Tag: Cheil India

India – Samsung has partnered with Cheil India for its latest campaign, transforming a traditional newspaper ad into a first-of-its-kind mixed reality experience.

The campaign leverages the Galaxy S25 Ultra’s on-device AI capabilities—including its camera, Galaxy AI features, and built-in Google Gemini—to enable readers to interact with a print ad using just their voice. By scanning a QR code, readers can initiate an experience where they scan, speak, and steer the narrative based on their preferences—whether it’s seeking answers, discovering places, or exploring moments.

Once activated, the QR code transports users into an immersive digital story guided by voice commands. The journey follows two friends and an unexpected companion across six unique moments, from finding a lost puppy to camping under the stars. At each point, readers use voice input to decide what unfolds next, making the experience personalised and dynamic.

The campaign highlights the Galaxy S25 Ultra as an AI-powered companion designed to make interactions smarter and more intuitive. It also demonstrates how emerging technologies can be integrated into one of the most traditional media formats—print—offering a new form of user-led storytelling.

Sudhir Das, Sr. ECD at Cheil India, shared, “We wanted to create a print experience for the age of social media. This led us down a rabbit hole which married filmmaking with digital illustrations with AR with AI. It seemed like a tough ask, and we’re very lucky to have a tech pioneer like Samsung by our side, who didn’t just buy into our creative vision but went all out to make it happen. And the cherry on top? We got to play with a puppy in between takes for 3 days straight.”

Featured in major national newspapers, the campaign has attracted thousands of interactions within hours of launch and generated widespread organic engagement, signalling a fresh take on print innovation in the age of AI.

India – After more than two decades in India, Cheil India has transitioned into the Cheil SWA Group, reflecting a strategic evolution into an end-to-end marketing solutions provider. The transformation includes a new group structure and leadership appointments.

Founded in 2003 as Samsung’s dedicated agency, Cheil has evolved into a full-service marketing group with a broader client portfolio. Its transformation into the Cheil SWA Group follows years of organic growth and strategic acquisitions, positioning it at the intersection of creativity, technology, and business strategy.

The restructured group comprises seven specialised units—Samsung Business, Cheil X, Experience Commerce, CYLNDR, NewRx, Digital Media & Influencer Marketing, and Cheil GDC—each offering expertise across areas such as creative marketing, digital transformation, performance marketing, content production, retail design, influencer engagement, and technology solutions. This integrated model is aimed at addressing the increasingly complex needs of modern businesses.

With this shift, Cheil SWA Group is also positioning itself as a destination for top industry talent. The realignment breaks down silos between marketing disciplines, offering clients a more streamlined and coordinated approach.

Carlos LimSeob Chung, president and CEO of Cheil SWA, will lead the newly restructured Cheil SWA Group. Jitender Dabas, recently appointed CEO of Cheil X, will oversee the group’s agency operations. Meanwhile, Mandeep Sharma steps in as COO of Cheil India, with a mandate to strengthen customer experience and build out CRM capabilities across the marketing value chain.

“Our transformation into the Cheil SWA Group marks a significant milestone in our journey. Each company within our group is driven by a commitment to innovation and excellence, allowing us to offer comprehensive solutions to our clients. We are excited about the future and confident that our expanded capabilities will enable us to achieve even greater success,” Chung explained.

He added, “Today’s marketing landscape demands integrated thinking and specialised execution. 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.”

India – Samsung, in collaboration with Cheil India, has unveiled a new campaign showcasing how AI-powered innovation transforms laundry, spotlighting the effortless convenience of the Bespoke AI Laundry washing machine.

The new campaign illustrates how Samsung’s AI-powered washing machine simplifies laundry by eliminating guesswork. The film takes a light-hearted approach, drawing parallels between relationships and fabric care—some need extra attention, while others are low maintenance. With AI Wash technology, each fabric gets the right treatment without manual effort.

Featuring Nimrat Kaur and Ira Dubey, the campaign film takes a light-hearted approach to laundry. Ira portrays someone meticulous about getting the perfect wash, while Nimrat demonstrates how the Bespoke AI Laundry simplifies the process—tossing in a full load and letting AI handle the rest.

Tripti Surana, executive creative director at Cheil India, commented, “The Bespoke AI Laundry campaign strikes a balance between humour and relatability. While Ira voices everyone’s laundry concerns as the ‘know-it-all’ friend, Nimrat is the cool new-age woman who shows us how AI can make even the most complicated and mundane chore of doing laundry a breeze.”

Shruti Negi, head of Samsung CE business at Cheil India, added, “Laundry has always been a tedious chore for every household, including mine. Experiencing the latest AI technology that powers the innovative capabilities of the Samsung Bespoke AI Laundry made it clear—this washing machine is a “no thinking required” laundry solution, an AI-powered laundry specialist. This film cleverly allows us to showcase how Samsung AI can simplify the laundry experience for everyone through a very engaging conversation.”

The Samsung Bespoke AI Laundry washing machine comes with a 12kg drum and a 5-step AI sensing system, designed to adjust wash cycles based on load size, fabric type, and soil level. It aims to improve efficiency while reducing fabric wear and tear.

Vikash Chemjong, CCO at Cheil India, explains, “In today’s fast-paced world, we’re all looking for innovations that simplify our lives. With the Bespoke AI Laundry film, we are highlighting how cutting-edge technology can transform even the most mundane household chores into a cakewalk.”

Saurav Katyal, senior director at Samsung India, stated, “At Samsung, we innovate with our consumers’ evolving lifestyles in mind. Indian consumers are looking for new-age digital appliances that deliver best-in-class wash performance with minimum effort while saving energy and time. With Bespoke AI Laundry, we’re addressing the need for a precise wash solution that eliminates guesswork and ensures better wash performance—transforming laundry into a simple, seamless task and giving people more time for things that matter.”

India – Samsung and Cheil India has announced the creation of the ‘No So Silent Library’, a silent nook for book lovers as part of Samsung’s participation in the Jaipur Literature Fest, one of the biggest literary festivals in the country, as well as to promote its Galaxy Buds2 Pro earbuds.

In the campaign, Samsung had stationed Galaxy Buds2 Pro with Active Noise Cancellation earbuds, along with Samsung Galaxy S9 series tabs at some the noisiest places in the city. People were invited to come and experience the library with a teaser message – Any place is a good place to read. 

Upon plugging in the Buds2 Pro and choosing an audiobook from the Galaxy S9 series tabs, a literal library came up around them, further building on the ambiance to read. All the while subtly highlighting the features of the products.

Aditya Babbar, vice president, head of product and marketing at Samsung said, “Samsung has always set the benchmark when it comes to innovation and making technology accessible and appealing for everyone. With our association with Jaipur Literature festival, which has gained international recognition for fostering a unique blend of literary and cultural experiences, we displayed how innovative technologies can bring meaningful changes in our user’s lives.”

He added, “With the ‘Not So Silent Library’ campaign we show-cased how Galaxy Buds2Pro with enhanced 360 immersive audio and intelligent Audio Noise Cancelation (ANC) and Galaxy Tab S9 redefines the limits of possibility by setting up an ambient environment where avid book lovers could enjoy their favourite audiobooks, without any disturbance.”

Meanwhile, Vikash Chemjong, chief creative officer at Cheil India said, “The Not So Silent Library created a unique, noiseless reading experience for book lovers across Jaipur and they loved it! Social platforms were abuzz with mentions of the Not So Silent Library and the Internet at large celebrated the idea. The Not So Silent Library ended up creating a lot of noise for Samsung!”

New Delhi, India – Advertising agency Cheil India announced it has won the mandate for Gourmet Investments Pvt. Ltd. (GIPL) to create a digital campaign to launch their new restaurant brand, P.F. Chang’s, in India.

Cheil India’s digital campaign for GIPL leveraged the CGI format to bring attention to P.F. Chang’s launch. Standing 30 feet tall, the computer-generated version of P.F. Chang’s golden horse mascot known as ‘Standing Guard’ was stationed outside of the CSMT station in Mumbai.

The Standing Guard CGI version also roamed the streets, soon stopping at its destination at The One World Place, Lower Parel, where the new P.F. Chang’s restaurant in India is located.

Cheil India’s partnership with GIPL comes as the agency continues to grow its roster of clients through its assortment of creative, media, data, activation, and retail capabilities.

Ramit Bharti Mittal, executive chairman and director at Gourmet Investments Pvt. Ltd., said, “We are excited to bring P.F. Chang’s to India, and our search ended with appointing Cheil India for this campaign. We hold a curious and celebratory attitude towards food and the experience, which has allowed P.F. Chang’s to win over hearts of people not only with the distinct menu but also the soulful hospitality. We’re excited to do the same in India. We have full confidence in Cheil’s capabilities in handling the P.F. Chang’s India launch campaign, and we are looking forward to this association.”

Meanwhile, Amit Nandwani, national creative director at Cheil India, said, “When it came to announcing the brand’s arrival in Mumbai, we wanted to cut through the clutter in the digital space. Rich CGI format seemed like a great option, but then we wanted to go beyond the usual format. So, we created a narrative using the mascot that could pique the curiosity of the netizens and start conversations on social media.”

Speaking on the campaign, Neeraj Bassi, chief growth officer at Cheil India, also said, “P.F. Chang’s is a renowned brand loved all over the world, and we are excited to partner with Gourmet Investments Pvt. Ltd. for announcing their arrival in Mumbai. They are known for their unique, original taste and flavour, and we wanted their India launch campaign idea to reflect the same distinctness. We are eager to create work that sets new benchmarks within the food and beverage industry. This partnership is also a first for us in the F&B category, which is a dynamic space.”

New Delhi, India – Advertising agency Cheil India has recently announced its latest significant business win with Indian fashion-led hypermarket Vishal Mega Mart with a mandate to focus on integrated advertising and marketing solutions.

This expansive partnership comes at a pivotal juncture where the agency is poised to grow its roster of clients through its assortment of creative, media, data, activation, and retail capabilities.

Talking about the partnership, Hanish Batra, head of marketing, Vishal Mega Mart, said, “We look forward to our association with Cheil India and a great partnership in our ambition of making aspirations affordable for our customers.”

Meanwhile, Neeraj Bassi, chief growth officer, Cheil India, commented, “Vishal Mega Mart is a retail powerhouse enabling consumers to experience high end fashion across India. We are elated to partner with them in their quest to make fashion accessible to masses.”

“We are eager to create a benchmark creating work that sets a new standard for the fashion retail industry. This partnership will mark our foray into managing retail clients, which is a dynamic category in itself,” he added.