Marico Limited, one of India’s leading FMCG companies, has appointed PHD India, part of Omnicom Media Group, as its Agency of Record for the company’s integrated media mandate. The decision follows a multi-agency pitch process and marks a significant shift in Marico’s media strategy toward a data-driven, digital-first, and innovation-led approach.
The mandate includes the entire portfolio of Marico’s iconic and emerging brands — Parachute, Parachute Advansed, Saffola, Nihar, Livon, Set Wet, and digital-first labels such as Beardo, Just Herbs, and True Elements.
PHD India succeeds Madison Media, which had handled Marico’s media business since 2019.
The partnership underscores Marico’s focus on strengthening its brand-building, consumer engagement, and digital transformation capabilities across modern channels.
“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,” said Akash Banerji, executive vice president and head, Digital Transformation and Beauty and Styling Digital Business at Marico Limited. “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.”
Banerji also acknowledged the company’s outgoing partner: “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.”
For PHD India, this win represents one of the most significant FMCG partnerships of the year. Under its “Intelligence.Connected” philosophy, the agency will lead end-to-end media strategy, planning, and buying for Marico, integrating data, technology, and human insight to drive measurable business outcomes.
Kartik Sharma, Group CEO, Omnicom Media Group India, commented:
“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.”
Monaz Todywalla, CEO of PHD India, added:
“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.”
The timing of this appointment aligns with Marico’s strong business performance. The company recently reported double-digit growth in consolidated revenue, driven by pricing interventions, portfolio diversification, and improved consumer sentiment.
Marico’s focus on digital acceleration, premium personal care, and food portfolios continues to reinforce its evolution from a traditional FMCG player into a future-ready, consumer-technology-driven enterprise.
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