Wavemaker to lead Reckitt India media and e‑commerce strategy under renewed mandate

New Delhi, India — WPP Media has retained its integrated media mandate for Reckitt India and has expanded its remit to include e-commerce media. The partnership, which began in 2023, continues to cover media strategy, planning, and buying for Reckitt’s Indian operations.

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.