Ad agencies
Cheil bags Jitender Dabas as CEO to steer Cheil X into bold new orbit
MUMBAI: There’s a new sherpa in the adland Himalayas, and his backpack’s full of strategy, swagger, and serious hardware. Cheil south west Asia has appointed Jitender Dabas—known in industry circles as Jeetu—as CEO of Cheil X, its independent, full-service agency tasked with handling non-Samsung accounts. And in classic Dabas fashion, he’s coming in with more hats than a fashion week runway.
Effective 3 April 2025, Dabas took charge of Cheil X’s offices in Delhi and Mumbai, with an additional group-wide brief as chief strategy officer for Cheil SWA. Translation: he’s now got his fingers in nearly every pie under the Cheil umbrella, from digital media and influencer marketing to content production, retail design and performance-driven campaigns.
Dabas joins from McCann Worldgroup, where he wore the twin hats of COO & CSO for India, while also serving as head of effectiveness for APAC. And yes, that’s a lot of hats—but if anyone can juggle strategy, operations, and creative firepower without breaking a sweat, it’s Jeetu.
“We’re thrilled to welcome Jitender Dabas to the Cheil SWA Group and family. His reputation as a professional and leader precedes him, and his appointment marks a significant milestone as Cheil X enters its next phase of growth and transformation… There couldn’t have been anyone better than Jeetu to drive this intersection of creativity, strategy, and technology into a new future-focused agency,” said Cheil India MD and Cheil SWA president, Carlos Limseob Chung.
With an IIT Delhi pedigree and accolades galore—including the WPP Atticus Award and jury roles at Cannes Lions, WARC, and Effies—Dabas has shaped brand narratives and marketing effectiveness across WPP and IPG for decades. His work has snagged more than 100 awards, from India to international arenas.
Cheil X is no ordinary outfit. It’s the agency group’s creative spearhead beyond the Samsung portfolio, and with Experience Commerce, Cylndr, and Newrx under its wing, it’s a full-blown warship of marketing muscle.
Dabas, never one to play it safe, laid out his vision with characteristic clarity, “I am really excited about leading Cheil X at the pivotal moment in its journey in India. As an industry, we are all acutely aware of the change that is upon us… Cheil is a global leader when it comes to solutions at the intersection of creativity and technology, and I am excited about partnering businesses and brands in India… I’m looking forward to creating something future-facing: an agency that doesn’t just keep up with change but leads it.”
With Cheil doubling down on tech-led storytelling, Dabas isn’t just stepping into a role—he’s launching into a full-blown mission. Consider the advertising galaxy officially on notice.
MUMBAI: When your cakes are iconic, your rusks have cult status, and your croissants are quietly doing their flaky thing across Indian breakfast tables, you don’t just hire any agency. You bring in the big knives. Britannia Industries has just appointed Tilt Brand Solutions as its agency on record for its baked goodies – we’re talking Cakes, Rusk, Bread, and Croissant. And no, it’s not half-baked.
The Mumbai-based creative hotshop will now whip up the brand and communication strategy for Britannia’s adjacency portfolio. That means not just making ads, but kneading brand love into every bite. The agency has been handed the apron to serve up memorable campaigns, engaging content, and maybe a few eyebrow-raising moments on your feed.
“For Britannia’s adjacency portfolio, it was imperative that we got on board a partner who would be able to bring a perfect amalgamation of creative strength and business acumen to the table. The balanced approach of Tilt Brand Solutions and their category & consumer understanding delivered on the brief. We look forward to this partnership to create a significant impact for these businesses,” said Britannia marketing – general manager Shekhar Agarwal.
Tilt Brand Solutions, which has been flexing its creative muscles in the Indian adland, now gets to work its dough across formats, platforms and consumer cohorts. Expect punchy campaigns that turn bakery basics into branding blockbusters.
“We are thrilled to partner with Britannia on this exciting journey. With our shared commitment to innovation and creativity, we are confident of creating impactful and memorable work that resonates with audiences, while also driving growth and leadership in the category,” said Tilt Brand Solutions CBO Hari Krishnan.
