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Tag: Cheil X

  • JSW MG, Cheil X shift gears with witty ‘EV Sahi Hai’ films

    JSW MG, Cheil X shift gears with witty ‘EV Sahi Hai’ films

    MUMBAI: JSW MG and Cheil X are back with a laughter-fuelled second phase of their ‘EV sahi hai’ campaign, this time plugging into the star power of Varun Sharma and Pulkit Samrat of Fukrey fame.

    Shot against the scenic backdrops of Dehradun and Rishikesh, the new films tackle two of India’s biggest EV myths: the lack of charging stations and dreaded range anxiety, all with the duo’s signature banter and tongue-in-cheek charm.

    The first film plays out like a cheeky guessing game about India’s quirky town names, cleverly tying them back to the country’s 29,000 plus charging stations. The message? No matter how offbeat the location, you’re never too far from a plug point.

    The second film flips the focus to road trips, with Pulkit confidently cruising in his EV while Varun plays the sceptic, questioning whether it can survive the long haul to Goa. By the end, humour disarms doubt, leaving viewers with one simple conclusion: EV Sahi Hai.

    “Humour is at the heart of this phase, because what better way to bust myths than with a laugh?” said JSW MG Motor India, head of marketing, Udit Malhotra adding that celebrity voices would help the campaign reach “people from all walks of life.”

    Cheil X, national creative director, Amit Nandwani called it a conscious attempt to move beyond “just presenting facts” and instead “debunk myths in a fun and engaging manner”.

    Meanwhile, Cheil X Delhi, vice president and head of operations, Kanika, said the duo’s infectious energy makes them the “perfect pair to keep the message light yet impactful.”

  • Cheil X ropes in Ankit Singh as national strategy chief to sharpen its creative edge

    Cheil X ropes in Ankit Singh as national strategy chief to sharpen its creative edge

    MUMBAI: In a calculated move to tighten its grip on the brand strategy reins, Cheil X has appointed Ankit Singh as its national strategy director. This appointment is the latest in a series of leadership upgrades as the agency revs up its transformation into a full-funnel powerhouse.

    Singh, a marketing veteran with over a decade of brand-building know-how, will report to Cheil X CEO Jitender Dabas. He takes on the ambitious task of steering strategic operations across all Cheil X companies in India, bringing with him a reputation for scaling businesses and unlocking creative muscle at past stints with Leo Burnett, BBH Delhi, and most recently, Hilton south Asia.

    At Hilton, Singh served as director – brand marketing for south Asia, where he played a pivotal role in firming up its brand presence across the region. Prior to that, he helped drive Leo Burnett Delhi into a strategy-led creative force, and oversaw the BBH Delhi expansion with cultural fluency and sharp insight. His strategic fingerprints can be found on campaigns for Coca-Cola, PepsiCo, Reckitt, Uber, Tinder, Apple, Niva Bupa, and Unilever, among others.

    Cheil X’s latest talent coup is part of a broader vision to evolve from a traditional ad agency into a future-ready, connected experience firm. With an integrated model that straddles content, commerce, and brand experience, the agency is banking on Singh’s cultural intelligence and digital-first approach to fuel its next phase.

    “I’ve always believed that a strong strategic core doesn’t just solve business problems for brands — it shapes the agency’s ability to stay ahead of change. Ankit brings his expertise of partnering with big global and Indian brands and an astute understanding of what marketing and brands need today. We are building a winning team — and Ankit will be a key player in that formation”, said Dabas.

    A recognised industry thinker, Singh has been featured in WARC, CNBC, and Afaqs, and decorated with honours including the Effies, Cannes Lions, the Warc Prize for Asian Strategy, and Impact’s 30 Under 30.

    Speaking on his new role, Singh said, “Data and technology are reshaping how brands connect with people, and Cheil has long been at the forefront of this shift — creating connected experiences across the consumer journey. I’ve always been drawn to building new things, so when Jeetu shared his bold vision for Cheil X, it felt like the perfect moment and the right place to build a future‑ready agency that delivers impact at scale”.

    The appointment aligns with Cheil X’s broader mission of assembling a modern team of strategists, technologists, creatives, and experience designers to reimagine brand-building in an increasingly connected world. 

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)

  • Ogilvy India rolls out consulting arm, Neeraj Bassi returns to lead the charge

    Ogilvy India rolls out consulting arm, Neeraj Bassi returns to lead the charge

    MUMBAI: Ogilvy India has officially launched Ogilvy Consulting in the country, with seasoned brand whisperer Neeraj Bassi stepping in as head of the India practice. Based out of the Gurugram office, Bassi will also double up as head of strategic planning for Ogilvy India (North).

    Globally, Ogilvy Consulting is all about cracking the holy trinity of modern business challenges — growth & innovation, business design, and digital transformation. It ropes in Ogilvy’s best across brand strategy, customer engagement, commerce, PR, partnerships and influence, bundling them into one potent, integrated offer.

    For Bassi, this isn’t just a gig — it’s a return to base. Having last served as president – strategic planning at Ogilvy Gurugram till 2015, the advertising veteran brings 28 years of strategy-packed experience to the table. His most recent avatar was as chief growth officer at Cheil X, following stints at Publicis, Havas, JWT Dubai, and McCann Erickson, where his journey began in 1997.

    Ogilvy India chief strategy officer Prem Narayan  said, ” I have always admired Neeraj. He is one of the finest strategic minds in the country.   His rich experience across consulting, advertising and driving growth make him one of the rare few who excel at intersecting consumer x culture x brand x business x modern media landscape to deliver business impact and transformation.   There couldn’t have been anyone better to lead and launch the Ogilvy Consulting practice and drive excellence of the strategic planning function for Ogilvy India (North), Neeraj will make us sharper, stronger and sweeter.”

    Bassi, with his trademark cool, added: “I am really excited to lead the Ogilvy Consulting practice in India. Globally we are getting a good traction in this space and I am looking forward to offering independent, unbiased advice for full funnel management of marquee brands – right from fuelling desire to demand conversion at point of sale. Ogilvy Consulting would address the issue of distributed brand narrative that is happening because of domain experts working in their silos. Championing the cause of one brand, one narrative, Ogilvy Consulting will help clients integrate the domains at a strategic level. It’s a homecoming for me and coming home is always special.”

    With this move, Ogilvy India joins the global consulting party — and with Bassi at the helm, expect the narrative to get sharper, the strategies slicker, and the silos shaken.

  • Cheil India rebrands as Cheil SWA Group, builds full-funnel marketing arsenal for the future

    Cheil India rebrands as Cheil SWA Group, builds full-funnel marketing arsenal for the future

    MUMBAI: Cheil India just hit refresh. On 1 May 2025, the agency formally announced its rebranding into the Cheil SWA Group, marking a strategic expansion of its services to meet the evolving needs of modern marketers. From being Samsung’s in-house agency in 2003 to becoming a multi-pronged marketing ecosystem, the transformation signals its ambition to own the entire value chain—creativity, commerce, content, and conversion.

    At the helm is Cheil SWA Group president & CEO Carlos LimSeob Chung. Jitender Dabas joins as Cheil X CEO, the creative and strategy wing serving non-Samsung clients, while Mandeep Sharma takes over as Cheil India COO, driving CRM and customer experience across the group.

    Guided by the philosophy ‘Impact Every Moment’, Cheil SWA Group now operates through seven specialised companies:

    1    Cheil India (Samsung Business): Continues as Samsung’s integrated agency, delivering on creative, retail, digital, and brand experiences.

    2    Cheil X: Expands creative and strategy solutions to global and Indian brands beyond Samsung, with a recent footprint added in Mumbai.

    3    Experience Commerce: The digital marketing and tech arm acquired in 2017. Houses an Offshore Development Center (ODC) for the global Cheil network and boasts consistent double-digit growth.

    4    Cylndr: The content production studio for VFX, CGI, and end-to-end video creation.

    5    Digital media and influencer marketing: A 300+ member strong vertical specialising in performance marketing, influencer engagement, and D2C solutions.

    6    NewRx: The retail design and store innovation unit handling everything from concept to execution.

    7    Cheil GDC: The data analytics hub that drives automated marketing through real-time consumer insights.

    Together, these arms position Cheil SWA Group at the confluence of creativity, commerce, and data—ready to deliver fully integrated campaigns that are not just pretty, but performance-driven.

    “Today’s marketing landscape demands integrated thinking and specialised execution,” said Chung. “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.”

    From a Samsung-only outfit to a group built for tomorrow’s marketing challenges, Cheil SWA Group is laying claim to the full funnel—pixel to purchase.

  • Cheil X launches ‘Live Business Class’ campaign for MG Windsor

    Cheil X launches ‘Live Business Class’ campaign for MG Windsor

    Mumbai: Cheil X has launched a new campaign for the MG Windsor, in collaboration with Jsw MG Motor India. Titled ‘Live Business Class,’ the campaign highlights the luxury and comfort of driving the MG Windsor, comparing it to the premium experience of business-class air travel.

    The campaign film presents the MG Windsor as a business-class experience on the road, making luxury accessible to Indian consumers. It features eight films across digital platforms, following a family of four as they enjoy the vehicle’s innovative features like the infinity view glass roof, aero-lounge seats with 135° recline, and the 15.6-inch GrandView infotainment screen.

    Cheil X national creative director Amit Nandwani who has penned the lyrics, remarked, “The moment we sat inside the Windsor EV, it felt like the business class of a plane. And so the line ‘Live Business Class’ was born. The launch film brings alive the idea by juxtaposing airline business class shots with the premium luxury experience offered by the car. A heart-warming song captures the feeling of being inside the Windsor EV. What follows is a series of light-hearted ads where each ad highlights its industry-first features through playful banter of characters in the family.”

    Jsw MG Motor India head of marketing Udit Malhotra said, “The ‘Live Business Class’ campaign is all about redefining premium travel. Our goal is to create a connection with consumers who aspire to elevate their driving experience, much like traveling business class on an airplane. Similarly, with MG Windsor, we aim to bring a world-class experience to Indian roads, one that combines luxury, innovation, and sustainability. MG Windsor is not just a car, it’s a lifestyle choice for those who appreciate indulgence in every aspect of their travel. This campaign reflects how we envision the future of travel, where comfort, premiumness and technology come together seamlessly.”

    Cheil X-Delhi chief growth officer Neeraj Bassi said “The campaign taps into the aspiration of India beyond the metros, and makes the premium travel experience, akin to business class, available to everybody. It’s a completely reimagined approach to travel where the spotlight is back on how you feel when you are inside the car. Live business class builds on the indulgence and experience of immersive travel.”

    The launch of the MG Windsor follows a two-month teaser campaign across digital and social media, featuring influencer collaborations, content, and teaser videos building anticipation.

    The MG Windsor offers focused on comfort and technology. It includes aero lounge seats with a 135° recline, a 604-liter boot, and an IP67-certified 38kWh battery with four driving modes (eco+, eco, normal, and sport). The infinity view glass roof and a 2700 mm wheelbase add a sense of space, while the 15.6-inch grandview touch display provides seamless navigation and entertainment.

    Equipped with the MG-Jio innovative connectivity platform, the Windsor supports home-to-car functionality and over 100 voice commands in multiple Indian languages. With 80-plus connected features like real-time navigation, remote control, and safety alerts, the MG Windsor delivers a smart, connected driving experience.

  • Cheil X launches a new campaign for the MG Comet EV

    Cheil X launches a new campaign for the MG Comet EV

    Mumbai:  Cheil X has launched a new campaign for MG Comet, showcasing it as a street-smart car that adapts to the urban mobility needs of modern cities getting smarter day by day.

    “The MG Comet EV is a car bred for the demands of the city and is loaded with features that liberate you from the shackles of narrow lanes and tricky turns. Besides, it has the ‘Big Inside Compact Outside’ advantage and the tech to navigate the daily surprises. So, in a world where people have grown accustomed to the inconvenience of city driving, MG Comet EV provides a refreshing new perspective on what a delight driving within the city can be,” said JSW MG Motor India head of marketing Udit Malhotra  

    The campaign comprises three slice-of-life films, set within the urban jungle. Each film shows a situation where the city throws an obstacle but Comet is unfazed by each of them and is adept at finding a solve. While the first film highlights the ‘easy to park’ feature in a light-hearted manner, the other two drive home the point that Comet EV is spacious, loaded with tech and easy to manoeuvre on crowded city streets. These films collectively underline the fact that the combination of design, tech, smart space and features in the MG Comet EV makes it the perfect street-smart car.

    Move The Way You Like | MG Comet EV – The Street Smart Car 

    Space For Your World | MG Comet EV – The Street Smart Car 

    Tech It Away | MG Comet EV – The Street Smart Car 

    “The brief was to create a campaign that portrays Comet EV as the perfect city car. We felt that Comet EV, with its easy manoeuvrability, tech features, spacious inside and compact outside design, reflected the spirit of new-age city folks who are always looking at ways to deal with the curveballs of everyday driving. That’s how we arrived at the new positioning encapsulated in the tagline ‘The Street Smart Car.’ The campaign is led by three films that were shot within the environs of the city, with a narrative that seamlessly integrates the features of the car with slice-of-life moments,” said Cheil X national creative director Amit Nandwani

    “The communication around cars is crafted to evoke a sense of awe since it is an aspirational product, but we had to balance it with a dash of light-heartedness since this car is meant to appeal to a younger audience. To achieve this end, we took inspiration from daily life and picked up vignettes that touch upon the cadence of routines that we are all familiar with.” said Cheil X chief growth officer Neeraj Bassi.

  • Cheil SWA group reveals a new visual identity for Cheil X

    Cheil SWA group reveals a new visual identity for Cheil X

    Mumbai:  Cheil X, part of Cheil SWA group revealed its new visual identity and philosophy which takes its muse from the agency’s Korean heritage. Cheil X is an independent full-service agency under the Cheil SWA group that manages the fast-growing new client mandates in India. It has two full-fledged offices in Gurgaon and Mumbai. The Gurgaon team is helmed by Neeraj Bassi, chief growth officer, Cheil X-Gurgaon with the creative team managed by Amit Nandwani, NCD, Cheil X-Gurgaon. Anurag Tandon, chief growth officer, Cheil X-Mumbai is leading the charge of the newly opened Mumbai office while Rajit Gupta is the creative head of Cheil X- X-Mumbai. Through its two offices, Cheil X is at the forefront of offering integrated marketing services like creative, media, digital, influencer marketing, content production, technology, retail, and brand experiences that meet the ever-changing business demands of clients.

    Building on Cheil’s legacy of tech-inspiring creativity, the visual identity of Cheil X is the emblem which is a profound synthesis of cultural heritage and creative ethos, echoing the very essence of the agency’s philosophical underpinnings. At its core lies the symbol of the letter X, a manifestation of their relentless pursuit of disruptive innovation within the realm of advertising. The use of the Korean script ‘Hangul’ to form the letter X is symbolic of the agency’s deep-rooted connection to its Korean origins. Yet, it transcends mere linguistic representation; it embodies their reverence for tradition and the wisdom of centuries encapsulated within geometric minimalism. In this fusion of alphabets and cultures, they discovered a harmonious blend of diversity and unity, reflecting the tapestry of human experience.

    Cheil X- Mumbai VP & creative head Rajit Gupta, who is also the creator of the identity, said, “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.”

    “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 a new office in Mumbai said, Cheil X- Mumbai chief growth officer Anurag Tandon.  We are uniquely poised to capture the next wave of business evolution as our clients are becoming more tech-focused with our portfolio of services that draw on our expertise in 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” he added.

    Commenting on Cheil X’s philosophy, Cheil X- Gurgaon chief growth officer Neeraj Bassi 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 the cumulative impact of connected experiences across the customer journey”.

  • Cheil X hires Anurag Tandon as chief growth officer

    Cheil X hires Anurag Tandon as chief growth officer

    Mumbai: Anurag will lead the newly opened Mumbai office in addition to the growth charter. He is a seasoned business leader with more than twenty years of experience having successfully led large and marquee business units like DDB Mudra West, and WT, Mumbai where he was responsible for managing the P&L, key client relationships and topline growth. His other stints include Ogilvy and Leo Burnett. He also has 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. As a chief growth officer, Anurag will spearhead efforts to expand Cheil X’s business operations in the city. Cheil X is an independent full-service agency under the Cheil SWA group to manage the fast growing new client mandates in India.

    Talking about his appointment, Anurag 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”.

    Cheil SWA COO Sanjeev Jasani 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 organization and we look forward to working with him”.