New Delhi: Cheil India has unveiled a vibrant new campaign for the Samsung Galaxy F36 5G, celebrating the smartphone’s advanced AI capabilities with the high-energy tagline: ‘India! Go Hi-FAI’.
The Galaxy F36 5G packs a 50MP OIS Triple Camera, Night Portraits with AI Depth Map, 4K video recording, and cutting-edge AI features such as Circle to Search with Google and AI Select. With these, the device redefines everyday experiences—transforming simple photos, searches, and edits into richer, more dynamic moments. From vivid clicks and instant GIF creation to seamless online discoveries, the Galaxy F36 5G makes it all possible with just a touch of AI.
Inspired by Gen Z’s lifestyle and aspirations, the campaign taps into two core truths: their constant pursuit of upgrading every sphere of life, and their desire to stand out. Samsung, with the Galaxy F36 5G, democratizes AI in the mid-segment smartphone category while reinforcing its larger promise of “living life elevated.” The campaign highlights how any lo-fi moment can instantly be upgraded to “Hi-FAI”—whether it’s dull photos, monotonous chats, or routine discoveries.
The campaign film creatively integrates AI into its soundtrack, giving it a fresh, personalized feel. With quirky callouts like “Ricky from Bhilai,” “Sheila and Tina Pillai,” “Ms. Albeli eating Thai,” and “Baraati from Begusarai,” the track cleverly embeds “AI” into names and situations, making it fun, relatable, and unmistakably Gen Z in tone.
Kaushik Dutta, Sr. Executive Creative Director, Cheil India, said, “The idea for the film was simple: AI shouldn’t be a privilege, it should be in every pocket. With Galaxy F36 5G, whether you’re shooting portraits, searching in seconds, or making instant GIFs, AI becomes effortless, playful, and personal. That’s the fun of Hi-FAI, and that’s what the film celebrates.”
With its upscale treatment, catchy jingle, and playful personalization, the campaign captures the spirit of a tech-savvy, ambitious generation eager to explore the power of AI in everyday life.
It’s time to change the way India searches, captures, edits, and creates. It’s time for India to Go Hi-FAI.
Credit list-
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, Sukrit Koul
Strategy Team: Kunal Ghosh, Shruti Chauhan
Agency Producer: Revati Ahuja
Director: Kartik Ramnathkar
