#e4mExclusive:  Pernod Ricard India initiates media agency review for ₹800-crore mandate

Pernod Ricard India has initiated a review of its media business, putting out an advertising mandate estimated to be worth more than ₹800 crore, according to multiple industry executives familiar with the development.

The account is currently handled by Wavemaker, which now operates under the WPP Media brand following WPP's global restructuring of its media operations.

Several leading media agencies are understood to be participating in the competitive pitch process, making it one of the largest media account reviews in the Indian consumer goods sector this year.

The review comes at a time when advertisers are reassessing agency relationships amid evolving consumer media habits and mounting pressure to demonstrate measurable returns on marketing investments.

"Pernod Ricard has consistently been among the largest spenders in the alcoholic beverages segment through surrogate and brand-extension campaigns. Any movement of this account will be closely tracked by the industry because of its scale and strategic importance," said a senior media executive, requesting anonymity.

According to the company's latest financial disclosures, Pernod Ricard India's expenditure on advertising and promotional activities increased marginally to Rs 864.16 crore in FY25, compared with Rs 845.15 crore in FY24, underlining its continued commitment to brand-building despite a challenging regulatory environment for liquor advertising.

The company also delivered a strong financial performance during the year. Pernod Ricard India reported a profit of Rs 1,734.59 crore in FY25, an 8% increase from Rs 1,605.99 crore in the previous fiscal year.

Pernod Ricard India is a wholly owned subsidiary of Pernod Ricard South Asia, which in turn is a step-down unit of the French spirits major Pernod Ricard. The Indian business manages a broad portfolio of premium and prestige brands and also owns the Seagram portfolio in the country, including Blenders Pride, 100 Pipers, Longitude 77 and Xclamat!on.

The company additionally markets several internationally renowned labels in India, including Absolut Vodka, Chivas Regal, The Glenlivet and Jameson Irish Whiskey, reinforcing India's status as one of Pernod Ricard's most strategically important growth markets globally.

The media review follows a period of significant developments within Pernod Ricard's India operations. Last year, the company divested its Imperial Blue portfolio to domestic liquor manufacturer Tilaknagar Industries, marking a notable shift in its portfolio strategy as it sharpened its focus on premiumisation and higher-margin brands.

The review also comes against the backdrop of changes in the company's global marketing leadership. In November 2025, Debasree Dasgupta was appointed Global Chief Marketing Officer of Pernod Ricard, succeeding Kartik Mohindra. Industry observers note that senior leadership transitions often trigger broader evaluations of marketing priorities and agency partnerships.

The ongoing pitch is expected to attract interest from both multinational networks and independent agencies seeking to strengthen their presence in the consumer goods and lifestyle sectors. Despite restrictions on direct advertising of alcoholic beverages, liquor companies remain among the country's most active marketers through surrogate advertising, music properties, sports associations and digital content initiatives.

Pernod Ricard did not immediately respond to queries seeking comment on the media review. This story will be updated once the company provides an official response.

For WPP Media, retaining the Pernod Ricard business would be important given the account's size and stature within the industry. Conversely, a win for a rival agency could substantially enhance its billing volumes and competitive positioning in India's increasingly contested media services market.

Industry executives tracking the development indicated that a decision is likely in the coming months. Until then, one of the biggest media account movements is set to remain under close industry scrutiny.