Mumbai: Cheil, a leading name in marketing and advertising, today announced a major transformation, marking over two decades of strategic growth in India. The agency has evolved into the Cheil SWA Group, positioning itself as a comprehensive marketing ecosystem aimed at meeting the dynamic and sophisticated demands of modern businesses. This move represents more than a structural realignment—it is a strategic expansion designed to deliver end-to-end solutions across the entire marketing value chain.
From its humble beginnings in 2003 as Samsung’s dedicated agency, Cheil has emerged as one of India’s most versatile and influential marketing forces. Central to this evolution is the philosophy, “Impact Every Moment,” which underlines the group’s commitment to creating meaningful brand experiences. By seamlessly integrating creative, media, and data capabilities, Cheil SWA ensures that every brand interaction is impactful and business-focused. This client-centric approach has pushed Cheil beyond conventional agency roles to become a genuine business partner, with success defined by measurable outcomes.
At the helm of the newly launched Cheil SWA Group is Carlos LimSeob Chung, who continues as President and CEO. Strengthening the leadership bench, the group recently appointed Jitender Dabas as CEO of Cheil X, a newly formed agency under the group umbrella. Dabas will also steer the broader portfolio of agencies within the Cheil SWA Group. Supporting this transformation effort, Mandeep Sharma has been named COO of Cheil India, where he will lead the charge in building robust customer experience and CRM practices.
The formation of the Cheil SWA Group builds upon the company’s impressive trajectory of organic growth and strategic acquisitions. It reflects a deliberate move to position itself at the intersection of creativity, technology, and business strategy—where the most pressing marketing challenges of today demand innovative, integrated solutions. The group’s revamped structure will operate through seven specialized companies, each offering distinct yet complementary expertise.
These areas of specialization include strategic creative and integrated marketing, digital transformation and e-commerce, data-driven performance marketing, advanced content production and immersive experiences, retail design and in-store excellence, influencer engagement and social media amplification, and technology development and implementation.
Among the key companies under the Cheil SWA Group is Cheil India, which continues its close collaboration with Samsung, providing end-to-end marketing services that span creative, digital, strategy, retail, and brand experiences. Meanwhile, Cheil X has been established to extend the group’s marketing capabilities to non-Samsung clients, blending Korean precision with Indian insight. With a recent expansion into Mumbai, Cheil X is set to become a key player in the Indian advertising landscape.
Experience Commerce, a digital marketing and tech solutions agency acquired in 2017, has been instrumental in supporting the group’s digital initiatives. Based in Mumbai, it provides cutting-edge digital marketing strategies and technology solutions through its Offshore Development Center (ODC), consistently achieving double-digit growth over the past three years.
Another significant arm of the group is CYLNDR, a content production powerhouse offering comprehensive services across VFX, CGI, production, and post-production. With state-of-the-art facilities, CYLNDR is enabling brands to create immersive and impactful content experiences.
The group also features a specialized digital media and influencer marketing unit staffed by over 300 experts. This division offers integrated services across media, performance marketing, D2C solutions, and influencer engagement, backed by robust tech platforms for e-commerce and campaign execution.
NewRx, the retail design and performance unit, offers an array of solutions from design and in-store communication to retail production and innovation, ensuring end-to-end project execution that enhances brand presence in physical retail environments.
Rounding out the group is Cheil GDC (Global Data Center), which focuses on performance-led marketing strategies through real-time data collection and analytics. By leveraging automated platforms, GDC ensures continuous consumer insight measurement and data-driven strategy refinement.
With this strategic realignment, Cheil SWA Group is poised for the next phase of its growth journey. The group aims to become a partner of choice for brands across sectors and a magnet for top talent in the industry. By eliminating silos between its various capabilities, Cheil SWA promises a seamless, yet sophisticated approach to solving complex marketing challenges.
Carlos LimSeob Chung, President and CEO of Cheil SWA Group, said: “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.”
He added: “Today’s marketing landscape demands integrated thinking and specialized 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.”
This bold new chapter underscores Cheil’s readiness to take on the challenges of tomorrow, while building on a solid legacy of creativity, innovation, and client success in India.
