PNB MetLife India Insurance has appointed Cheil X India as its integrated creative agency partner, consolidating its creative mandate under a single agency. This strategic move follows a multi-agency pitch process that included participation from incumbent partners, signaling a sharper and more unified marketing approach for the insurer.
Cheil X India, the independent, full-service agency under Cheil South West Asia, will now manage PNB MetLife’s creative communications across platforms. The announcement comes shortly after Cheil SWA appointed Jitender Dabas as CEO of Cheil X, strengthening its leadership as it takes on key accounts beyond Samsung.
The consolidation aligns with PNB MetLife’s strong business momentum. The company reported a 152.12% surge in net profit to ₹119.68 crore for the quarter ending June 2025, compared to ₹47.47 crore in the same period last year. Sales also saw a 9.58% growth, reaching ₹2,111.39 crore versus ₹1,926.85 crore year-on-year.
Earlier this year, PNB MetLife declared a record bonus of ₹1,041.45 crore for FY 2024–25 – a 12% increase from the previous year – benefiting over 5.68 lakh participating policyholders and reinforcing its focus on customer value creation.
With this creative consolidation, PNB MetLife is expected to drive a sharper, more consistent brand narrative, reflecting its ambitious growth plans and commitment to strengthening its positioning in the competitive insurance sector.
