Campaign India Agency Report Card: Cheil Worldwide

Campaign India Team, 18 December, 2008

Mumbai

Type of agency Advertising
Company ownership Independent
Key personnel  Alok Agarwal,COO, Prathap Suthan, NCD, SW Asia, Krishan Kant, BTL head
Accounts won Samsung
Accounts lost None

It was a year of establishing a strong management team at Cheil India starting with luring of Alok Agarwal from Bates 141, who filled the long vacant COO spot at the agency in June.
Agarwal, once again, teamed up with his ex-Grey colleague Prathap Suthan, now the NCD at Cheil. Soon after his appointment, he hired Solutions Digitas’ business director, FMCG, Krishan Kant to head all the agency’s BTL initiatives nationally.
One of the highlights of 2008 was an interactive TVC for Guru100, Samsung’s entry level phone that invited viewers to SMS the end of a storyline shown in the first cut.  The agency also rolled out an integrated hi-decibel campaign ‘Mobile Karaoke’ promoting Samsung’s BeaT270 that had Aamir Khan at his singing best. The TVC highlighted Samsung BeaT270 as a true companion for music lovers. BeaT270 is preloaded with 1GB of Karaoke content and further strengthens Samsung’s music phone portfolio. More recently, Cheil roped in ace-shooter, Abhinav Bindra, as brand ambassador for Samsung’s consumer electronics business and launched a 360-degree campaign based on creative concept, “Design is passion. Performance is a thrill.”
Considering Cheil services an exclusive client, Samsung, it had a pretty good showing at the GoaFest ’08, bagging three silvers in print (telecom product & service), OOH (telecom product & service) and print craft & OOH illustrated categories, as well as a Bronze in retail advertising category.
Campaign Score: 6

How CHEIL WORLDWIDE rates itself: 8
Not many people know us because we provide focused services to a single client – Samsung. However, unlike some of the biggest agencies, we provide a single window integrated planning and solutions across all ATL & BTL services. Moreover, in 2008 we were the most creative agency in Delhi – Maximum awards at Goafest and maximum nominations at Cannes. All this has been made possible by infusing talent, acknowledged to be amongst the very best, across key positions and by expanding our BTL imprint across all major metros. In essence, in 2008 we have begun to flap our wings. In 2009, we intend to fly.