Samsung India has initiated a comprehensive review of its media agency mandate, a development independently confirmed by e4m. The account, estimated to be worth close to Rs 300 crore, covers media planning and buying responsibilities across Samsung’s entire product portfolio in the Indian market.

At present, the mandate is primarily handled by Lodestar, which manages Samsung India’s traditional media duties, including television, print and outdoor advertising. Retail-related responsibilities, along with certain digital functions, are managed by Cheil SWA, part of the Cheil Worldwide network and Samsung’s long-standing global agency partner.

The review comes at a time when Samsung India has significantly stepped up its advertising investments. According to the company’s consolidated financial statements, advertising and promotion spends rose by 15.6 per cent in FY25. The company spent Rs 4,370.7 crore during the financial year, compared to Rs 3,781.6 crore in FY24, signalling a sharper focus on brand visibility and market penetration.

In August last year, Cheil India rolled out a new campaign for the Samsung Galaxy F36 5G, reflecting the brand’s continued push in the highly competitive smartphone segment. The latest media review is expected to assess how effectively Samsung’s current agency structure supports its expanding product portfolio and growing media ambitions.

From a business standpoint, Samsung India Electronics reported strong financial performance in FY25. Revenue from operations increased 10.3 per cent year-on-year to Rs 1,11,183.4 crore, up from Rs 1,00,809.8 crore in FY24. Total income also rose 11.3 per cent to Rs 1,14,217 crore.

The outcome of the media review could play a crucial role in shaping Samsung India’s communication strategy as it continues to invest heavily in marketing and strengthen its presence across categories in the Indian market.