Shirish Agarwal Takes Over Samsung India’s Mobile Marketing Business

Samsung India has promoted Shirish Agarwal as the new Head of Marketing for its Mobile eXperience business, putting him in charge of the company’s smartphone, tablet and wearable marketing operations in India. Here’s how his journey unfolded at Samsung India.

Samsung India Appoints Shirish Agarwal As Lead Of Mobile Marketing Business

The move comes at a time when selling phones is beyond the race of megapixels, celebrity ads or flashy launch events. Consumers, especially Gen Z buyers, now expect brands to move on quickly with ongoing trends that change almost overnight. Apart from the trends, customers also need equal attention from the brands towards the software experience and brand identity as they do regarding hardware specs.

Smartphone Brands Are Facing A More Competitive Market Now

India’s premium smartphone segment has become extremely crowded over the last few years. Every major company warrants the attention of buyers when the market is offering more supply than demand in the market, leaving people with a plethora of choices. But there’s another side to this, too.

Tech brands are also handling supply-chain issues, changing component costs and unpredictable launch timelines. So marketing teams are being pushed to react faster than before.

For many companies, communication between the brand and buyer is also become the key apart from the final product. Shirish Agarwal enters the market at the prime time with his diverse experience of the industry and the brand.

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Shirish Agarwal’s Second Innings At Samsung India

He made his comeback to Samsung India in 2023 as the Director of Marketing. Before that, he had gained experience for a decade with the brand in an earlier role.

So this promotion is not exactly a fresh start, but more like a familiar face getting a bigger responsibility to lead.

During his earlier years at Samsung, he worked on strengthening the company’s visibility at a time when India’s electronics market was rapidly changing. Smartphones were becoming more competitive, digital media was growing fast, and customer behaviour was shifting almost every year.

Experience Across Media, Tech And Branding

Between his two Samsung stints, Agarwal also worked and gained experience at Panasonic India. He was handling marketing communication and brand strategy at the previous company.

Apart from these two tech giants, Shirish has also worked with HP, Times Internet and CyberMedia over the years.

That mix of technology, media and advertising experience matters more today than before. Currently, it’s all about staying culturally relevant online while still maintaining a premium image for buyers.

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Samsung is positioning itself primarily by elevating its premium image in India right now. Taking that into consideration, stronger storytelling, sharper campaigns and quicker consumer engagement will soon be seen as the major priority going forward for the brand. And that’s exactly the environment Agarwal is now expected to lead through.

Cover Image Courtesy: Shirish Agarwal/LinkedIn