Uniqlo India’s ongoing media agency review has reached its final phase, with Publicis Groupe and independent agency Hashtag Orange emerging as frontrunners for the mandate, according to industry sources.
The Japanese apparel brand initiated the pitch earlier this year, inviting agencies to reassess its media planning and buying strategy as part of its aggressive expansion in India. The account is currently handled by Mindshare, which has managed the business since Uniqlo entered the Indian market in 2019.
Sources indicate that the account size is estimated at ₹50–60 crore, reflecting the brand’s growing investment in the country. Uniqlo has significantly scaled its marketing efforts across digital, outdoor, print, and connected TV platforms, while also leveraging celebrity-led campaigns and large-format activations to strengthen visibility in key metro markets.
India has become a crucial growth market for the brand, with revenues reportedly crossing ₹1,100 crore in FY25 alongside improving profitability. The ongoing media review is seen as part of a broader push to optimise spending, enhance targeting precision, and align with evolving consumer behaviour in a highly competitive fast-fashion landscape.
Industry observers note that the pitch reflects a shift in expectations, with agencies presenting integrated frameworks spanning performance marketing, omnichannel attribution, and retail media integration, backed by first-party data and advanced analytics.
As the process nears conclusion, the final decision is expected to hinge on strategic vision, cost efficiency, and the ability to deliver consistent storytelling across platforms.
