Samsung Galaxy’s festive film finds family in a group chat

Samsung Galaxy’s festive campaign has taken a quieter path this year. Instead of leaning on decorations, rituals or spectacle, the brand and agency Cheil India have built a film around a question many consumers recognise: who actually feels like family?

01 · The film

Unveiled on November 7, the film follows six young people who stay connected through a common chat group. Their story unfolds through text messages, voice notes and shared photographs. As those everyday exchanges accumulate, the separate narratives move toward one doorstep and a revelation that broadens the meaning of family.

The Galaxy S Series, Galaxy Z Fold and Galaxy A Series are woven into the story as the devices enabling those small, repeated gestures — the call made, the photo sent, the message that reassures. The product is present without becoming the plot.

02 · The strategic turn

This is not a specs-led launch; it is a gifting play. Every feature is framed through a relationship: calls, messages, photos and shared group chats. That lets Samsung position devices across the S, Z Fold and A portfolios without changing the emotional message for premium and accessible price bands.

The film also stays consistent with Samsung’s larger festive message, “The Best Time to Buy Is Now”. The creative does double duty: it builds the brand while giving a reason to buy during the season.

03 · Why the strategy works

For Samsung, the film is more than a seasonal greeting. It gives the commercial line an emotional reason to act: a Galaxy device can be a gift of closeness, not just hardware.

“At Samsung, we believe technology has the power to strengthen human connections and make expression more meaningful,” said Aditya Babbar, Vice President, MX Business, Samsung India.

Cheil India CCO Vikash Chemjong frames the same idea from the other side: “who we call family isn’t the same for all of us.” That insight lets the film speak to a wider, younger audience whose closest bonds may live in a group chat rather than a traditional family gathering.

04 · What marketers can borrow

• Anchor the product in a daily ritual, not a product demo.
• Let emotion carry the story, with the device visible as the enabler.
• Connect the narrative to a buying window so the feeling converts into gifting intent.
• Use chosen-family territory to reach audiences whose relationships don’t fit a conventional festive template.

Marketing take: Sell the connection your product enables, and tie that feeling to the moment your customer is ready to act.

Source: MediaNews4U

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.