Cheil X Unveils New Identity, Expands With Mumbai Office

Cheil X, an independent full-service agency within the Cheil SWA group unveiled a new visual identity inspired by its Korean heritage. Managing rapid client growth in India, Cheil X operates from offices in Gurgaon and Mumbai. The Gurgaon team is led by Neeraj Bassi, Chief Growth Officer with Amit Nandwani heading the creative team as National Creative Director (NCD).

Anurag Tandon, Chief Growth Officer leads the new Cheil X office in Mumbai with Rajit Gupta as the Creative Head. With its offices in Mumbai and Gurgaon, Cheil X excels in providing integrated marketing services, including creative, media, digital, influencer marketing, content production, technology, retail and brand experiences, catering to the evolving business needs of its clients.

Rajit Gupta, VP and Creative Head of Cheil X- Mumbai says, “The form of X, which is inspired by traditional and modern Korean script, essentially breaks down to lines and dots. This framework has been extended to create a unique typeface and illustrations that form a whole visual ecosystem for the brand. The logo philosophy embodies the ethos of Cheil X – a commitment to disruptive creativity rooted in cultural empathy and emotional resonance. It is a reminder that in every stroke of design, we are not merely crafting images but shaping experiences, touching hearts, and inspiring change.”

Cheil X’s new visual identity builds on Cheil's legacy of tech-inspired creativity, embodying a profound synthesis of cultural heritage and creative ethos. Central to this is the emblem of the letter X, symbolising their relentless pursuit of disruptive innovation in advertising. The use of the Korean script 'Hangul' to form the X reflects the agency's deep-rooted connection to its Korean origins. The choice transcends linguistic representation, encapsulating their reverence for tradition and the wisdom of centuries within geometric minimalism. This fusion of alphabets and cultures creates a harmonious blend of diversity and unity.

“At first blush, this new identity is a visual delight but if you dig deeper it reflects Cheil X’s preparedness for its next phase of growth as it spreads its wings with the launch of new office in Mumbai", states Anurag Tandon, Chief Growth Officer, Cheil X- Mumbai.

"We are uniquely poised to capture the next wave of business evolution as our clients are becoming more tech-focused with our portfolio of services that draws on our expertise of leveraging creativity and technology. We have the best talent in the industry who have hands-on experience in handling the dynamic business ask of our clients combined with the desire to fuel their growth and be an enabler for their business success,” he added.

Commenting on Cheil X’s philosophy, Neeraj Bassi, chief growth officer, Cheil X- Gurgaon said, “Agencies today need to move beyond their traditional remit of campaign-led approach to a broader focus on improving the business outcomes. Our main differentiator is that we are already ahead of this curve. We have been living the philosophy of Business Connected Agency for years, developing solutions that Impact every moment in the customer journey. Our BCA approach helps clients achieve their business results through the cumulative impact of connected experiences across the customer journey.”