WPP Media retains integrated media partner for Reckitt India

WPP Media has retained Reckitt India’s integrated media mandate and further deepened the partnership with the addition of the e-commerce media remit. The expanded scope builds on a relationship that began in 2023 and reinforces WPP Media’s position as Reckitt’s long-term strategic partner for 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 heading the newly awarded e-commerce mandate. The consolidated remit brings together mainline media, digital and commerce capabilities within a single integrated operating model, aimed at delivering greater consistency, efficiency and measurable business impact across consumer touchpoints. Strengthening the collaboration further, Reckitt has also appointed WPP Media to manage media planning and buying across 21 European markets, effective 1 January 2026—highlighting the network’s growing role in 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. This team will work across the full funnel—from commerce media strategy and execution to analytics and performance optimisation—ensuring brand investments drive stronger discoverability, consideration and conversion in India’s rapidly evolving retail landscape.

“As a business, our expectations from a media partner go beyond efficiency; it is about accountability for growth. WPP Media has demonstrated consistent delivery on core media while bringing sharper execution and rigour to 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,” said Gaurav Jain, Executive Vice President, South Asia, Reckitt.

Ajay Gupte, President, Client Solutions, WPP Media South Asia, added, “The renewal and expansion of our partnership with Reckitt reflects the trust built through consistent delivery and shared ambition. As media and commerce converge, our focus is on integrated strategies that balance brand-building with performance, scale with precision, and creativity with data. This mandate enables us to deliver more connected, impactful consumer experiences and drive sustainable growth for Reckitt in India and beyond.”

The expanded mandate now spans e-commerce and quick commerce, ensuring Reckitt’s brands are optimised for performance across India’s leading digital platforms. It covers the company’s entire Indian portfolio, including Dettol, Harpic, Durex, Finish, Lysol and Veet, further strengthening WPP Media’s role in driving long-term brand equity alongside performance-led growth at scale.