Experience Commerce; a Cheil company is a full-service digital-native agency that combines content, technology, and strategy to drive up commerce for brands. With a techno-creative DNA, Experience Commerce specialises in creating intelligent, creative, and interactive digital assets that help drive revenue for Fortune 500 companies.
EC has been a part of the Cheil Worldwide group since 2018, powering the network’s digital capabilities with cutting-edge technological prowess and setting new benchmarks in digital business. EC has its content production arm – CYLNDR INDIA, which is a platform, medium, and agency agnostic division for Brands, Content creators, and advertisers.
It provides end-to-end production, post-production, and new-age content for the virtual world and web 3.0, while empowering brands to accomplish more through creative and in-vogue content that aligns with their present & future communication goals.
Experience Commerce is part of Cheil India that serves as the regional HQ for the Cheil Worldwide Network in South-West Asia. It provides rands with integrated marketing solutions which are backed by its capabilities across ATL, Digital, Brand Activation and Retail Marketing.
Medianews4u.com caught up with Umesh Bopche CEO – Experience Commerce and CYLNDR India
Q. What goals has Experience Commerce set for itself in 2025 in terms of client growth, revenue etc?
2025 is about scaling Experience Commerce’s creative and tech capabilities while reinforcing our leadership in digital transformation for brands. As a creatively driven digital agency with in-house production and technology capabilities, Experience Commerce is setting ambitious goals for 2025.
Our focus is on scaling business growth, deepening client relationships, and strengthening our integrated service offerings.
Q. What are the synergies that exist between Experience Commerce and Cheil India’s other agencies?
Since becoming part of Cheil India in 2018, Experience Commerce has seamlessly collaborated with its network of agencies to deliver integrated brand solutions. While Cheil drives mainline advertising and large-scale brand activations, EC brings deep expertise in digital, eCommerce, and technology-driven strategies, creating a perfect blend of creativity and innovation.
One of our most impactful collaborations has been with Cheil Worldwide’s agency, PT Korea (PTK), where EC manages the eCommerce mobile application for the largest consumer durable brand. We ensure seamless eCommerce operations across 30+ countries, delivering real-time updates, robust quality control, and an optimized user experience.
CYLNDR, our content production arm, partners with Cheil and Cheil X to produce high-quality video content, CGI, post-production, and live commerce solutions for multiple brands.
With Cheil’s expertise in ATL/BTL activations and EC’s strength in digital-first strategies, we create omnichannel brand experiences that engage audiences across multiple touchpoints.
Backed by Cheil Worldwide’s global network—one of the largest in the industry—we bring unparalleled insights, scale, and innovation to every project.
Q. Agency margins are being squeezed. Is indexing work to business outcomes the way forward?
The agency landscape is facing increasing margin pressure due to rising talent costs, shrinking retainers, and procurement-driven pricing negotiations. In this scenario, indexing work to business outcomes could be a game-changer, but it comes with its own set of challenges.
While tying compensation to performance makes sense—it aligns agency goals with client success, creates differentiation as true business partners, drives higher profitability for high-impact work, and encourages long-term partnerships—it also introduces measurement complexities, delayed revenue recognition, and client reluctance. Some brands may not be comfortable sharing real business data or attributing success solely to agency efforts.
A hybrid model seems to be the way forward. Agencies can structure base retainers with performance incentives, ensuring financial stability while still being accountable for impact. This approach safeguards margins while giving clients confidence in ROI-driven partnerships.
Q. Are brands asking digital agencies to do more with less resources a big challenge?
The challenge is real—retainers are stagnating, but client expectations keep rising. With the surge of Gen AI, there’s a growing perception that content and campaigns can be delivered faster, cheaper, and with minimal effort. While technology is a game-changer, true impact still comes from strategic thinking and creative expertise.
To stay ahead, we’re not just integrating the latest tools but also cultivating a multiskilled team—one that blends AI-driven efficiency with human ingenuity. It’s about working smarter, not just leaner, to ensure quality and innovation don’t take a backseat.
Q. Hyper personalisation will be a big theme this year. Is this going to be an important focus area for Experience Commerce?
Absolutely! With automation tools and AI taking center stage, hyper-personalisation is no longer just an advantage—it’s becoming the norm. The ability to deliver tailored experiences at scale is transforming how brands engage with consumers. Who doesn’t appreciate a message that feels like it was crafted just for them—whether on apps, WhatsApp, or other platforms?
But it’s not just about consumers. Hyper-personalisation is just as crucial in B2B communication—whether engaging with dealers, distributors, or business partners. The more relevant and context-driven the interaction, the stronger the relationships. At EC, we see this as a key focus area, ensuring that personalisation isn’t just a buzzword but a tangible driver of business growth.
Q. Is the agency seeing a trend where brands are using digital more for brand building rather than for just maximising revenue?
Not quite. The shift towards digital isn’t just about brand building—it’s about strategic intent. Today, brands are more intentional than ever about their digital investments, carefully curating content to align with both engagement goals and revenue objectives.
Brand managers scrutinise every rupee spent, ensuring that each campaign either strengthens brand equity or delivers measurable performance—whether in clicks, conversions, or community engagement. It’s no longer about choosing between brand awareness and sales; the modern approach is a seamless integration of both.
Q. Does most of the work that Experience Commerce does target Gen Z and to a lesser extent millennials?
Not really. We don’t exclusively target Gen Z or millennials—it all depends on the client and their audience. Take MRF, for example—we’ve been working with them for over 12 years, creating campaigns that connect with men aged 20 to 55 across different product categories.
Then there’s Nissin Geki, which is all about Gen Z. And for a B2B brand like Invecto Technologies, the approach is entirely different. Our strategy is always audience-first, shaping content that speaks to the right consumers in the right way.
Q. How will new content formats that the agency will use like Reels, Linkedin Thought Leadership ensure that work done for clients like Invecto Technologies stands out?
In a landscape where IT infrastructure brands and resellers often blend into a sea of sameness, our approach is to craft content that doesn’t just speak but resonates. By leveraging platform-specific storytelling, we ensure Invecto Technologies stands out with a dynamic mix of Reels, LinkedIn Thought Leadership, and more.
For employer branding, Instagram Reels in trending formats inject personality into the brand, making it engaging and relatable for potential talent. Meanwhile, on LinkedIn, we shift gears to credibility-building through leadership-driven content—video snippets, opinion pieces, and vodcasts that position Invecto as a thought leader in the tech space.
This dual strategy not only cuts through the noise but also ensures that each audience segment receives content in the format they engage with the most—creating impact where it matters.
Q. Will Experience Commerce be doing a lot of work with brands during the IPL? Kindly elaborate. If so how challenging will it be to cut through the clutter?
Experience Commerce has a strong legacy with the IPL, having managed the digital mandate for Royal Challengers Bengaluru (RCB) for nine seasons. From building RCB’s first official website to developing and maintaining their mobile application, we have played a pivotal role in shaping their digital presence.
Over the years, we have also executed impactful IPL campaigns for brands like Britannia 5050, MRF, and More, leveraging the tournament’s immense reach and engagement.
This year, we continue our association with IPL by working on campaigns for brands like Parle, MRF, Savsol, and Nissin. With so many brands vying for attention during the season, cutting through the clutter is undoubtedly a challenge.
However, the key lies in crafting the right idea—one that is tailored to the audience, deeply insightful, and strategically placed for maximum impact. A well-executed creative approach, backed by strong digital amplification, ensures that brands not only capture attention but also create meaningful engagement during the high-energy IPL frenzy.
Q. How has Experience Commerce integrated AI into its operations?
Experience Commerce has incorporated AI into its core operations through EC.AI, a dedicated AI studio focused on the intersection of technology, creativity, and marketing. By leveraging generative AI, EC.AI enhances content creation, streamlines production workflows, and develops AI-powered marketing solutions.
From AI-assisted content generation to automated video production and data-driven creative strategies, AI is integrated across various touchpoints to improve efficiency and innovation. The studio employs advanced AI models to tackle creative challenges, optimise campaign performance, and deliver engaging, high-quality content across digital platforms.
By combining AI-driven insights with human creativity, Experience Commerce continues to refine its approach to storytelling and brand engagement, ensuring that AI serves as an enabler rather than a replacement for artistic vision.
Q. How is the agency’s content production arm CYLNDR INDIA leveraging advances in AR, VR to create compelling brand narratives for clients?
At CYLNDR INDIA, we’re transforming brand narratives with the power of Augmented Reality (AR) and Virtual Reality (VR). These immersive technologies break the limits of traditional content, allowing brands to engage consumers in ways that feel personal, interactive, and unforgettable.
With VR, we craft virtual spaces where consumers don’t just see a product—they experience it. Whether it’s an interactive brand world or a fully immersive product showcase, CYLNDR is creating experiences that feel real, making engagement more intuitive and memorable.
AR, on the other hand, brings products to life in real time. From interactive filters and gamified brand experiences to virtual try-ons and 3D product demos, CYLNDR is leveraging AR to turn passive viewing into active participation. Consumers don’t just engage with the brand; they interact with it.
But innovation doesn’t stop there. As audience behaviour evolves, so does content. CYLNDR is exploring new frontiers in tech-driven storytelling, incorporating formats like infinite zoom videos, dynamic motion design, hyperrealistic 3D animation, and CGI-powered narratives. These advancements are reshaping engagement, making brand interactions more immersive, visually compelling, and experientially rich.
By merging creative storytelling with cutting-edge technology, CYLNDR is redefining content production for the digital age. We’re not just producing campaigns—we’re building immersive experiences that drive deeper connections and lasting brand impact.
