Cheil India wins Samsung India’s Rs 300 crore ATL media mandate

MUMBAI: The pitch is over, the pieces have moved, and one agency has emerged with the biggest prize on the board. In a significant shake-up for India’s advertising and media ecosystem, Cheil India has secured Samsung India’s comprehensive above-the-line (ATL) media mandate, ending a months-long multi-agency contest for one of the country’s most coveted media accounts. Industry sources confirmed that Samsung has selected Cheil India to manage the entire ATL media business after an intensive review process that drew participation from some of the industry’s largest networks, including Starcom and Havas Media. The mandate is estimated to be worth around Rs 300 crore.

The win marks a major expansion of Cheil India’s role within Samsung’s marketing ecosystem. Until now, the electronics giant’s media responsibilities were split across multiple partners. IPG’s Lodestar UM had overseen traditional channels such as television, print and radio for more than a decade, while Cheil handled digital media, outdoor advertising and retail activations.

That fragmented structure is now set for a reset.

Samsung’s decision reflects a growing industry trend towards media consolidation, as brands seek tighter integration between online and offline channels, unified audience data and greater operational efficiency. With competition intensifying across smartphones, consumer electronics and home appliances, marketers are increasingly looking for a single strategic view of the customer journey rather than managing separate agency silos.

The review was also understood to have been influenced by changes within the global agency landscape and evolving conflict-of-interest considerations, prompting Samsung to reassess its long-standing media arrangements.

For Cheil India, the victory is particularly noteworthy. While the agency has long been Samsung’s global marketing partner and has managed several specialised functions in India, this is the first time it has taken charge of the brand’s full media mix in the country. The expanded remit now covers media planning and buying across Samsung India’s entire product portfolio, from flagship smartphones to televisions, appliances and connected devices.

The transition is already understood to be underway, with teams preparing for upcoming campaigns in the next quarter. Neither Samsung nor the participating agencies have officially commented on the development.

For now, however, the message from the market is clear, Samsung has decided that when it comes to media, one screen is better managed by one team.