Dentsu has been appointed as the integrated agency partner in India for Hell Energy Drink following a multi-agency pitch.
As part of the mandate, dentsu’s Mumbai office will leverage its capabilities across creative, media and PR to deliver an integrated strategy to strengthen the brand’s presence and accelerate growth in the Indian market since its entry in 2018.
Dentsu will also support content development, influencer collaborations, and market-specific campaigns to ensure consistent messaging and measurable business outcomes, including brand marketing campaign execution, always-on digital and social management, data and analytics-driven optimisation, and integrated reporting frameworks to track brand and business KPIs.
This appointment builds on existing partnership with Carat leading media strategy, planning and buying, Dentsu Creative Isobar driving brand and creative development, and Dentsu Creative PR leading public relations and reputation management.
Unnikannan Gangadharan, director, Hell Energy, said, “We met some outstanding agencies during the process, but dentsu stood out with its clear understanding of our requirements and a well-defined approach to integrated communications. As we scale our presence in India, it is important for us to have a partner who can align strategy with execution across multiple functions. I look forward to the multi-channel and multiple market approach in line with evolving market dynamics and working together to build the next phase of our growth.”
Sujeet Behra, president - Carat and chief strategy officer, media, added, “Strong brands today are shaped by how effectively they show up across the media ecosystem. By bringing together data-led media strategy, precision planning and integrated amplification across platforms, we aim to deliver high-impact, contextually relevant consumer experiences at scale. Our focus will be on driving effective reach, optimising attention, and ensuring every exposure contributes to measurable brand and business outcomes for Hell Energy drink in India. We are excited about unlocking new opportunities through this partnership.”
