PNB MetLife India Insurance has appointed Cheil X India as its integrated creative agency, marking a significant shift in its marketing strategy. The decision was made after a competitive pitch process involving multiple agencies, including incumbent ones. This move consolidates PNB MetLife’s creative mandate with a single agency, Cheil X India, which operates as an independent, full-service agency under the Cheil India SWA group.
The appointment of Cheil X India 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. Sales also rose 9.58%, reaching ₹2,111.39 crore against ₹1,926.85 crore in the year-ago quarter. Additionally, 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, which will benefit over 5.68 lakh eligible participating policyholders.
By consolidating its creative mandate with Cheil X India, PNB MetLife aims to align its strong financial trajectory with an equally ambitious marketing approach. This move signals a sharper, more unified brand narrative in the highly competitive insurance market. The company’s decision to integrate its creative agency account with Cheil X India is expected to enhance its marketing efforts and further strengthen its position in the market.
Cheil X India’s appointment as the integrated creative agency is a significant development, given the company’s expertise in managing accounts beyond Samsung. The agency’s CEO, Jitender Dabas, was recently appointed, and this win is expected to be a major boost for the agency. With PNB MetLife’s financial growth and Cheil X India’s creative expertise, the partnership is expected to yield innovative and effective marketing campaigns that will help the company achieve its business objectives. Overall, the consolidation of PNB MetLife’s creative mandate with Cheil X India is a strategic move that is expected to drive business growth and enhance the company’s brand presence in the market.