Arena Media India, part of Havas Media Network India, has secured the integrated media mandate for legacy hair care brand Keo Karpin after a competitive multi-agency pitch. The account will run out of the agency’s Gurugram office, led by Manish Sharma, president, Arena Media India.
Under the mandate, Arena Media India will drive Keo Karpin’s media strategy across traditional and digital channels, covering media planning and buying, digital and data-led strategy, audience targeting, and content-commerce integration.
Keo Karpin, owned by Dey’s Medical Stores, has been a fixture in Indian hair oil for more than six decades. The company is looking to sharpen the brand’s positioning as competition in personal care intensifies.
Gautam Dey, chairman & managing director, Dey’s Medical Stores Pvt. Ltd, said Keo Karpin’s decades of consumer trust called for a partner who could match that heritage with forward-looking ambition. He said Arena Media India stood out for its strategic clarity, consumer insight, and integrated approach, adding that the company is looking forward to a strong partnership.
Mohit Joshi, CEO, Havas Media Network India, called the win an important one for the network’s expanding focus on the eastern market, which he flagged as a key growth region, with an opportunity to build on Keo Karpin’s established equity as it looks to grow its footprint.
Uday Mohan, COO, Havas Media & Arena Media India, described the win as significant in both scale and strategic weight, noting that the mandate calls for a mix of brand building, engagement, and performance accountability – an area where the agency’s team is well placed to deliver.
