Samsung India has awarded its consolidated media mandate to Cheil India following a multi-agency review, according to industry sources. The mandate, estimated at around Rs 300 crore, covers media planning and buying across Samsung’s smartphones, consumer electronics and appliances portfolio.
The decision marks the end of IPG-owned Lodestar’s more than decade-long association with the Korean electronics major. Publicis Groupe’s Starcom emerged as the other finalist in the review process.
Industry executives said the review was influenced in part by the ongoing global consolidation between Omnicom and IPG, which has raised potential conflict-of-interest concerns for multinational advertisers. Apple, Samsung’s key global rival, is aligned with agencies within the same network.
Cheil India already handled Samsung’s retail, outdoor and digital responsibilities, while Lodestar managed traditional media duties across television, print and radio. The new structure consolidates all media functions under a single agency framework.
