Samsung’s ‘Hi-FAI’ tune hits Gen Z, skips others

Cheil India has rolled out a new campaign for the Samsung Galaxy F36 5G, celebrating the smartphone’s AI upgrade with the high-energy campaign line: ‘India! Go Hi-FAI’. The smartphone is packed with a 50MP OIS triple camera, Night Portraits with AI Depth Map and 4K video recording, as well as AI-driven features such as Circle to Search with Google and AI Select. From richer, more vivid clicks to easier online discoveries and instant GIF creation, the Galaxy F36 5G makes it all possible with just a touch of AI.

The campaign draws inspiration from the lives of the Gen Z in India. For them two inter-connected truths take precedence, the willingness to upgrade or elevate in every sphere of life, and the desire to stand out and make an impression. With Galaxy F36 5G, Samsung has sought to not only bring the power of AI into mid-segment devices, it has also tapped into these youth insights and built on a larger strategic promise of ‘living life elevated’.

Whether it’s about photos that are looking a little ‘blah’ or their chats feeling slightly ‘meh’, with the power of AI the users can add some sparkle, surprise, and share-ability to almost anything. Basically, any lo-fi moment in life can get an upgrade to ‘Hi-FAI’ with the Galaxy F36 5G.

The campaign film personalises the experience by weaving ‘AI’ directly into the soundtrack, calling out names and characters like ‘Ricky from Bhilai’, ‘Sheila and Tina Pillai’, ‘Ms. Albeli eating Thai’, and ‘Baraati from Begusarai’. In each phrase, ‘AI’ is cleverly embedded, making the track feel tailor-made for young India. The vibe is unmistakably Gen Z- fresh, aspirational, and trend-forward.

Kaushik Dutta, senior 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 personalisation, the campaign captures the spirit of an ambitious, tech-savvy generation.

Campaign’s take:

Samsung’s latest campaign for the Galaxy F36 5G, crafted by Cheil India, wants India to ‘Go Hi-FAI’. With a foot-tapping soundtrack that slides ‘AI’ into every phrase—from Ricky in Bhilai to a baraati (bridegroom) in Begusarai—the film is designed as a pop anthem for Gen Z.

The visuals are slick, the jingle narratable, and the wardrobes nod squarely at the Instagram generation’s aesthetic. It’s a clever way of showing that AI is no longer confined to premium devices but can now be accessed through the one thing everyone already owns: a smartphone.

What is striking, however, is who the film leaves out. Despite its democratic positioning, the campaign addresses only young users, presenting AI as a youth-only playground.

The irony is sharper given that ‘Hi-FAI’ plays on the 1950s-era ‘Hi-Fi’—a reference point familiar to an older audience not acknowledged here. By choosing to sing solely to Gen Z, the campaign raises the question: if AI is meant for everyone, why does the creative execution feel like a closed club? The film may win over digital natives, but it risks sidelining the very idea of AI’s universality.

Credits:

• Agency: Cheil India
• Chief operating officer: Mandeep Sharma
• Chief creative officer: Vikash Chemjong
• HOD MX Innovative Business: Shruti Negi
• Senior 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