HELL Energy Drink has appointed dentsu as its integrated agency partner in India, following a multi-agency pitch. The mandate will be managed out of dentsu’s Mumbai office. Under the mandate, dentsu will oversee creative, media, and public relations, delivering an integrated strategy that includes campaign development, media planning and buying, and PR outreach.
The agency will also support content development, influencer collaborations, and market-specific campaigns, alongside always-on digital and social management. The scope includes data and analytics-led optimisation and integrated reporting frameworks to track brand and business KPIs.
This development builds on HELL Energy Drink’s existing association within the dentsu network, with Carat handling media strategy, planning and buying, Dentsu Creative Isobar leading brand and creative duties, and Dentsu Creative PR managing public relations. The expanded mandate is aimed at enabling a more unified and strategic approach to accelerate the brand’s growth in India.
Unnikannan Gangadharan, Director, HELL-ENERGY PRIVATE LIMITED 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, optimizing 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.”
