Mumbai: Cheil India has unveiled a visually striking CGI-led brand film to introduce the new Samsung Galaxy F70e 5G, anchored in the campaign thought ‘Fame Up’. The campaign positions the smartphone as an enabler for a new generation of creators who work relentlessly behind the scenes, yet remain unseen and uncelebrated.
The ‘Fame Up’ narrative speaks directly to young hustlers who grind without headlines, create without recognition, and contribute without setting trends. Through a bold visual metaphor, the film calls upon this audience, encouraging them to step into the spotlight and claim visibility, momentum, and recognition.
At the heart of the campaign is the Samsung Galaxy F70e 5G, which combines a high-quality portrait camera designed to keep subjects sharply in focus, a massive 6000mAh battery built for sustained all-day use, and a smooth 120Hz refresh rate that delivers fluid, seamless scrolling. Together, these features reinforce the campaign’s core promise of staying visible, powered, and in flow.
Set against a familiar urban landscape, the CGI film opens with the ground dramatically parting, from which the Samsung Galaxy F70e 5G ascends on a gleaming circular platform. As the device rises steadily beyond the city skyline, it symbolically leaves the ordinary behind, drawing the viewer’s gaze upward. At its peak, a spotlight locks onto the phone, holding focus as the film closes with a definitive message: “It’s time to Fame Up.”
By reframing elevation as progress, the campaign uses CGI not merely as visual spectacle but as a storytelling tool. The city becomes a stage, the spotlight a signal, and the ascent a metaphor for ambition and recognition. With ‘Fame Up’, Cheil India and Samsung position the Galaxy F70e 5G as a device built for those ready to rise, stand out, and be seen.
Credit:
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, Nishant Tewatiya
Strategy Team: Aparajita Biala, Kunal Ghosh, Shruti Chauhan
