MUMBAI: Cheil Worldwide, the ad agency that belongs to Samsung, has bagged the creative duties of IndiaCan, a joint venture between Pearson Education and Educomp Solutions.

The account size is pegged at Rs 100 million. This is the first account in three years that the agency has won outside the Samsung group.

According to sources, agencies including Saatchi & Saatchi and Grey Worldwide also pitched for the account.

“For the last three years, we have been building ourselves. After serving in-house brands for three years, the team at Cheil Worldwide is better equipped and experienced to serve other brands,” says Cheil Worldwide national creative director Prathap Suthan.

Cheil Worldwide will be doing a lot of ATL and BTL activities as part of the mandate. “As we are serving the education sector, we will be doing a lot of on-ground activities to create awareness,” avers Suthan.