Reckitt India retains integrated media mandate with WPP Media

Wavemaker will also handle Reckitt India’s E-Commerce media mandate

by e4m Staff
Published: Jan 7, 2026 11:29 AM | 2 min read

WPP Media retains integrated media mandate for Reckitt India

WPP Media has renewed its integrated media mandate for Reckitt India and has further expanded the partnership by adding the e-commerce media business to its scope.

The wider mandate builds on a collaboration that started in 2023 and reinforces WPP Media’s position as a long-term strategic partner for Reckitt in India, supporting brand growth, media performance, and digital expansion.

As part of the renewed agreement, Wavemaker will continue to handle Reckitt’s media strategy, planning, and buying. In addition, it will now manage the newly assigned e-commerce media responsibilities. This unified approach brings together traditional media, digital, and commerce under one operating framework, aimed at improving efficiency, consistency, and measurable outcomes across all consumer touchpoints.

Strengthening the relationship further, Reckitt has also appointed WPP Media to oversee media planning and buying across 21 European markets, starting January 1, 2026. This move highlights WPP Media’s growing role in supporting Reckitt’s global media transformation.

Commenting on the partnership, Gaurav Jain, Executive Vice President, South Asia, Reckitt, said that the company expects more than operational efficiency from its media partners—it looks for accountability in driving growth. He added that WPP Media has delivered strong results across core media while bringing sharper focus and discipline to e-commerce, which is becoming an increasingly important growth channel. The expanded partnership, he noted, strengthens confidence in building brands for the long term while performing strongly in digital marketplaces.

Ajay Gupte, President – Client Solutions, WPP Media South Asia, said the renewal and expansion reflect the trust developed through consistent performance and shared goals. He added that as media and commerce continue to merge, WPP Media is focused on integrated strategies that combine brand building with performance, scale with accuracy, and creativity with data. The expanded mandate will help create more connected consumer experiences and support sustained growth for Reckitt in India and other markets.

The enlarged scope now includes both e-commerce and quick commerce, ensuring Reckitt’s brands are optimised across leading digital platforms in India. The mandate covers the company’s full Indian portfolio, including major brands such as Dettol, Harpic, Durex, Finish, Lysol, and Veet.

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Published On: Jan 7, 2026 11:29 AM

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