WPP Media has retained the integrated media mandate for Reckitt India and has expanded the partnership with the addition of the e-commerce media mandate. The development has built on an association that has been in place since 2023 and has reinforced WPP Media’s role across media strategy, planning, buying, and digital growth for Reckitt in India.
Under the renewed mandate, Wavemaker has continued to lead Reckitt India’s media strategy, planning, and buying, and has also taken on responsibility for the newly awarded e-commerce media mandate. The combined scope has brought mainline media, digital, and commerce services under a single operating model aimed at improving consistency and efficiency across consumer touchpoints.
WPP Media has also been appointed to manage media planning and buying for Reckitt across 21 European markets, with the global remit having come into effect from 1 January 2026. The expanded responsibility has reflected WPP Media’s growing involvement in Reckitt’s broader media operations beyond India.
As part of the India mandate, WPP Media has deployed a dedicated team of commerce specialists within Reckitt’s e-commerce operations. The team has worked across commerce media strategy, execution, analytics, and performance optimisation to align media investments with discoverability, consideration, and conversion outcomes across digital retail platforms.
The expanded engagement has covered e-commerce and quick commerce, ensuring that Reckitt’s brands have remained optimised across major digital platforms in India. The mandate has included Reckitt’s Indian portfolio spanning brands such as Dettol, Harpic, Durex, Finish, Lysol, and Veet.
“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.” said, Gaurav Jain, Executive Vice President, South Asia, Reckitt.
Ajay Gupte, President, Client Solutions, WPP Media South Asia said, “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.”
