Samsung Galaxy brings out the ‘all-in-one-monster’ in new campaign with Cheil India

India — Cheil India has unveiled a new campaign for the Samsung Galaxy M17e 5G, built around the brand’s “all-in-one monster” positioning and aimed at highlighting the device’s performance and durability.

The campaign draws on elements of nostalgia and high-adrenaline motorbiking, referencing the appeal of early adventure reality shows among Gen MZ audiences. It seeks to translate the product’s features into a narrative that combines action-driven storytelling with lifestyle cues.

According to Cheil India, the campaign is based on the idea that a “Monster” product is defined by multiple strengths working together, with the product positioned as a device that delivers durability, smooth performance, and long-term reliability.

To bring this concept to life, the campaign adopts a motorbiking theme, using stunt-driven visuals and metaphors tied to movement, control, and endurance. This approach marks a shift from more conventional smartphone advertising formats.

Indian television personalities Rannvijay Singha and Nikhil Chinapa front the campaign, with their on-screen dynamic forming a central part of the storytelling.

“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.

Moreover, the campaign includes a series of assets, ranging from teasers and product introduction films to feature explainers and retail-focused content, forming what the agency describes as a connected “Monster” universe.

“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,” said Sudhir Das, Senior Executive Creative Director at Cheil India.

The initiative forms part of Cheil India’s broader efforts to extend Samsung’s “Monster” platform through experience-led storytelling, with a focus on integrating product features into narrative-driven campaigns.