WPP Media has renewed its integrated media mandate for Reckitt India while adding e-commerce media responsibilities, further deepening a partnership that began in 2023. The expanded remit reinforces WPP Media’s role as a long-term strategic partner, supporting Reckitt’s brand building, media effectiveness, and digital growth ambitions in India.
Under the renewed agreement, Wavemaker will continue to lead media strategy, planning, and buying for Reckitt, while also heading the newly awarded e-commerce and quick commerce mandate. The consolidated scope brings together mainline media, digital, and commerce capabilities within a single integrated operating model, aimed at driving consistency, efficiency, and measurable business outcomes across consumer touchpoints.
Strengthening the global relationship, WPP Media has also been appointed to manage Reckitt’s media planning and buying across 21 European markets, effective January 1, 2026. This appointment reflects the network’s growing role in Reckitt’s broader global media transformation.
In India, the expanded engagement includes the deployment of a dedicated team of commerce specialists embedded within Reckitt’s e-commerce operations. This team will work across the funnel-from commerce media strategy and execution to analytics and performance optimization-ensuring stronger discoverability, consideration, and conversion across India’s rapidly evolving digital retail landscape.
Commenting on the partnership, Gaurav Jain, executive vice president, South Asia, Reckitt, highlighted the importance of accountability for growth alongside media efficiency, especially as e-commerce becomes increasingly material to the business.
Ajay Gupte, president, client solutions, WPP Media South Asia, added that the expanded mandate reflects shared ambition and trust, enabling more connected strategies that balance brand-building with performance.
The mandate covers Reckitt’s full Indian portfolio, including Dettol, Harpic, Durex, Finish, Lysol, and Veet, strengthening WPP Media’s role in driving long-term brand equity alongside performance-led growth.
