Samsung India has begun a comprehensive review of its media planning and buying mandate, signalling a major rethink of its advertising strategy after more than ten years with IPG-owned Lodestar. The account, estimated at close to Rs 300 crore, spans all Samsung product categories, including its high-stakes mobile business, making it one of the most significant media pitches in India this year.
At present, Samsung’s media responsibilities are divided across multiple partners. Lodestar manages television, print, and outdoor advertising, while Cheil SWA—Samsung’s long-standing global agency—handles digital and retail duties. Industry sources indicate that the ongoing pitch is aimed at simplifying and consolidating these functions, as media consumption patterns fragment and competition in smartphones and consumer electronics intensifies.
“This is a marquee account, and Samsung reviewing its media mandate will send ripples across the agency ecosystem,” said a senior executive at a leading media agency. “With a Rs 300-crore spend and a strong focus on mobile and digital-first launches, advertisers today are looking for tighter integration, sharper data capabilities and faster execution.”
Another senior media agency leader noted that the move mirrors a broader shift among large advertisers. “Clients are reassessing legacy relationships in light of digital acceleration and performance-led marketing. Even long-standing partnerships are no longer immune to scrutiny if brands believe they can unlock more value,” the executive said.
Samsung continues to rank among India’s top advertisers, particularly within the fiercely competitive smartphone segment, where it faces strong pressure from Chinese and domestic brands. In recent years, the company has ramped up investments in digital campaigns, e-commerce-driven launches, and retail activation, alongside traditional mass media.
As digital and online commerce contribute an increasing share of sales, brands are prioritising media partners that can blend mass reach with performance marketing, retail media, and data-led precision. “For a brand of Samsung’s scale, media today is no longer just about reach, but about precision, speed and measurable outcomes across platforms,” said a senior media planning executive. “The outcome of this pitch could set a benchmark for how large advertisers structure and evaluate media partnerships in India going forward.”
The review is expected to draw interest from global network agencies as well as strong domestic players, given the scale, prestige, and long-term potential of the business. Samsung India has declined to comment, and the evaluation process is likely to continue over the coming months, with agencies assessed on strategy, digital depth, and integrated media capabilities.
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