Published on: April 15, 2026
HELL Energy Drink has selected dentsu India as its integrated marketing communications partner in India, assigning responsibilities across creative, media, and public relations. The mandate follows a competitive multi-agency pitch and will be handled from dentsu’s Mumbai office.
Under this partnership, dentsu will deliver a unified strategy encompassing creative development, media planning and buying, and PR initiatives. The objective is to strengthen HELL Energy Drink’s brand visibility, reshape consumer perception, and drive deeper engagement across key audiences. The scope also includes content creation, influencer collaborations, and market-specific campaigns to ensure consistent messaging and measurable outcomes. Additionally, dentsu will oversee brand campaign execution, always-on digital and social management, data-led optimisation, and integrated reporting to track performance against business and brand KPIs.
This appointment further strengthens the existing collaboration between HELL Energy Drink and dentsu’s network agencies. Carat will continue to lead media strategy, planning, and buying, while Dentsu Creative Isobar will focus on brand and creative development, and Dentsu Creative PR will manage public relations and reputation.
Unnikannan Gangadharan, director, HELL-ENERGY, said, “We met some outstanding agencies during the process, but dentsu stood out with its clear understanding of our requirements and a well-defined approach to integrated communications. As we scale our presence in India, it is important for us to have a partner who can align strategy with execution across multiple functions. I look forward to the multi-channel and multiple market approach in line with evolving market dynamics and working together to build the next phase of our growth.”
Sujeet Behra, president – Carat and Chief Strategy Officer, Media added, “Strong brands today are shaped by how effectively they show up across the media ecosystem. By bringing together data-led media strategy, precision planning and integrated amplification across platforms, we aim to deliver high-impact, contextually relevant consumer experiences at scale. Our focus will be on driving effective reach, optimising attention, and ensuring every exposure contributes to measurable brand and business outcomes for HELL ENERGY DRINK in India. We are excited about unlocking new opportunities through this partnership.”
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