Starcom retains Dabur’s Rs 500-crore media mandate

Leading FMCG giant Dabur India Ltd has reaffirmed its trust in Starcom India, retaining the agency for its media duties while consolidating its digital mandate under Starcom, sources have confirmed with e4m.

Industry sources estimate the account to be worth Rs 450-500 crore.

Dabur first appointed Starcom as its media agency on July 1, 2015. Before that, its media duties were handled by multiple agencies.

In April 2022, dentsu X secured Dabur India’s digital media mandate. More recently, Digidarts, a performance marketing agency, was brought on board to manage specific aspects of the brand’s digital strategy.

Dabur India Limited is a leading Indian consumer goods company with interests in Hair Care, Oral Care, Health Care, Skin Care, Home Care and Food & Beverages. Its advertising and publicity expenditure declined by 7.9 per cent in the third quarter of FY2025.

The FMCG’s ad spending remained at Rs 226 crore in the December quarter, down from Rs 244 crore in the same period last year. Notably, this marks the second consecutive quarter of subdued ad spend for Dabur, following a similarly modest outlay of Rs 225 crore in the Q2 of 2025, the festive season.

The company recorded a nearly 2 per cent rise in its consolidated net profits for the third quarter to Rs 516 crore, compared to Rs 506 crore year-on-year.

Dabur's revenue from operations increased 3 per cent to Rs 3,355 crore in the October to December quarter of the financial year 2024-25, compared to Rs 3,255 in the same quarter a year ago.

e4m reached out to Dabur on the development but did not get a response till the time of publishing.