Mumbai: Cheil India’s new campaign for Samsung Galaxy Smartphones renders a fresh take on making great tech affordable. It further elaborates on its exclusive exchange offers which is ubiquitous in Indian households as the festive season approaches. The campaign features two iconic Galaxy products from the house of Samsung and is inspired by the tradition of hand-me-down gadgets within the family.

The epic Galaxy S23 Ultra and Galaxy Z Flip5 are the centrepiece of this campaign as they address the needs of Gen Z and millennials with a plethora of features. The Galaxy S23 Ultra has a 200MP camera, Nightography to capture those epic late-night moments, a powerful processor for all gamers, just to name a few. While the Galaxy Z Flip5 – one of the most pocketable self-expression tool - comes with a larger cover screen, compact design and lets you click hands free selfies with The Flex Cam.

“Keeping true to our philosophy of making great tech affordable, The Samsung S23 Series builds on the philosophy of affordability where consumers can choose upto 24M no cost EMI along with an unmatched exchange bonus on their old device driving our mission of Digital India” said Samsung India senior director, mobile business, Aditya Babbar.

The campaign is anchored around a film and its essence is affordability. The film is about offers. For such a tactical film, Cheil India approached it in an entirely new light. They weaved in a storyline around siblings. How one avails the zero down payment offer on the Galaxy S23 Ultra and returns his old phone to his younger sister, and how she upgrades that for a Galaxy Z Flip5 with an additional discount. The follow-up ads establish the archetypal relationship that a brother-sister has and the role the Galaxy S23 Ultra plays in each aspect of their relationship.

“We have shared our Smartphones with our siblings and all we did was capture this moment in a tongue-in-cheek manner, not to mention the attractive offers that make it easier to upgrade to Galaxy phones” said Cheil India CCO Vikash Chemjong.

Speaking about the campaign, Cheil India head of business Srijib Malik said, “Hand-me-down is common practice amongst siblings. However, with our attractive offers one can get into the aspirational Galaxy series. Through slice-of-life films, we have catapulted this observation into a theme that holds the entire campaign together”.