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.
MAM
Coca-cola launches ‘Har Meal Aaaah’ campaign with Mamitha Baiju
Hyperlocal film turns parotta into ‘Parotaaaaaah’ to celebrate meal moments
MUMBAI: One sip, one sound and suddenly, every meal gets its moment. Coca-cola has unveiled its latest campaign, ‘Har Meal Aaaah’, aiming to turn everyday dining into something a little more memorable and a lot more refreshing. Fronted by Mamitha Baiju, the campaign leans into Coca-cola’s iconic “Aaaah” mnemonic that unmistakable expression after the first sip reimagining it as a cultural thread that ties together food, flavour and feeling across regions. The film, rooted in Tamil Nadu’s culinary culture, spotlights the beloved parotta, playfully stretching it into “Parotaaaaaah” to capture the joy of the perfect pairing.
Conceptualised by Ogilvy and extended regionally by Studio X, the campaign blends local insight with global brand cues. It reflects Coca-cola’s ongoing strategy of embedding itself into everyday rituals, this time, not through grand occasions, but through the quiet, familiar moments around food.
The idea is simple but sharply executed: position Coca-cola not as an add-on, but as an essential companion to meals. By tapping into hyperlocal food habits while retaining a universally recognisable brand cue, the campaign aims to deepen emotional recall across diverse audiences.
Early traction suggests the approach is resonating. The campaign has already sparked organic engagement online, with memes and user reactions amplifying its reach proof that sometimes, the smallest ideas travel the furthest.
At a time when brands are competing for attention in increasingly fragmented markets, ‘Har Meal Aaaah’ takes a different route zooming in rather than out. Because in the end, Coca-Cola’s bet is clear: if you can own the moment after the first sip, you can own the meal.
