Marico Limited, one of India’s leading FMCG companies, has appointed Omnicom Media Group’s PHD India as its Agency of Record for its integrated media mandate following a multi-agency pitch. Under the partnership, PHD India will manage media strategy, planning, and buying for Marico’s portfolio of brands, including Parachute, Parachute Advansed, Saffola, Nihar, Livon, Set Wet, as well as newer brands such as Beardo, Just Herbs, and True Elements.
The appointment forms part of Marico’s efforts to strengthen its position as a digitally enabled consumer company. The company aims to enhance brand-building, consumer engagement, and portfolio diversification across digital and traditional channels, while continuing to develop its established brands and expand emerging businesses.
Commenting on the development, Akash Banerji, Executive Vice President & Head, Digital Transformation and Beauty & Styling Digital Business, Marico Limited, said, “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. Modern media planning demands sophisticated approaches to navigate complexity and deliver tangible results. 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.”
He added, “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.”
PHD India will leverage its ‘Intelligence.Connected’ approach, integrating data, technology, and human insight to create media strategies aimed at driving business outcomes. The account win adds a significant FMCG mandate to the agency’s portfolio.
Monaz Todywalla, CEO, PHD India, said, “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.”
Kartik Sharma, Group CEO, Omnicom Media Group India, said, “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.”
Marico continues to align its marketing plans with changing consumer needs and has expanded its investment in advertising and promotion to maintain brand momentum and category leadership.
