Galaxy M06 5G & M16 5G Campaign
Campaign Objective
To drive mass awareness and relatability for the newly launched Samsung Galaxy M06 5G and M16 5G, by partnering with India’s most iconic mass television show – CID. Samsung’s goal was to tap into the mass Hindi-speaking belt, leveraging nostalgia, meme culture, and the universal popularity of the CID cast among Gen Z and millennial audiences.
Why CID?
- CID Relaunch in February brought massive traction.
- Iconic characters like ACP Pradyuman, Abhijeet, Daya, and Dr. Salunkhe are highly meme-ified, and digitally relevant.
- CID enjoys cult popularity across ages and demographics, especially in Tier 2 & 3 Hindi-speaking markets.
- Perfect brand fit with Samsung Galaxy M-series, which is affordable, massy, and digitally feature-rich.
Target Audience
Parameter
Description
Age Group
16–35 (Gen Z & Millennials)
Gender
All genders
Geographies
Primarily Tier 2 & Tier 3 Hindi-speaking states (North, Central, West India)
Income
Middle to Upper-Middle Class
Education
College students, recent graduates, working professionals
Psychographics
Meme-loving, nostalgia-driven, content-consumers, aspirational, value-seeking, tech-savvy
Parameter
Age Group
Description
16–35 (Gen Z & Millennials)
Gender
Description
All genders
Geographies
Description
Primarily Tier 2 & Tier 3 Hindi-speaking states (North, Central, West India)
Income
Description
Middle to Upper-Middle Class
Education
Description
College students, recent graduates, working professionals
Psychographics
Description
Meme-loving, nostalgia-driven, content-consumers, aspirational, value-seeking, tech-savvy
Campaign Narrative
Each CID character “investigated” the question:
Why is the Samsung Galaxy M06 5G or M16 5G the best phone in the market today?
The satire-led storytelling showcased CID officers humorously endorsing the features, durability, and price value of the phones — leading to a moment where the CID team themselves switched to Samsung M-series.
Content & Assets Created
- Reels Posted: 16 reels (4 per celebrity)
- Instagram Stories: 16 stories (4 per celebrity)
- Still Shoots: Multiple stills shot with mobile phones
- Digital Assets: Creative adaptations for digital & in-store use
- Total Assets: 17+ campaign assets (reels, stories, stills, creatives)
Shoot & Execution Details
Details
Information
Shoot Duration
2 days x 8 hours = 16 hours
Celebrity Onboarding Time
Approx. 2–3 days
Production House
Red Cape Entertainment
Celebrities Featured
Shivaji Satam (ACP Pradyuman), Aditya Srivastava (Abhijeet), Dayanand Shetty (Daya), Narendra Gupta (Dr. Salunkhe)
Cumulative Instagram Followers
1.428M
Product Promoted
Samsung Galaxy M06 5G & M16 5G
Platforms
Instagram (Reels + Stories), Digital Ads, OTT Platforms, Retail Screens
Digital Usage Rights
OTT, Retail Stores, Digital Media – 6-month duration
Details
Shoot Duration
Information
2 days x 8 hours = 16 hours
Celebrity Onboarding Time
Information
Approx. 2–3 days
Production House
Information
Red Cape Entertainment
Celebrities Featured
Information
Shivaji Satam (ACP Pradyuman), Aditya Srivastava (Abhijeet), Dayanand Shetty (Daya), Narendra Gupta (Dr. Salunkhe)
Cumulative Instagram Followers
Information
1.428M
Product Promoted
Information
Samsung Galaxy M06 5G & M16 5G
Platforms
Information
Instagram (Reels + Stories), Digital Ads, OTT Platforms, Retail Screens
Digital Usage Rights
Information
OTT, Retail Stores, Digital Media – 6-month duration
Campaign Results
Metric
Shivaji Satam
Abhijeet
Daya
Total
Views
377.2K
381.7K
459.7K
1.22M
Likes
22787
25785
27077
75649
Comments
212
227
359
798
Shares
4654
1869
893
7416
Metric
Views
Shivaji Satam
377.2K
Abhijeet
381.7K
Daya
459.7K
Total
1.22M
Likes
Shivaji Satam
22787
Abhijeet
25785
Daya
27077
Total
75649
Comments
Shivaji Satam
212
Abhijeet
227
Daya
359
Total
798
Shares
Shivaji Satam
4654
Abhijeet
1869
Daya
893
Total
7416
Conclusion
This campaign was a fabulous blend of nostalgia, satire, and mass digital impact. The CID cast’s relatability, combined with the affordable price point and features of the Galaxy M-series, made this campaign an instant digital hit.
Social Aviator played a pivotal role in:
- Artist onboarding and negotiations at optimum pricing
- Content management and timely posting
- Production coordination with Red Cape Entertainment
- Rights acquisition from Sony Television, the IP holder of CID
The campaign successfully expanded Samsung’s footprint in the mass digital consumer base while driving a humorous brand recall.
How Social Aviator Can Benefit Your Brand
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