Mumbai: WPP Media has retained the integrated media mandate for Reckitt India and further strengthened its partnership with the addition of the E-Commerce Media mandate. The expanded scope builds on a relationship that began in 2023 and reinforces WPP Media’s position as Reckitt’s long-term strategic partner across brand building, media effectiveness, and digital growth in India.
Under the renewed mandate, Wavemaker will continue to lead Reckitt’s media strategy, planning, and buying, while also spearheading the newly awarded e-commerce media responsibilities. The consolidated remit brings together mainline media, digital, and commerce capabilities under a single integrated operating model, aimed at delivering consistency, efficiency, and measurable business impact across consumer touchpoints.
Further deepening the relationship, WPP Media has also been appointed to manage media planning and buying for Reckitt across 21 European markets globally, effective January 1, 2026. This appointment reflects WPP Media’s growing role in supporting Reckitt’s global media transformation.
As part of the expanded engagement in India, WPP Media will deploy a dedicated team of commerce specialists embedded within Reckitt’s e-commerce operations. The team will work across the funnel, spanning commerce media strategy and execution, analytics, and performance optimisation, to ensure brand investments translate into improved discoverability, consideration, and conversion across India’s rapidly evolving digital retail ecosystem.
Commenting on the partnership, Gaurav Jain, Executive Vice President, South Asia, Reckitt, said, “As a business, our expectation from our media partner goes beyond efficiency, it is about accountability for growth. WPP Media has demonstrated the ability to deliver consistency on core media while bringing sharper execution and rigour into e-commerce, a channel that is increasingly material to our topline. This expanded partnership gives us confidence that our brands are being built for the long term, while also winning at the digital shelf every day.”
Ajay Gupte, President, Client Solutions, WPP Media South Asia, added, “The renewal and expansion of our partnership with Reckitt is a strong reflection of the trust we’ve built through consistent delivery and shared ambition. As media and commerce continue to converge, our focus is on creating integrated strategies that balance brand-building with performance, scale with precision, and creativity with data. This expanded mandate enables us to deliver more connected, impactful consumer experiences and drive sustainable business growth for Reckitt in India and beyond.”
The expanded mandate now includes e-commerce and quick commerce, ensuring Reckitt’s brands are consistently optimised for performance across leading digital platforms in India. The scope covers Reckitt’s full Indian portfolio, including flagship brands such as Dettol, Harpic, Durex, Finish, Lysol, and Veet, strengthening WPP Media’s role in driving long-term brand equity alongside performance-led growth at scale.
