New Delhi: Cheil X, a full-service agency under Cheil SWA group, has launched a new visual identity and philosophy inspired by its Korean heritage. With offices in Gurgaon and Mumbai, it serves clients in India with integrated marketing services spanning creative, media, digital, influencer marketing, content production, technology, retail, and brand experiences. Neeraj Bassi leads the Gurgaon team as Chief Growth officer, while Amit Nandwani oversees the creative team. In Mumbai, Anurag Tandon heads the office as Chief Growth Officer and Rajit Gupta as the creative head.
Building on Cheil’s Tech-creativity legacy, Cheil X’s emblem symbolizes a fusion of heritage and ethos. The letter X signifies their innovation focus, merging Korean script for deep roots. Through alphabets and cultural harmony, they embrace diversity and unity, embodying human experience’s tapestry.
Rajit Gupta, VP & Creative Head of Cheil X- Mumbai, who is also the creator of the identity, says, “The form of X, which is inspired by traditional and modern Korean script, essentially breaks down to lines and dots. This framework has been extended to create a unique typeface and illustrations that form a whole visual ecosystem for the brand. The logo philosophy embodies the ethos of Cheil X – a commitment to disruptive creativity rooted in cultural empathy and emotional resonance. It is a reminder that in every stroke of design, we are not merely crafting images but shaping experiences, touching hearts, and inspiring change.”
Anurag Tandon, Chief Growth officer, Cheil X- Mumbai said, “At first blush, this new identity is a visual delight but if you dig deeper it reflects Cheil X’s preparedness for its next phase of growth as it spreads its wings with the launch of new office in Mumbai. We are uniquely poised to capture the next wave of business evolution as our clients are becoming more tech focussed with our portfolio of services that draws on our expertise of leveraging creativity and technology. We have the best talent in the industry who have hands on experience in handling the dynamic business ask of our clients combined with the desire to fuel their growth and be an enabler for their business success.”
Commenting on Cheil X’s philosophy, Neeraj Bassi, Chief Growth Officer, Cheil X- Gurgaon said, “Agencies today need to move beyond their traditional remit of campaign led approach to a broader focus on improving the business outcomes. Our main differentiator is that we are already ahead of this curve. We have been living the philosophy of Business Connected Agency for years, developing solutions that Impact every moment in the customer journey. Our BCA approach helps clients achieve their business results through cumulative impact of connected experiences across the customer journey”.
