Samsung India’s Rs 300-cr media mandate up for review

Samsung India has kicked off a comprehensive media agency review. e4m has independently got confirmation on the development.

The media mandate, estimated at close to Rs 300 crore, is being currently handled by  Lodestar.

The media mandate covers media planning and buying across Samsung’s entire product portfolio.

While Lodestar handles traditional media duties for TV, print and outdoor, overall retail duties are with Cheil SWA. 

In August last year, Cheil India rolled out a new campaign for the Samsung Galaxy F36 5G. 

Meanwhile, Samsung India Electronics has increased its advertising spends by 15.6 per cent in FY25.

The company spent Rs 4,370.7 crore on advertising and promotions in FY25, compared to Rs 3,781.6 crore in FY24, as per its consolidated financial statements.

Revenue from operations have risen 10.3 per cent year-on-year to Rs 1,11,183.4 crore in FY25 from Rs 1,00,809.8 crore in the previous financial year. Total income increased 11.3 percent to Rs 1,14,217 crore.

Samsung India’s decision to initiate a multi-agency media pitch for its estimated Rs 300-crore advertising mandate is believed to be driven by concerns stemming from the global merger between Interpublic Group (IPG) and Omnicom, industry executives said.

The consolidation is understood to have raised potential conflict-of-interest considerations linked to Apple, Samsung’s largest global rival, prompting the Korean electronics major to re-evaluate its long-standing media agency relationships in India.

Sources claim that Samsung has invited Publicis Groupe, WPP Media, and even Madison World to compete for the business, while Omnicom Media India agencies, including incumbent Lodestar, have not been invited.