Hell Energy Drink has appointed Dentsu India as its integrated marketing communications partner in India for 2026, following a multi-agency pitch.
The mandate, to be managed by Dentsu’s Mumbai office, spans creative, media and public relations. Under the partnership, Dentsu will deliver integrated campaigns covering media planning and buying, creative development and PR outreach, aimed at strengthening brand visibility, shifting consumer perception and driving engagement across key segments.
The agency will also support content creation, influencer collaborations and market-specific campaigns, alongside always-on digital and social management. Data-led optimisation and integrated reporting frameworks will be deployed to track brand and business performance metrics.
Unnikannan Gangadharan, Director, HELL-ENERGY PRIVATE LIMITED, 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, optimizing 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.”
The appointment builds on Hell Energy Drink’s existing association with Dentsu network agencies, including Carat for media strategy and buying, Dentsu Creative Isobar for brand and creative development, and Dentsu Creative PR for reputation management.
Hell energy drink, which entered the Indian market in 2018, has recorded steady growth driven by product innovation and expanding availability across retail and quick commerce platforms. The expanded mandate is expected to consolidate its presence further and accelerate growth through a more unified communications approach.
