Samsung India Initiates Rs 300 Crore Media Pitch, Reviews 12-Year Lodestar Mandate

• Samsung India has called for a multi-agency media pitch, valued at approximately Rs 300 crore, to cover media planning and buying across all product categories, including mobile phones.
• This move marks a significant shift after a 12-year partnership with IPG-owned Lodestar, which currently handles television, print, and outdoor advertising.
• The pitch aims to consolidate and streamline media responsibilities, adapting to evolving media consumption and heightened competition in consumer electronics and smartphones.
• Industry experts highlight a trend among big advertisers to reassess legacy relationships, seeking tighter integration, sharper data capabilities, and performance-led marketing.
• The outcome of this pitch is expected to set a new benchmark for media partnerships among large advertisers in India, focusing on precision, speed, and measurable outcomes.

Why It Matters: Samsung India is reviewing its Rs 300 crore media mandate, signaling a major shift in its advertising strategy.