Cheil bags creative mandate for Delhi Daredevils

Wins entire creative and digital communication duties in a pitch involving 11 other agencies; Leo Burnett is the incumbent on the account

BestMediaInfo Bureau | Delhi | December 27, 2011

Cheil Worldwide South-West Asia has bagged the complete creative mandate for GMR Sports-owned IPL team Delhi Daredevils in a multi-agency creative and digital communication pitch. There were eleven other agencies in the fray. The multi-session pitch involved strategy, creative and execution plan presentations including digital, BTL and ATL.

Leo Burnett is the incumbent agency on the account.

Confirming the news, Alok Agrawal, COO of Cheil SW Asia, said, “This is extremely exciting and passions are running high. Taking into account the rigorous pitch process and the competition we are truly delighted. This win is also testimony to Cheil's integrated expertise and its global sports marketing capabilities. The challenge is to build unique brand loyalty for Delhi Daredevils and make it a powerful fan motivator. Our approach centered around engaging the fan online and on ground. A brand like Delhi Daredevils is built with engagement and not advertising.”

Speaking on the appointment of Cheil, Amrit Mathur, Vice President – Head Operations, GMR Sports, said, “Cheil's understanding, strategy, ideas and passion for Delhi Daredevils clearly resonated the next level thinking required for brand engagement and fan loyalty. We are looking forward to our partnership with Cheil and building our engagement with our fans in keeping with our overall strategy.”

Commenting on the win, Jae Hong Kim, Managing Director, Cheil SW Asia, commented, “We are extremely happy to be associated with the Delhi Daredevils team. Cheil has great experience in sports marketing the world over including the Olympics and Chelsea Football Club. We hope to bring all that experience to Delhi Daredevils.”

Cheil is the worldwide agency-of-record for Samsung Electronics. In recent years, the agency has acquired a growing number of non-Samsung global clients, including Korea Tourism Organisation, Hankook Tire, Korean Air, China Mobile, Shinhan Financial Group and the Russian Standard Bank.

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