Wipro Consumer Care & Lighting has consolidated its media mandate with Wavemaker, a WPP Media agency, in a move aimed at creating a more integrated and agile media approach. The mandate covers the entire spectrum of media strategy, planning, investment, and activation across both traditional and digital platforms.

This consolidation reflects the company’s focus on aligning data, technology, and creativity to unlock deeper consumer insights and drive stronger business outcomes. By bringing its media operations under one partner, Wipro Consumer Care aims to ensure greater consistency in brand messaging while improving responsiveness to evolving consumer behaviour.

Neeraj Khatri, Chief Executive for India and SAARC Business at Wipro Consumer Care, highlighted that as the company continues to scale its portfolio, a unified media approach becomes essential. He noted that the consolidation will enable better alignment across planning and execution, allowing the brand to engage more effectively with consumers across markets.

S Prasanna Rai, Senior Vice President – Marketing, added that with increasingly fragmented consumer journeys, maintaining consistency across touchpoints is critical. He emphasised that Wavemaker’s strength in integrating data, technology, and insights makes it a strong partner for this next phase of growth.

From WPP Media’s perspective, the partnership represents an opportunity to create long-term value through a combination of category expertise and advanced media capabilities. Leaders at WPP Media also pointed to the importance of data-driven, customised solutions in today’s dynamic landscape.

The move underscores a broader industry trend, where brands are consolidating mandates to drive efficiency, cohesion, and more impactful media strategies.