Mumbai: Following a highly competitive multi-agency pitch, 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.
Under this partnership, PHD India will handle end-to-end media strategy, planning, and buying for Marico’s diverse portfolio, including marquee brands such as Parachute, Parachute Advansed, Saffola, Nihar, Livon, Set Wet, and new-age digital-first brands like Beardo, Just Herbs, and True Elements.
The appointment marks a significant milestone in Marico’s ongoing journey to become a future-ready, digitally empowered consumer company, with an enhanced focus on brand-building, consumer engagement, and portfolio diversification across modern channels.
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 further acknowledged the company’s long-standing relationship with its outgoing agency, adding, “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.”
As Marico’s new media partner, PHD India will leverage its ‘Intelligence.Connected’ framework — combining data, technology, and human insight — to design media strategies that drive business impact, cultural relevance, and innovation.
Expressing her excitement about the partnership, 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.”
Adding to this, Kartik Sharma, Group CEO, Omnicom Media Group India, stated, “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.”
Over the years, Marico has continuously evolved its marketing strategy to stay ahead of consumer needs, expanding its investments in advertising and promotion to reinforce its leadership across categories. The new partnership with PHD India represents a forward-looking step in strengthening its brand momentum, innovation-led growth, and consumer engagement.
