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Initiative retains Rs 800-crore media account of Reckitt Benckiser

This is the fifth time in a row that the agency has won the account after it initially bagged it in 2013 from Zenith

IPG Mediabrands’ Initiative has retained the media buying and planning duties of the FMCG giant Reckitt Benckiser, sources close to the development confirmed the news to BestMediaInfo. The pitch started in September this year.

The account size is over Rs 800 crore, one of the biggest media accounts in the country. Dentsu Aegis Network and Publicis Media were in the final fray, along with IPG mediabrands, the source confirmed.


Initiative had won the account initially in 2013 from Zenith. After that, the agency had been retaining the account five times in a row.

All the brands of RB will be handled by Initiative in India. RB had recently acquired Mead Johnson Nutrition, which is also a part of this mandate. RB has some popular brands in India, which include Durex, Mortein, Air Wick, Dettol, Vanish, Strepsils, Veet and Harpic.


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