Samsung India shortlists Cheil India, Starcom for Rs 300-crore media mandate

Samsung India has entered the final stage of its search for a consolidated media agency partner, shortlisting Cheil India and Publicis Groupe’s Starcom for its high-value mandate, according to people familiar with the matter. 

The development marks a decisive phase in one of the largest media account reviews in India this year. 

The consumer electronics major had earlier invited WPP Media, Starcom and independent agency Madison World to pitch for the business. Agencies under Omnicom Media India, including incumbent Lodestar, were not part of the review process. Lodestar, owned by IPG, has handled Samsung’s media duties in India for over a decade.

Industry executives attributed the review to the recent global consolidation between Omnicom and IPG, which has created potential conflict-of-interest concerns. Apple, Samsung’s biggest global rival, is also aligned with agencies within the same network. This appears to have prompted the Korean electronics giant to reassess its long-standing agency relationships in India.

The mandate, estimated at around Rs 300 crore, covers media planning and buying across Samsung’s entire product portfolio, including its flagship smartphones, consumer electronics and appliances segments. Currently, the company’s media responsibilities are split across multiple agencies. Lodestar manages traditional media such as television, print and radio, while Cheil India oversees retail, outdoor and digital functions.

The ongoing pitch is also aimed at consolidating these fragmented responsibilities under a single agency structure. The move reflects evolving advertiser priorities, with brands increasingly seeking integrated planning, unified data strategies and seamless cross-platform execution to drive efficiency and measurable outcomes.

While Cheil has been a long-standing global partner for Samsung and already manages key aspects of its India business, this is the first time the agency has pitched for a significantly expanded mandate covering the full media mix. Its familiarity with the brand and existing integration could work in its favour.

However, Publicis Groupe’s Starcom has emerged as a strong contender in the final round. The agency also handles Samsung’s global media mandate. Industry insiders point to its scale, advanced data and analytics capabilities, and track record in handling large, integrated mandates as key differentiators. The agency’s ability to deliver end-to-end solutions across both traditional and digital platforms has strengthened its position in the pitch.

Samsung India, Cheil SWA and Publicis Groupe declined to comment on the development.

Samsung’s review comes at a time when competition in India’s consumer electronics and smartphone markets is intensifying. The company faces growing pressure from Chinese and domestic brands, prompting it to sharpen its marketing strategy. It has been increasing investments in digital platforms, e-commerce-led campaigns and retail activations, while maintaining a strong presence across mass media channels.

Market observers note that Samsung’s move aligns with a broader trend among large advertisers seeking to streamline media operations. Consolidated mandates allow brands to exercise tighter control over media investments, leverage first-party data more effectively, and deploy advanced analytics for improved targeting and measurement. This approach is expected to enhance return on advertising spends and enable faster, more coordinated campaign execution.

The outcome of the review is expected to significantly reshape Samsung’s media strategy in India. A win for Starcom would further strengthen Publicis Groupe’s position in the competitive media agency landscape, while a consolidation under Cheil India would reinforce the growing role of aligned global agency networks in managing complex, multi-channel mandates.

The final decision is likely to be announced in the coming weeks.