The move brings GCPL’s international media operations under one agency group, building on EssenceMediacom’s India mandate since 2025.
Godrej Consumer Products (GCPL) has appointed WPP Media as its global media agency partner for its business across seven international markets – Indonesia, Bangladesh, Sri Lanka, South Africa, Nigeria, Argentina and Chile.
The appointment follows a three-month global pitch that began in March 2026, with GCPL looking to streamline media operations outside India. Until now, media mandates across these markets were handled by different local agencies.
The expanded partnership builds on the existing relationship between the two companies. EssenceMediacom, part of WPP Media, has been managing GCPL’s media mandate in India since 2025.
Nithya Ravi, lead – global media, GCPL, said consolidating international operations with a single partner will help the company combine global capabilities with local market understanding, while improving media efficiency and effectiveness.
For WPP Media, the win significantly broadens its relationship with one of India’s major FMCG companies. Navin Khemka, president – client solutions, WPP Media, South Asia, said the agency will combine its global scale with market-specific expertise to build stronger consumer connections across diverse markets.
Mark Paterson, global president, Markets and Business Operations, WPP Media, added that data, technology and local market knowledge will be central to supporting GCPL’s international growth.
The mandate positions WPP Media as a unified media partner for GCPL across key overseas markets, with the focus on creating more connected marketing solutions and driving long-term brand and business growth.
