Under the renewed arrangement, Wavemaker, part of WPP Media, will lead Reckitt’s media strategy while also managing the newly awarded e-commerce mandate. The expanded scope combines mainline media, digital, and commerce activities under a single operating model, intended to ensure consistency and efficiency across consumer touchpoints.

In addition to the India mandate, WPP Media has been appointed by Reckitt to manage media planning and buying across 21 European markets globally, effective January 1, 2026. The move also reflects the network’s increasing role in Reckitt’s global media operations.

As part of the expanded engagement in India, a dedicated team of commerce specialists will be embedded within Reckitt’s e-commerce operations, working across strategy, execution, analytics, and performance optimisation to enhance brand discoverability, consideration, and conversion across the country’s digital retail ecosystem.

Commenting on the expanded mandate, Gaurav Jain, executive vice president, South Asia, Reckitt, said, “As a business, our expectation from our media partner goes beyond efficiency, it is about accountability for growth. WPP Media has demonstrated the ability to deliver consistency on core media while bringing sharper execution and rigour into e-commerce, a channel that is increasingly material to our topline.”

Gaurav added, “This expanded partnership gives us confidence that our brands are being built for the long term, while also winning at the digital shelf every day.”

On the other hand, Ajay Gupte, president, client solutions, WPP Media South Asia, added, “The renewal and expansion of our partnership with Reckitt is a strong reflection of the trust we’ve built through consistent delivery and shared ambition. As media and commerce continue to converge, our focus is on creating integrated strategies that balance brand-building with performance, scale with precision, and creativity with data.”

He continued, “This expanded mandate enables us to deliver more connected, impactful consumer experiences and drive sustainable business growth for Reckitt in India and beyond.”

Moreover, the expanded scope now includes e-commerce and quick commerce, covering Reckitt’s full Indian portfolio, including Dettol, Harpic, Durex, Finish, Lysol, and Veet, and aims to strengthen both long-term brand equity and performance-led growth at scale.

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The appointment highlights Havas Media Network India’s integrated ecosystem approach, covering strategy, planning, and buying across multiple channels, including print, television, radio, cinema, digital, and below-the-line activations such as out-of-home, influencer, and experiential marketing.

Gaurav Agarwal, co-founder of Tata 1mg, said, “At Tata 1mg, our mission has always been to make healthcare accessible, affordable, and trusted for every Indian. As a digital-first brand, it’s equally important for us to build a strong and coherent media presence — one that connects with consumers across both digital and traditional platforms. 

Gaurav added, “As we scale, we were looking for a partner who could combine digital depth with media scale. Havas Media Network India, through the collective strength of PivotRoots and Havas Media, brings exactly that — a blend of innovation, agility, and deep consumer understanding.”

On the other hand, Mohit Joshi, CEO of Havas Media Network India, also added, “Winning the Tata 1mg mandate is a significant milestone for us. Tata 1mg is a purpose-driven brand that has transformed healthcare access in India, and we are excited to power its next growth journey. With the combined expertise of Havas Media India and PivotRoots, we will bring the best of data-led strategies, advanced digital capabilities, and our Meaningful Media philosophy to deliver measurable brand impact.”

Shibu Shivanandan, CEO of PivotRoots, said, “Digital is at the core of Tata 1mg’s business model, and we are thrilled to lead its digital brand marketing journey. By leveraging advanced martech, data-driven creativity, and precision targeting, we aim to deepen consumer engagement and strengthen Tata 1mg’s leadership in India’s healthcare ecosystem.”

It can be remembered that Havas Media Network India has maintained a long-standing relationship with the Tata Group, working across several of its brands in India. With this, the Tata 1mg mandate further strengthens this partnership and reflects Havas’ commitment to delivering media solutions that drive measurable business outcomes.

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Founded in 2012, Atomberg has grown from a challenger brand to a trusted name in Indian households. Known for its energy-efficient BLDC fans and India’s first BLDC motor mixer grinder, the brand continues to innovate and expand its presence across the country.

Following a competitive pitch, PHD India will take over the media mandate from Madison. PHD’s strategic approach, with a focus on local market insights and a consumer-first mindset, was central to the win.

The agency will oversee all media services and integrated, audience-focused solutions as part of the mandate, with management based in its Mumbai office.

Arindam Paul, founding member and CBO at Atomberg, shared, “At Atomberg, we strive to add value to our consumers’ lives by spotting and solving invisible challenges. This curiosity fuels our innovation and is at the core of all our offerings. It’s the combination of our curiosity to solve everyday challenges and our love for technology that shapes products designed to bring more ease and efficiency into daily life.”

“As we grow and reach more households across India, we’re glad to have PHD India on board. Their strategic expertise will enable us to amplify our reach and drive meaningful impact,” he added.

Echoing this sentiment, Monaz Todywalla, CEO of PHD India, said, “Atomberg’s commitment to consumers’ lives through innovation is truly what sets it apart. More than a partnership, this is a shared pursuit of progress. We’re proud to stand beside them as they continue shaping the future.”

The partnership comes as Atomberg continues to expand its presence and product range in the Indian consumer appliances market, with a focus on innovation and sustainability. PHD’s expertise will support the brand’s growth and market share ambitions.

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As one of India’s largest retail non-banking financial companies (NBFCs), Shriram Finance aims to be the most preferred financial services provider, offering a range of credit solutions, including loans for commercial vehicles, two-wheelers, cars, homes, gold, personal needs, and small businesses. This partnership with PHD will enhance visibility for its offerings, connecting with audiences nationwide and promoting financial inclusion.

PHD will concentrate on enhancing the brand’s market presence and cultivating stronger connections with India’s diverse demographics to drive sustainable, long-term business growth.

Central to the agency’s win is its innovative approach, ‘Intelligence.Connected,’ which integrates data, technology, and human expertise to drive effective business outcomes. Renowned for managing a premium roster of clients in the banking and financial services sector, PHD India leverages strategic thinking and creative innovation to deliver transformative results by harnessing the power of data and human-centric principles.

Speaking about the partnership, Monaz Todywalla, CEO of PHD India, shared, “We are delighted to partner with Shriram Finance to fuel the brand’s ascent and overall growth. With our strong background in the financial services sector and passion for redefining customer obsession, we are excited to help the brand achieve an authoritative share of attention to outthink, outpace, and outgrow the market over the coming years.”

Elizabeth Venkataraman, ED and head of marketing at Shriram Finance, added, “As we drive deeper consumer connections to cater to today’s evolving needs, our partnership with PHD underscores our commitment to supporting India’s dreams, aspirations, and needs. Bringing the power of our differentiated offerings to consumers through the agency’s agile, effective, and innovative media thinking, we are confident that we will not only navigate marketing complexities but also maximise the impact of our growth plans.”

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