Following a multi-agency pitch, FMCG major Marico has appointed PHD India, part of Omnicom Media Group, as its integrated media agency of record (AOR). Under the mandate, PHD India will handle end-to-end media strategy, planning, and buying for Marico’s diverse portfolio – including flagship brands Parachute, Parachute Advansed, Saffola, Nihar, Livon, Set Wet, and digital-first brands such as Beardo, Just Herbs, and True Elements.

This partnership marks a strategic milestone in Marico’s journey toward becoming a future-ready, digitally empowered consumer company. The collaboration will focus on strengthening brand equity, deepening consumer engagement, and accelerating growth across both established and emerging categories.

Akash Banerji, Executive Vice President & Head – Digital Transformation and Beauty & Styling Digital Business, Marico, said, “As we sharpen our focus on innovation and consumer-centricity, media plays a vital role in transforming insights into cultural impact. PHD India’s strategic and data-driven approach aligns perfectly with our vision. Together, we aim to leverage creativity, data, and technology to build brands that are relevant today and resilient for tomorrow.” He also acknowledged Madison Media, Marico’s long-standing partner, thanking them for their contribution over the years.

PHD India will steer Marico’s media transformation through its Intelligence.Connected philosophy – integrating technology, data, and human insight to deliver impactful solutions.

Monaz Todywalla, CEO, PHD India, added, “Partnering with Marico – a brand synonymous with trust and innovation – is both an honour and a responsibility. We look forward to driving growth through strategic excellence and fresh creative energy.”

Kartik Sharma, Group CEO, Omnicom Media Group India, said, “Marico’s purpose-led legacy aligns perfectly with our mission to deliver transformative results. Together, we aim to set new benchmarks for innovation and media effectiveness in an evolving marketing landscape.”