#e4mExclusive: Omnicom is front-runner for Marico’s ₹360-crore media account
This transition is likely to mark the end of Madison’s five-year stewardship of the account
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Published: Sep 6, 2025 8:14 AM | 1 min read
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Omnicom has secured Marico’s estimated ₹360-crore media mandate, replacing Madison Media after a competitive multi-agency pitch, as per industry sources. This transition would likely mark the end of Madison’s five-year stewardship of the account since 2019.
Marico’s spokesperson, however, said they were still evaluating internally.
Marico first put its media account up for pitch in late July, at a time when the company has been sharply increasing its advertising and promotion spends. In Q4 FY25, Marico’s A&P outlay jumped 35% year-on-year to ₹305 crore, while the annual spend stood at ₹1,128 crore — about 10.4% of its sales.
Insiders report that Omnicom is likely to assume responsibility for comprehensive media duties, although a formal confirmation from Marico or the agencies involved is yet to be obtained.
This shift marks a pivotal agency change for Marico, signalling a strategic pivot as the brand intensifies its media investments amid strong growth momentum.
Marico’s India business posted a 23% revenue rise in Q4, its strongest performance in 14 quarters driven by volume uptick, strategic pricing, and brand building.
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