This Diwali, Samsung’s campaign hits right at the heart, focusing on family togetherness in a world where shared moments are becoming rare. With children growing up and slipping into their own routines, family time often takes a back seat.

Samsung’s new campaign highlights its AI-powered TV to make Diwali a perfect mix of nostalgia and modern tech.

The campaign film tells the story of a father ready for Diwali but finding his family in their own worlds—his daughter scrolling through her phone, his son lost in music, and his wife buried in work. Feeling disheartened, he stumbles upon an old video of his kids in a laddoo-eating contest. The film uses Samsung’s Neo QLED 8K AI TV, to bring the moment alive, sparking joy and pulling the whole family back together. They soon recreate the contest, with laughter filling the room, and even the delivery guy gets a glimpse of the 8K screen before it switches to Knox’s security logo, which works in the background.

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Viplesh Dang, Senior Director, Samsung India, stated that the Samsung AI TV is all about bringing families closer.

Vikash Chemjong, CCO of Cheil India, said, “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!”