring moments.
Once activated, the QR code transports users into an immersive digital story guided by voice commands. The journey follows two friends and an unexpected companion across six unique moments, from finding a lost puppy to camping under the stars. At each point, readers use voice input to decide what unfolds next, making the experience personalised and dynamic.
The campaign highlights the Galaxy S25 Ultra as an AI-powered companion designed to make interactions smarter and more intuitive. It also demonstrates how emerging technologies can be integrated into one of the most traditional media formats—print—offering a new form of user-led storytelling.
Sudhir Das, Sr. ECD at Cheil India, shared, “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.”
Featured in major national newspapers, the campaign has attracted thousands of interactions within hours of launch and generated widespread organic engagement, signalling a fresh take on print innovation in the age of AI.
