Tag: Cheil X

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 – Cheil South West Asia (SWA) has appointed Jitender Dabas, widely known as Jeetu, as the new CEO of Cheil X. In addition to this leadership role, he will also take on the responsibilities of group chief strategy officer (CSO) for Cheil SWA.

Cheil X functions as an independent, full-service agency within the Cheil India SWA group, handling a diverse portfolio of accounts beyond Samsung. In his new role, Dabas will oversee Cheil X’s operations in Delhi and Mumbai while also managing the broader network of agencies within the Cheil SWA group.

His responsibilities will include driving creative, strategic, and digital marketing initiatives, along with influencer marketing, technology solutions, content production, retail design, and performance-driven strategies. Additionally, he will provide strategic direction across all Cheil SWA agencies.

Carlos Limseob Chung, managing director of Cheil India and president of Cheil SWA, said, “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.”

“With our scaling up of our capabilities in digital marketing through Experience Commerce, content production through CYLNDR, retail design & branding through newRx, and digital media and influencer marketing, there couldn’t have been anyone better than Jeetu to drive this intersection of creativity, strategy, and technology into a new future-focused agency,” he added.

Dabas joins Cheil X from McCann Worldgroup, where he served as COO, CSO for India, and head of effectiveness for APAC. An IIT Delhi alumnus, he is a renowned strategic leader in global advertising with a career spanning WPP and IPG. A recipient of the WPP Atticus Award, Dabas has earned over 100 advertising awards and served on prestigious juries, including Cannes Lions and Effies.

Speaking about his appointment, Dabas said, “I am really excited about leading Cheil X at this pivotal moment in its journey in India. As an industry, we are all acutely aware of the change that is upon us. The old models are giving way, and newer models haven’t yet crystallised. And the truth is that disruptive creativity and big brand strategy, only when deployed across the persuasion funnel, will lead to truly impactful outcomes.”

“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 with all the new-age capabilities that Cheil is building in India. I’m looking forward to creating something future-facing: an agency that doesn’t just keep up with change but leads it,” he added.

India – Lovingle, a diaper brand from RSPL, has launched a new campaign with Cheil X that highlights the often-overlooked well-being of new mothers, encouraging families to offer support beyond the baby’s arrival.

Lovingle’s new campaign highlights how family attention often shifts entirely to a newborn, overlooking the mother’s well-being. It also urges support for new mothers and launches digitally with a film and social media assets under #BadhaiHoMaaHuiHai.

The campaign film begins with a young mother reminiscing about her pregnancy, reflecting on how she was once pampered by her family. As the film transitions to the present, it reveals how the same family now focuses solely on the newborn, leaving the mother feeling overlooked. The emotional film draws on real-life scenarios to empathise with new mothers, reminding viewers not to forget their well-being.

Amit Nandwani, national creative director at Cheil X, said, “The communication around diapers in India is focused on babies. We wanted to break this stereotype and shift the narrative to moms who often get neglected once the baby is born. The campaign line ‘Badhai Ho Maa Hui Hai’ beautifully celebrates newborn moms and sets the stage for a movement to sensitise people about the need to shower love on them as well.” 

Neeraj Bassi, chief growth officer at Cheil X, added, “I think the insight nicely captures the dilemmas of a newborn parent, especially the mother. Someone who was part of you is now detached and the centre of the world for everyone around. While it is very understandable at one level, at another level it takes a while to fully grasp this change. Brand Lovingle understands this vulnerability of a newborn mother and urges the family to support her during this phase of transition”.

Lovingle’s campaign takes a different approach in the competitive children’s diaper market by focusing on the emotional journey of new mothers, highlighting their experiences alongside their newborns. It also emphasises providing quality diapers at an affordable price.

Speaking about the product, Harkawal Singh, vice president of global marketing at RSPL, said, “Lovingle as a brand stands out for best quality premium products at an honest, value-for-money price. While our product serves newborn babies, who are the most fragile consumers, even more fragile is the emotive bond of relationships between family members, as a new member gets added to the family. While the category talks about the newborn baby, we wanted to highlight the other newborn, i.e., the mother. Fantastic work by the team to strategically highlight the newborn mother’s emotions and share a new perspective with the audience at large, especially the family members.”

Mumbai, India – Cheil X, an independent full-service agency under the Cheil SWA Group, has appointed Anurag Tandon as its chief growth officer.

In his new role, Tandon will be leading the newly opened Mumbai office in addition to the growth charter and expand Cheil X’s business operations in the city.

Tandon enters this role with over 20 years of experience as a seasoned business leader on units such as DDB Mudra West, and WT, Mumbai where he was responsible for managing the P&L, key client relationships and top line growth.

His other stints include Ogilvy and Leo Burnett, as well as extensive brand management experience having worked across multiple categories with large global brands like UL, Volkswagen, McDonald’s and J&J to name a few.

Speaking on his appointment, Tandon said, “Cheil’s ambition to grow its new business and build a creative reputation promises to be a journey filled with challenges and opportunities in equal measure. I’m excited to be part of building a new business ground up and I know I have the support to help realise this ambition.”

“I believe we have the vision, the expertise and the plan to quickly carve out a meaningful share of the market and establish ourselves as a key player. I am looking forward to this journey of collaborating with like-minded individuals, leveraging our collective creativity and drive to rapidly propel the Cheil X brand forward,” he added.
 
Meanwhile, Sanjeev Jasani, COO at Cheil SWA, commented, “We are thrilled to welcome Anurag as he takes over the reins of our Mumbai office. Anurag is a well-known name in the industry with a reputation for delivering benchmark worthy work for clients across a wide range of industries. He is a valuable asset to the organisation and we look forward to working with him.”