Mumbai: Cheil India has unveiled a new campaign for Samsung’s Samsung Galaxy M17e 5G, bringing together nostalgia and high-octane motorbiking to amplify the brand’s ‘All in One Monster’ philosophy.
The campaign blends adrenaline-fuelled motorcycle stunts with a nod to Gen MZ’s affinity for iconic adventure reality shows, creating a distinctive narrative that positions the device as a powerhouse combining durability, performance, smoothness, and long-term reliability. Built on the idea that a “Monster” is defined by multiple strengths working together, the storytelling translates product features into dynamic motorbiking metaphors centred on control, endurance, and movement.
Adding to the campaign’s appeal, Rannvijay Singha and Nikhil Chinapa headline the films, bringing their established association with the biking and adventure space to reinforce the “Monster attitude.” Their on-screen chemistry and humour form a key element of the campaign’s engaging tone.
“Samsung Galaxy M17e 5G has been designed as an all in one smartphone for consumers who want durability, performance, and long-term value in a single device. 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.
“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. Speaking of humour, this team’s track record of sneaking in dad jokes remains unbroken,” said Sudhir Das, Senior ECD, Cheil India.
The multi-asset campaign spans teasers, product films, and feature-led content, reflecting Cheil India’s continued push to evolve Samsung’s “Monster” universe into a more immersive, experience-led storytelling platform that resonates with younger audiences.
Credit List:
Agency: Cheil India
Chief Creative Officer: Vikash Chemjong
Chief Operating Officer: Kumar Awanish
Business Director: Daesung Dee Kim
HOD MX Innovative Business: Shruti Negi
Sr. Executive Creative Director: Sudhir Das
Account Management Team: Anirban Pal, Mihir Baisoya, Ujjwal Grover
Creative Team: Nitesh Sah, Shinjini Banerjee, RS Sanjana, Kapil Yadav, Ravi Pal, Susanna Julia
Strategy Team: Aparajita Biala, Arnab Datta Chaudhuri, Megha Malhotra
Social Team: Yatin Gupta, Utkarsh Seth, Akansha Bhagat, Shruti Kumari
