Mumbai, India — Fast-moving consumer goods company Marico Limited has appointed Omnicom Media Group’s PHD India as its agency of record for its integrated media mandate, following a multi-agency pitch.
Under the new partnership, PHD India will handle end-to-end media strategy, planning, and buying for Marico’s portfolio of brands, including Parachute, Parachute Advansed, Saffola, Nihar, Livon, and Set Wet, as well as newer brands such as Beardo, Just Herbs, and True Elements.
The appointment comes as Marico seeks to strengthen its position as a digitally enabled consumer company. The firm also aims to build a more insight-led media ecosystem that supports brand-building, consumer engagement, and portfolio diversification across emerging channels.
Akash Banerji, executive vice president and head of digital transformation and beauty & styling digital business at Marico Limited, said, “As Marico continues to sharpen its focus on innovation and consumer-centricity, our media strategy plays a pivotal role in forging meaningful connections with audiences and translating insights into cultural impact. Modern media planning demands sophisticated approaches to navigate complexity and deliver tangible results.”
Akash added, “We are delighted to partner with PHD India, whose expertise and capabilities align with this vision. Together, we can harness the collective strength of data, creativity, and technology to build brands that are not only relevant today but also resilient for the future.”
He also acknowledged the company’s outgoing media partner, Madison Media, “Madison Media has been a long-trusted partner and an integral part of Marico’s journey. We value their contribution and thank them for helping shape our growth trajectory over the years.”
Moreover, PHD India will oversee Marico’s media operations, guided by its ‘Intelligence.Connected’ approach, which integrates data, technology, and human insight to deliver performance-driven, culturally relevant media solutions.
Monaz Todywalla, CEO of PHD India, said, “Marico has been a household name for generations – inspiring trust, shaping the tastes and experiences of countless Indians, and setting benchmarks for excellence. To partner with a brand of such legacy and ambition is both a privilege and a commitment. Together, we look forward to unlocking new possibilities for growth and innovation, building on Marico’s remarkable journey with fresh energy and strategic depth to drive successful business outcomes.”
Kartik Sharma, group CEO of Omnicom Media Group India, also added, “This partnership is a testament to PHD India’s consistent focus on driving growth through strategic innovation and media intelligence. Marico’s legacy of building powerful, purpose-led brands aligns perfectly with our philosophy of delivering transformative business outcomes for clients and we look forward to setting new benchmarks for impact and innovation in a rapidly evolving marketing landscape.”
Moreover, Marico continues to expand its marketing and promotional investments as part of its long-term focus on brand growth and consumer engagement. The company said the appointment reflects its broader strategy to stay ahead of changing consumer behaviours and strengthen its leadership across categories through innovation-led marketing.
