Samsung celebrates family togetherness this Diwali with AI technology

This Diwali, Samsung’s latest campaign strikes an emotional chord, celebrating the magic of family togetherness in today’s fast-paced world. As children grow up and drift into their own routines, those shared festive moments often become a rarity. However, with the Samsung AI TV, the campaign beautifully illustrates that it’s never too late to relive treasured memories and create new ones. By leveraging the cutting-edge technology of AI-powered upscaling and Knox security, Samsung brings families closer together, turning Diwali into a celebration of both nostalgia and modern technology.

At the heart of the campaign is the Samsung AI TV, a product designed not just for stunning visuals, but for an immersive experience that adapts to your lifestyle. The Neo QLED 8K with AI upscaling technology breathes new life into old family videos, rendering them with unparalleled clarity and detail. The TV’s Knox security ensures that data remains protected, even in the digital age, allowing for a safe and worry-free viewing experience. Together, these features make the Samsung AI TV the ultimate companion for modern families, enhancing both their entertainment and connections while elevating the Diwali experience to new heights.

"Samsung AI TV is about stunning visuals and immersive sound. And that's not all, it's also about upscaling happiness! This Diwali, let every experience on your TV screen be a celebration of togetherness and the magic of creating new memories with loved ones”, said Viplesh Dang, Senior Director, Samsung India. "We hope our campaign resonates with families reminding them that the best celebrations happen when they are shared with the ones who matter the most.”

The film’s narrative revolves around a father excited to celebrate Diwali, only to find his family in their own bubbles—his daughter glued to her phone, his son lost in his music, and his wife engrossed in work. Overwhelmed yet determined, he discovers an old family video of his kids of a Diwali laddoo-eating contest and watches it on their Samsung Neo QLED 8K AI TV, where the 8K upscaling feature brings the moment to life with spectacular detail. A cheerful jingle plays in the background, capturing the essence of festive togetherness. The nostalgia sparks joy, and soon the whole family joins in, recreating the same contest with a fresh batch of laddoos. As the delivery guy catches a glimpse of the vibrant TV screen, it instantly switches to the Knox security logo, a visual representation meant to highlight the robust protection that works seamlessly in the background.

“Technology sometimes has been accused of fragmenting a family. So what better time than the festive season to showcase how the right tech can do quite the opposite thing. Because when your TV has AI Upscaling Technology, it can not only turn your old memories into 4K but more than that, it has the power to get people together and light up the festive spark in the family!” said Vikash Chemjong, CCO, Cheil India.

“In today’s world, where families often drift into their digital silos, we wanted to show how technology acts as a catalyst and brings them back together,” said Tripti Surana, ECD, Cheil India. “The Samsung AI TV doesn’t just enhance your audio-visual experience, it revives the magic of shared moments, allowing families to reconnect over memories that make any festive occasion special. Here it’s a laddoo-eating contest, a cherished family tradition that brings the festival of lights alive once again”.

“The human connect fostered by technology has been brought forth during the time when Indians are bonding with their loved ones and reliving their memories. Samsung AI TV is more than just a piece of technology – it’s a perfect bridge that seamlessly connects our past with the present and rekindles the bond of love & togetherness. Samsung has always endeavoured to light up the festive moments and bring the whole family together,” said Mandeep Sharma, National Head, Cheil India- Samsung Business.

Credits

Agency: Cheil India

Chief Operating Officer: Sanjeev Jasani

Chief Creative Officer: Vikash Chemjong

Campaign Director: Kapshin Cho

National Head, Cheil India - Samsung Business: Mandeep Sharma

Executive Creative Director: Tripti Surana

Account Management HOD: Shruti Negi

Account Management Team: Saurabh Singh & Nitika Bhardwaj

Creative team: Hina Talwar, Vishnudas Kunchu & Aaheli Dutta

Strategy Team: Aparajita Biala & Sonali Sharma

Client (SIEL Team): Viplesh Dang, Rajesh Assija, Natasha Kapur & Neha Gupta

Production House – Cylndr India

Director – Prashant Madan

Producer - Umesh Bopche & Meera Ghare