Media and communications agency Starcom has won FMCG giant P&G's digital mandate worth over Rs 100 crore after a multi-agency pitch.

Sources have confirmed the development to e4m that the Publicis Groupe company has bagged accounts for brands Gillette, Old Spice, Pampers, Olay and P&G Shiksha.

The agency will drive digital planning, buying and activation for the said brands. The account also includes search duties for Oral B, Vicks, Ariel and Head & Shoulders.

The accounts will now change hands from GroupM who was the incumbent agency.