Cheil South West Asia has announced the appointment of Jitender Dabas (Jeetu) as CEO, Cheil X. Cheil X operates as a full-service agency under Cheil India SWA managing accounts beyond Samsung. 

Dabas will handle Cheil X's Mumbai and Delhi office. He will also handle strategy for Cheil SWA.

He moves McCann Worldgroup, where he was chief operating officer and chief strategy officer, India, and head - effectiveness, APAC.

Carlos Limseob Chung, managing director, Cheil India and president, Cheil South West Asia, said, “We’re thrilled to welcome Jitender Dabas to the Cheil SWA Group and family. His reputation as a professional and leader precedes him, and his appointment marks a significant milestone as Cheil X enters its next phase of growth and transformation. With our scaling up of our capabilities in digital marketing through Experience Commerce, content production through CYLNDR, retail design and branding through newRx, and digital media and influencer marketing, there couldn’t have been anyone better than Jeetu to drive this intersection of creativity, strategy, and technology into a new future-focused agency.”

Dabas said, “I am really excited about leading Cheil X at the pivotal moment in its journey in India. As an industry, we are all acutely aware of the change that is upon us. The old models are giving way, and newer models haven’t yet crystallised. And the truth is that disruptive creativity and big brand strategy, only when deployed across the persuasion funnel, will lead to truly impactful outcomes. Cheil is a global leader when it comes to solutions at the intersection of creativity and technology, and I am excited about partnering businesses and brands in India with all the new-age capabilities that Cheil is building in India. I’m looking forward to creating something future-facing: an agency that doesn’t just keep up with change but leads it.”
Dabas has also had stints with JWT (VML), Grey and FCB Ulka.