Samsung India has put its ₹300 crore media mandate under review, signalling a strategic rethink of how the brand plans and executes media investments across traditional, retail, and digital channels. The move comes at a time when Samsung is significantly stepping up its marketing momentum, reflecting both growing competition and expanding business ambitions in the Indian market.
In FY25, Samsung India increased its advertising spends by 15.6%, taking total ad expenditure to ₹4,370.7 crore. This sharp rise highlights the brand’s aggressive push to strengthen visibility, drive demand, and maintain leadership across smartphones, consumer electronics, and home appliances. With media playing a central role in this strategy, reassessing the media mandate becomes a logical next step.
Samsung India’s revenue growth of over 10% year-on-year further underlines the importance of this review. As the business scales, the company is likely looking to optimise media efficiency, sharpen audience targeting, and better integrate offline and digital touchpoints. The review suggests a focus on aligning media strategy more closely with evolving consumer behaviour, retail expansion, and performance-driven digital outcomes.
The decision also reflects broader shifts in the advertising ecosystem, where brands are increasingly demanding greater accountability, data-led planning, and measurable ROI from media partners. With digital, commerce-led media, and retail channels gaining prominence, Samsung’s move could result in a more integrated and future-ready media approach.
Overall, the mandate review is less about cost-cutting and more about strategic recalibration. As Samsung India continues to invest heavily in marketing, the outcome of this review will play a key role in shaping how the brand engages consumers and sustains growth in a highly competitive landscape.
