Creative and digital mandate wins that defined 2025

2025 saw intense pitch activity across creative, digital and integrated mandates, with agencies strengthening their portfolios across FMCG, BFSI, fitness, luxury, media and D2C sectors. Saatchi & Saatchi emerged as a key winner, having been appointed creative agency for Aviva following a competitive pitch, while Tuborg handed its India creative duties to Lowe Lintas, marking a notable move in the beer category.

In FMCG and wellness, FCB Ulka secured multiple wins, including creative mandates for Bajaj Almond Drops Hair Oil, Bajaj No Marks and the Sensodent Group, while FCB India was awarded the creative mandate for Dulcoflex. FCB Kinnect further strengthened its healthcare portfolio with the full-funnel creative mandate for Prega News.

Rediffusion secured both creative and media duties for Keya Foods, with Rediffusion Kolkata adding Prabhuji Pure Food to its roster. Famous Innovations won the creative mandate for Nilkamal Sleep, while 82.5 Communications India secured the creative mandate for Tata Consumer Products.

Digital-first and integrated mandates maintained strong momentum. White Rivers Media won the digital mandate for SMFG India Credit and was subsequently appointed to lead digital creative for all TOI Metro supplements. Webenza secured the digital creative mandate for Joy Personal Care, while Gozoop Creative came on board as the digital and creative partner for CookieMan India. MarTech agency Art-E Mediatech secured the full creative mandate for Dylect.

Retail, fitness and lifestyle brands were equally active. SW Network had a standout year, securing the creative mandate for FILA and Foot Locker from Metro Brands, bagging creative duties for Anytime Fitness India, and retaining the creative and digital mandate for Nexus Select Citywalk, Delhi. Network Advertising won the creative duties for Bajaj Consumer Care brands.

In premium and global brand assignments, Dentsu Creative Webchutney secured the strategy and creative duties for RAK Ceramics and KLUDI India, while Dentsu Creative Isobar won the integrated creative mandate for Forevermark. RepIndia secured the creative mandate for OPPO India, and Havas Media Network India won the integrated mandate for Tata 1mg. Financial Times appointed New Commercial Arts as its lead creative agency, marking one of the year’s most notable global account moves.

Together, these wins reflect brands’ increasing preference for agencies that combine creative excellence with digital expertise and integrated execution, setting the tone for a highly competitive creative marketplace as we head into 2026.