It's certainly & #BANNER1 & # a great way to begin the new year. Cheil Communication has bagged the entire home appliances business for Samsung. This includes Samsung refrigerator, washing machine and microwave oven. The incumbent agency was Grey Worldwide.
Although the exact size of the business couldn't be ascertained, it's estimated to be a multi-crore account.
Cheil already handles the AV, mobile, IT and air-conditioners business of Samsung India.
Confirming this development to agencyfaqs!, R Zutshi, deputy MD, Samsung India, says, "Cheil has already been working on our products. But with these new businesses, Cheil as an advertising agency will focus on synergizing our communication across all product groups. We look forward to a great continuing partnership in the coming years."
Cheil already shares a global relationship with Samsung. And now in the interest of global synergy for the brand, it was decided to consolidate all the business with us' said Ben Heo, managing director, Cheil India.
He added, "This will be quite interesting as well as challenging because we will operate as a single vendor for all Samsung's above -the-line, and below-the line needs."
After a good year where Samsung has seen its value share go up considerably in the market and that too across all categories, this move is being seen as a step to keep the momentum up in the forthcoming year.
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