Mumbai: Cheil India has launched ‘Welcome to S’, a campaign for Samsung Galaxy S26 FE that explores the emotions of young adulthood through the story of a college student experiencing independence, friendship and first love.
The campaign positions the Galaxy S26 FE as both an entry point into Samsung’s flagship smartphone ecosystem and a companion for young consumers navigating their first major life experiences. It highlights the FE proposition as a way for Gen Z consumers taking their first steps towards independence to access Samsung’s premium smartphone range.
The campaign draws on the emotional transition that parents experience when their children leave home for college. While the milestone brings pride and excitement about new opportunities, it also comes with concerns about their readiness for life beyond familiar surroundings.
The narrative follows a young boy beginning his college journey, with his mother marking the occasion by gifting him his first flagship smartphone, the Galaxy S26 FE. The gift becomes the starting point for a love story between the boy and a fellow student.
Structured as a series of four films, the campaign captures moments in the developing relationship, from the first conversation and nervous anticipation to discovering shared interests. The films also showcase the smartphone’s different customer experience propositions (CXPs) as the protagonist uses its features to connect with the girl.
“Growing up is a collection of firsts. The first day of college, the first friendship that feels like family, living away from home for the first time and perhaps, falling in love for the first time. We chose to tell a story about an innocent first love through a series of four films, creating a campaign that reflected the GenZ world, without overdoing it with GenZ terminology,” said Vikash Chemjong, CCO, Cheil India.
Through its storytelling approach, ‘Welcome to S’ connects the idea of a first flagship smartphone with the personal milestones that shape young adulthood. The campaign seeks to establish the Galaxy S26 FE as a device that accompanies consumers through experiences associated with their transition into greater independence.
With four films centred on a single love story, Cheil India continues its focus on narrative-led brand communication that moves beyond conventional product-focused advertising.
Link the films
Credit list
Agency: Cheil India
Chief Operating Officer, Cheil SWA: Kumar Awanish
Creative :
Chief Creative Officer: Vikash Chemjong
Sr. ECD: Sudhir Das
Sr. Creative Director Copy: Shinjini Banerjee
Sr. Creative Director Art: Hitesh Razdan
Associate Creative Director Copy: Akriti Bahl
Junior Art Director: Inderjeet Singh
Junior Art Director: Deepak Kumar
Assistant Copy Writer: Susanna Julia
Planning:
National Head Strategy Planning: Aparajita Biala
General Manager: Kunal Ghosh
Sr. Brand Strategy Director: Shruti Chauhan
Client Servicing:
Associate Vice President : Aditya Gupta
Deputy General Manager: Prabal Gaur