New Delhi: Arena Media India, part of Havas Media Network India, has secured the integrated media mandate for Keo Karpin, one of India’s longest-standing hair care brands, following a competitive multi-agency pitch.
The account will be managed from Arena Media India’s Gurugram office under the leadership of Manish Sharma, President, Arena Media.
Keo Karpin, part of Dey’s Medical Stores Pvt. Ltd., has been a trusted name in India’s hair care market for more than six decades. Known for its distinctive fragrance and time-tested formulation, the brand has built a strong presence across both urban and rural markets. As competition intensifies in the personal care segment, the company is looking to strengthen the brand’s market position and expand consumer engagement.
Under the mandate, Arena Media India will lead Keo Karpin’s end-to-end integrated media strategy, covering traditional and digital media, performance marketing, audience targeting, data-led planning, media buying and content-commerce integration. The objective is to reinforce the brand’s equity while driving consumer re-engagement across platforms.
The partnership also aligns with Havas Media India’s strategic focus on expanding its presence in eastern India, which the network considers a key growth market due to its scale, cultural diversity and consumer potential.
Commenting on the partnership, 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.”
