#e4mBreaking:  Marico puts Rs 350 crore media account up for pitch

FMCG giant Marico has initiated a media pitch. The account size as per industry sources is close to approximately Rs 350 crore.

Madison Media secured the media mandate from Lodestar UM in 2019 following a multi-agency pitching process. This mandate encompassed comprehensive media responsibilities, including digital, with Madison Media taking charge from April 1, 2019.

Marico has substantially increased its advertising and promotional expenditure in India, registering a 35% year-on-year rise in Q4 FY25. The company allocated ₹305 crore to advertising during the quarter, its highest quarterly outlay in over a year which amounted to 11.2% of sales.

For the entire financial year, consolidated A&P expenses grew by 18% year-on-year to ₹1,128 crore. Advertising intensity for FY25 reached 10.4% of sales, up from 9.9% in FY24, underscoring Marico’s heightened emphasis on brand-driven growth despite ongoing cost pressures. While domestic figures weren’t disclosed separately, the fact that India accounts for over 75% of Marico’s revenue suggests that the majority of this investment targeted the home market.

According to its latest earnings release, Marico attributed this ramp-up in media spend to its focus on “continually strengthening consumer franchises and accelerating portfolio diversification.” Above-the-line (ATL) advertising and brand-led activations were mentioned as significant contributors to the revival in segments like Value Added Hair Oils.

On the back of these efforts, Marico’s India business delivered a 23% revenue spike in Q4, its strongest in 14 quarters, fueled by 7% volume growth and well-managed pricing strategies to address inflation. The company also reported that 95% of its portfolio held or gained market share, with 80% of brands sustaining or expanding their household reach.