Marico awards its integrated media mandate to Omnicom Media Group’s PHD India

When a large advertiser like Marico Limited makes a media move, the industry sits up and listens. Following a rigorous multi-agency pitch, the FMCG major has appointed Omnicom Media Group’s PHD India as its Agency of Record for its integrated media mandate. The account covers some of India’s most recognisable brands including Parachute, Parachute Advansed, Saffola, Nihar, Livon, Set Wet, as well as newer, digital-first labels such as Beardo, Just Herbs, and True Elements.

For those tracking the FMCG space, this partnership is not a routine agency reshuffle. It signals how established Indian brands are rethinking their media architecture amid an increasingly fragmented, data-led, and digital-first marketing landscape. For Marico, the move represents a decisive shift toward building a future-ready, digitally empowered consumer business — one that places sharper emphasis on brand-building, engagement, and portfolio diversification across modern channels.

“As Marico continues to sharpen its focus on innovation and consumer-centricity, our media strategy plays a pivotal role in forging meaningful connections with audiences and translating insights into cultural impact,” said Akash Banerji, executive vice president and head, Digital Transformation and Beauty and Styling Digital Business at Marico Limited. “We are delighted to partner with PHD India, whose expertise and capabilities align with this vision. Together, we can harness the collective strength of data, creativity, and technology to build brands that are not only relevant today but also resilient for the future.”

Banerji also acknowledged the company’s outgoing partner: “Madison Media has been a long-trusted partner and an integral part of Marico’s journey. We value their contribution and thank them for helping shape our growth trajectory over the years.”

The subtext is clear — this isn’t just a change in agency, it’s a recalibration of Marico’s marketing operating system. As the FMCG ecosystem becomes more performance-led and data-dependent, consolidating its media under a network like PHD India reflects a broader shift in how large advertisers are defining growth. Media, in this new equation, isn’t just about planning or buying—it’s business strategy.

A win in a competitive year

For PHD India, the mandate comes at a time of visible momentum. The agency will now lead end-to-end media strategy, planning, and buying for Marico, combining its global tools with local market expertise under its ‘Intelligence.Connected’ framework — a philosophy that integrates data, technology, and human insight to drive measurable impact.

“This partnership is a testament to PHD India’s consistent focus on driving growth through strategic innovation and media intelligence,” said Kartik Sharma, group CEO, Omnicom Media Group India. “Marico’s legacy of building powerful, purpose-led brands aligns perfectly with our philosophy of delivering transformative business outcomes for clients, and we look forward to setting new benchmarks for impact and innovation in a rapidly evolving marketing landscape.”

Echoing the sentiment, Monaz Todywalla, CEO of PHD India, remarked, “Marico has been a household name for generations – inspiring trust, shaping the tastes and experiences of countless Indians, and setting benchmarks for excellence. To partner with a brand of such legacy and ambition is both a privilege and a commitment. Together, we look forward to unlocking new possibilities for growth and innovation, building on Marico’s remarkable journey with fresh energy and strategic depth to drive successful business outcomes.”

For the agency, this is one of the largest FMCG wins of the year — a significant addition to its client portfolio and a strong endorsement of its position in India’s crowded media ecosystem. The partnership also reinforces a wider industry reality: that media agencies are increasingly judged not by cost efficiency alone, but by their ability to influence strategic growth through intelligence and creativity.

Behind the business numbers

The timing of this partnership aligns with Marico’s strong business momentum. The company recently projected that its second-quarter consolidated revenue growth may touch 30%, driven by pricing interventions and a favourable product mix.

In an exchange filing earlier this month, Marico stated: “Consolidated revenue growth on a year-on-year basis will be touching the thirties on the back of pricing interventions and mix improvement, thereby closing the first half of the year on a strong note and staying well on course to achieve the full-year aspiration.”

The company also expects consumer sentiment to strengthen through the festive season. “We expect sentiment to gradually improve during the upcoming festive season and months ahead, aided by easing inflation, above-average monsoons, healthy crop outlook and policy stimulus,” it said.

Marico attributed part of this momentum to the rationalisation of GST rates, describing it as “a welcome step towards catalysing demand and the long-term growth of the sector.” About 30% of its India business has benefited from the revised GST slabs. “In line with the intent of the Government’s measures, we have passed on the benefits of revised GST rates to consumers across relevant product categories, reinforcing affordability and accessibility,” it added.

On the cost front, copra prices — a key input for its hair oil portfolio — remained rangebound after a 10–12% correction, while vegetable oil prices stayed elevated. Crude derivatives, however, were benign. “Owing to the above, gross margin is expected to come under incremental pressure, on a relatively high base and partly due to the pricing-led high denominator effect,” the company noted.

Despite these challenges, Marico maintained its brand-building investments. “Despite the input cost push, we sustained brand-building investments to reinforce the long-term equity of our franchises and drive accelerated portfolio diversification,” the company said, signalling confidence in its long-term strategy.

Changing consumer patterns

Within India, Marico’s underlying volume growth remained in the high single digits, though it moderated sequentially. The Parachute franchise, one of its most recognisable, saw a low single-digit decline amid inflationary pressures. “After normalising for ml-age reductions in lieu of price increases, the brand was flattish in volume terms during the quarter, demonstrating formidable strength even after effective price hikes of more than 60% on a year-on-year basis,” the company said.

Meanwhile, Saffola Oils delivered flattish volumes but clocked revenue growth in the high teens, reflecting a strong value play. Value Added Hair Oils also posted high-teens growth, marking a sustained recovery path. Marico expects this momentum to continue, supported by its strategic focus on mid- and premium-segment brands and enhanced direct reach under Project SETU.

The company’s Foods and Premium Personal Care portfolios, which include digital-first brands such as Beardo and Just Herbs, maintained strong momentum, reinforcing its diversification beyond traditional categories. Internationally, Marico reported constant-currency growth in the twenties, with Bangladesh and MENA markets outperforming expectations, while other regions stayed steady.

Marico also extended discounts to its channel partners during the two weeks preceding the GST rate change to align inventories with the revised pricing. “In the given context, we expect modest operating profit growth on a year-on-year basis,” it said.

Taken together, Marico’s move to appoint PHD India ties neatly into its broader ambition: to align its media narrative with its business transformation. The company is balancing its heritage brands with digital-era agility, and its media partnerships are now expected to serve that dual purpose — scaling reach while deepening relevance.

In an industry where data has become both a currency and a compass, the FMCG giant’s decision illustrates a broader truth: brands can no longer afford to treat media as a downstream function. It has become the strategic nerve centre — one that translates corporate intent into consumer connection.

As Marico continues to chase sustainable, profitable, and volume-led growth, how PHD India interprets this brief will be closely watched — not just by competitors, but by marketers navigating the same convergence of data, creativity, and commerce.

Because in today’s market, the media plan is the business plan.