Published on: July 28, 2026
New Delhi, 28th July 2026: Arena Media India, a part of Havas Media Network India, has won the integrated media mandate for Keo Karpin, one of India’s most iconic and enduring hair care brands. The mandate was awarded following a competitive multi-agency pitch process.
Led by Manish Sharma, President, Arena Media, the mandate will be managed out of the agency’s Gurugram office.
Keo Karpin is a legacy Indian hair oil brand with roots going back over six decades. Renowned for its distinctive fragrance and trusted formulation, the brand has been a staple in Indian households for generations, offering nourishment and care for hair across all age groups. Currently part of the Dey’s Medical Stores Pvt. Ltd portfolio, Keo Karpin occupies a unique position in the hair care category blending heritage credibility with a deep emotional connection to consumers across urban and rural India. The brand is now focused on reinvigorating its presence in an increasingly competitive and fast-evolving personal care market.
The eastern market continues to be a key area of growth for Havas Media India, with the network steadily expanding its presence and partnerships across the region. Given the East’s scale, cultural richness, and the depth of consumer opportunity it represents, it remains a strategically important market for the network’s overall growth ambitions in India. Rooted in Havas’ vision of “Growth, Powered by Desire,” the network remains committed to unlocking the full potential of markets and brands that carry genuine consumer aspiration at their core.
With this win, Arena Media India will spearhead Keo Karpin’s full-funnel integrated media strategy spanning traditional media, digital platforms, and performance-driven channels. The agency’s remit includes media planning and buying, digital and data-led strategy, audience targeting, and content-commerce integration all aimed at strengthening the brand’s equity and driving consumer reengagement at scale.
Commenting on the partnership, Mr. Gautam Dey, Chairman & Managing Director, Dey’s Medical Stores Pvt. Ltd said,
“Keo Karpin is a brand that carries decades of trust and love from Indian consumers. As we embark on the next chapter of the brand’s journey, we were looking for a media partner that understands both the heritage of what we represent and the ambition of where we want to go. Arena Media India demonstrated exactly that a sharp strategic lens, deep consumer understanding, and an integrated approach that gives us confidence. We look forward to building an impactful partnership together.”
Mohit Joshi, Chief Executive Officer, Havas Media Network India, said,“Keo Karpin is one of India’s most beloved brand names, a brand that has earned its place in the everyday lives of millions of consumers across generations. This win is also particularly meaningful for us given our growing focus on the eastern market, a region we see as a significant growth frontier. Winning this mandate reflects our network’s commitment to partnering with brands that have deep-rooted consumer trust and significant growth potential. We believe there is a tremendous opportunity to build on what Keo Karpin stands for and take the brand into its next era of relevance and growth.”
Uday Mohan, Chief Operating Officer, Havas Media & Arena Media India, added, “This is a significant win for us, not only in terms of scale but also in terms of strategic importance. Keo Karpin’s mandate requires a thoughtful blend of brand building, consumer engagement, and performance accountability- exactly the kind of challenge where our team excels. We are excited about what this partnership holds for the brand’s future.”
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