Marico Limited has quietly completed a major media reset appointing Omnicom Media Group’s PHD India as its baterybet integrated media agency after a multi-agency pitch that industry insiders say prioritized data-led planning and full-funnel media capabilities. This is a notable shift for the Mumbai-headquartered FMCG house, which owns mass-market brands such as Parachute, Saffola and Set Wet and has in recent years been sharpening its digital-first media investments to reach younger cohorts while protecting legacy reach in smaller towns.
According to the announcements and trade reporting, PHD India will assume Marico’s integrated media duties covering strategy, planning, buying and measurement with the agency expected to infuse the account with its “Intelligence Connected” approach that blends data, programmatic and creative amplification. For Marico, the mandate comes at a moment when Indian festive-season spends and digital ad budgets are evolving quickly; brands are demanding tighter ROI storylines and more integrated measurement across TV, streaming and commerce platforms.
Industry observers told reporters the pitch process focused heavily on first-party data activation, performance-to-brand plumbing, and the ability to optimise for e-commerce as well as traditional trade channels strengths PHD has been selling to large CPG clients across APAC. While neither Marico nor PHD released exhaustive public commentaries on the creative roadmap, both organisations are expected to announce campaign rollouts in the coming quarter once media plans are locked in and seasonal flights are scheduled.
What to watch next: how PHD’s media architecture balances reach for Marico’s mass brands with precision activation for its portfolio’s newer, margin-sensitive SKUs; and whether the partnership sparks a wider trend of legacy FMCG majors consolidating media on fewer, technology-forward partners. For now, the appointment underscores a simple truth of 2025 India marketing scale matters, but smart data and measurable outcomes matter more.
