Reckitt expands WPP Media partnership in India

WPP Media has retained its integrated media mandate for Reckitt India and expanded the partnership with the addition of an e-commerce media remit. The move reinforces WPP Media’s position as a long-term strategic partner to Reckitt, spanning brand building, media effectiveness and digital growth in the Indian market.

The relationship between the two companies began in 2023. Under the renewed agreement, Wavemaker will continue to lead Reckitt India’s media strategy, planning and buying, while also taking responsibility for the newly awarded e-commerce media mandate. The scope brings mainline media, digital and commerce together under a single operating model aimed at delivering consistency and measurable business outcomes.

Integrated media and commerce approach

As part of the broader partnership, WPP Media has also been appointed to manage media planning and buying for Reckitt across 21 European markets, effective 1 January 2026. The appointment signals an expanded role for the network within Reckitt’s global media transformation programme.

In India, the expanded remit includes the deployment of a dedicated team of commerce specialists embedded within Reckitt’s e-commerce operations. The team will work across strategy, execution, analytics and performance optimisation, with a focus on improving discoverability, consideration and conversion across digital retail platforms.

Gaurav Jain, Executive Vice President, South Asia, Reckitt: "As a business, our expectation from our media partner goes beyond efficiency, it is about accountability for growth. WPP Media has demonstrated the ability to deliver consistency on core media while bringing sharper execution and rigour into e-commerce, a channel that is increasingly material to our topline. This expanded partnership gives us confidence that our brands are being built for the long term, while also winning at the digital shelf every day."

Expanding scope across markets and channels

Ajay Gupte, President, Client Solutions, WPP Media South Asia: "The renewal and expansion of our partnership with Reckitt is a strong reflection of the trust we’ve built through consistent delivery and shared ambition. As media and commerce continue to converge, our focus is on creating integrated strategies that balance brand-building with performance, scale with precision, and creativity with data. This expanded mandate enables us to deliver more connected, impactful consumer experiences and drive sustainable business growth for Reckitt in India and beyond."

The updated mandate covers e-commerce and quick commerce, ensuring Reckitt’s brands are optimised for performance across India’s leading digital platforms. The remit spans the company’s Indian portfolio, including Dettol, Harpic, Durex, Finish, Lysol and Veet, and further positions WPP Media as a partner supporting both long-term brand equity and performance-led growth.

www.wppmedia.com

www.reckitt.com

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