Samsung’s Galaxy A16 5G Brings Tech Twist to Panchayat’s Phulera

Phulera, the fictional village from the hit series Panchayat, has received a modern upgrade with the launch of Samsung’s Galaxy A16 5G phone. Partnering with Cheil India, Samsung has brought the quirky charm of the beloved village into its new campaign, blending technology with desi humour and nostalgia.

Panchayat, a popular comedy-drama created by The Viral Fever (TVF) and streamed on Prime Video, has been a fan favourite since its debut in 2020. With relatable characters like Vikas, Prahlad Cha, and Binod, the series captures the essence of rural India. Now, the same world is being used to highlight the features of Samsung’s latest mid-range smartphone, offering a unique fusion of storytelling and branding.

Kaushik Datta, Executive Creative Director at Cheil India, shares that the idea was to give a “desi tadka” to a typical smartphone launch. “Phulera’s relatable and quirky world gave us the perfect backdrop,” he says. To ensure authenticity, Cheil India collaborated with TVF to integrate the Galaxy A16 5G into the lives of the supporting characters, creating a campaign that feels true to the series.

The campaign focuses on everyday scenarios in Phulera, with humorous situations that highlight the phone’s features and affordability. For instance, one ad shows Prahlad Cha exploring a smartphone for the first time, while another hilariously addresses the eternal disdain for soan papdi in Indian households.

Notably, the campaign avoids overshadowing the narrative with branding, letting the story shine naturally. Supporting characters like Bhushan and Binod feature prominently, ensuring relatability for Tier-2 and Tier-3 audiences. One of the standout moments comes from a viral line, “Dekh raha hai Binod,” cleverly woven into the campaign.

Priced at ₹18,999, the Galaxy A16 5G promises to be a game-changer for Samsung’s outreach to smaller towns and cities. The campaign leverages the familiarity of Panchayat to connect emotionally with audiences, making the phone not just a product but a part of the Phulera experience.

This isn’t the first time brands have tapped into the charm of Panchayat. Last year, TVF created a promotional film for Bajaj Platina, while Tata Motors used Prahlad and Vikas for a road-trip campaign featuring its Prima range of trucks.

For fans eagerly awaiting more Panchayat, there’s good news—Prime Video has officially started filming the fourth season, with the original cast returning. As Samsung brings tech to Phulera, fans can rest assured that the village’s trademark humour—and even its lauki—will remain intact.