PNB MetLife India Insurance has made a significant change in its marketing strategy by consolidating its integrated creative agency account with Cheil X India. This decision comes after a competitive pitch process that involved multiple agencies, including incumbent ones. The move aims to unify the company’s brand narrative in the highly competitive insurance market.
Prior to this, PNB MetLife had multiple agencies handling its creative mandate. However, with the consolidation, Cheil X India will now be responsible for managing the account. The agency, which operates as an independent full-service agency under the Cheil India SWA group, has recently announced the appointment of Jitender Dabas as its CEO.
The creative consolidation comes at a time when PNB MetLife is experiencing robust financial growth. The company’s net profit surged 152.12% to ₹119.68 crore in the quarter ending June 2025, compared to ₹47.47 crore in the corresponding period last year. Additionally, sales rose 9.58% to ₹2,111.39 crore, up from ₹1,926.85 crore in the year-ago quarter.
Earlier this year, the insurer announced a record bonus declaration of ₹1,041.45 crore for FY 2024-25, a 12% increase from the previous year’s ₹930 crore. This declaration is set to benefit over 5.68 lakh eligible participating policyholders, highlighting the company’s focus on customer value creation.
By consolidating its creative mandate with Cheil X India, PNB MetLife appears to be aligning its strong financial trajectory with an equally ambitious marketing approach. This move signals a sharper, more unified brand narrative in the insurance market. The company’s decision to partner with Cheil X India is expected to enhance its marketing efforts and further strengthen its position in the industry.
The partnership with Cheil X India is a strategic move by PNB MetLife to leverage the agency’s expertise in creating innovative and effective marketing campaigns. With Cheil X India on board, PNB MetLife can expect to see a significant improvement in its brand visibility and customer engagement. The company’s goal is to create a unified brand narrative that resonates with its target audience and sets it apart from its competitors in the insurance market.