MAM
Cheil India rebrands as Cheil SWA Group, builds full-funnel marketing arsenal for the future
MUMBAI: Cheil India just hit refresh. On 1 May 2025, the agency formally announced its rebranding into the Cheil SWA Group, marking a strategic expansion of its services to meet the evolving needs of modern marketers. From being Samsung’s in-house agency in 2003 to becoming a multi-pronged marketing ecosystem, the transformation signals its ambition to own the entire value chain—creativity, commerce, content, and conversion.
At the helm is Cheil SWA Group president & CEO Carlos LimSeob Chung. Jitender Dabas joins as Cheil X CEO, the creative and strategy wing serving non-Samsung clients, while Mandeep Sharma takes over as Cheil India COO, driving CRM and customer experience across the group.
Guided by the philosophy ‘Impact Every Moment’, Cheil SWA Group now operates through seven specialised companies:
1 Cheil India (Samsung Business): Continues as Samsung’s integrated agency, delivering on creative, retail, digital, and brand experiences.
2 Cheil X: Expands creative and strategy solutions to global and Indian brands beyond Samsung, with a recent footprint added in Mumbai.
3 Experience Commerce: The digital marketing and tech arm acquired in 2017. Houses an Offshore Development Center (ODC) for the global Cheil network and boasts consistent double-digit growth.
4 Cylndr: The content production studio for VFX, CGI, and end-to-end video creation.
5 Digital media and influencer marketing: A 300+ member strong vertical specialising in performance marketing, influencer engagement, and D2C solutions.
6 NewRx: The retail design and store innovation unit handling everything from concept to execution.
7 Cheil GDC: The data analytics hub that drives automated marketing through real-time consumer insights.
Together, these arms position Cheil SWA Group at the confluence of creativity, commerce, and data—ready to deliver fully integrated campaigns that are not just pretty, but performance-driven.
“Today’s marketing landscape demands integrated thinking and specialised execution,” said Chung. “Our transformation into Cheil SWA Group is a natural evolution of our capabilities, allowing us to offer clients seamless access to world-class expertise across every touchpoint of the consumer journey.”
From a Samsung-only outfit to a group built for tomorrow’s marketing challenges, Cheil SWA Group is laying claim to the full funnel—pixel to purchase.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
