Arena Media India, part of Havas Media Network India, has won the integrated media mandate for Keo Karpin following a competitive multi-agency pitch process. The account has been assigned to the agency’s Gurugram office and will be led by Manish Sharma, President, Arena Media.
As part of the mandate, Arena Media India has taken charge of Keo Karpin’s integrated media strategy across traditional media, digital platforms and performance marketing channels. The agency’s scope has included media planning and buying, digital and data-led strategy, audience targeting, and content-commerce integration.
Keo Karpin, part of Dey’s Medical Stores, has remained a legacy hair oil brand in India for over six decades. The company has focused on strengthening the brand’s presence in the personal care market.
The mandate has also strengthened Havas Media Network India’s presence in the eastern market, which the network has identified as a key growth region.
Gautam Dey, Chairman & Managing Director, Dey’s Medical Stores, said, “Keo Karpin is a brand that carries decades of trust and love from Indian consumers. As we embark on the next chapter of the brand’s journey, we were looking for a media partner that understands both the heritage of what we represent and the ambition of where we want to go. Arena Media India demonstrated exactly that a sharp strategic lens, deep consumer understanding, and an integrated approach that gives us confidence. We look forward to building an impactful partnership together.”
Mohit Joshi, Chief Executive Officer, Havas Media Network India, said, “Keo Karpin is one of India’s most beloved brand names, a brand that has earned its place in the everyday lives of millions of consumers across generations. This win is also particularly meaningful for us given our growing focus on the eastern market, a region we see as a significant growth frontier. Winning this mandate reflects our network’s commitment to partnering with brands that have deep-rooted consumer trust and significant growth potential. We believe there is a tremendous opportunity to build on what Keo Karpin stands for and take the brand into its next era of relevance and growth.”
Uday Mohan, Chief Operating Officer, Havas Media and Arena Media India, said, “This is a significant win for us, not only in terms of scale but also in terms of strategic importance. Keo Karpin’s mandate requires a thoughtful blend of brand building, consumer engagement, and performance accountability- exactly the kind of challenge where our team excels. We are excited about what this partnership holds for the brand’s future.”
