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Dentsu X wins media mandate for Reckitt Benckiser India

The incumbent agency on the account is Initiative of IPG Group

Reckitt Benckiser India has awarded its media business to dentsu X following a multi-agency pitch. The Dentsu Aegis Network agency won this mandate contesting with the incumbent agency Initiative of IPG Group, Madison and Havas. The business will shift effective January 1, 2020.

The FMCG multinational has marquee brands namely, Dettol, Mortein, Strepsils, Harpic, among others, in its portfolio. With operations spanning across more than 60 countries, RB is dedicated to helping people live healthier lives. Underpinned by values such as innovation and partnership, at its core, RB has also been the flagbearer of the sustainability movement across many countries. From driving sustainable innovation to working on recycling plastic, water and other types of wastes, RB’s initiatives are world-renowned.

Divya Karani

In a press statement, Divya Karani, Chief Executive Officer, dentsu X, said, It is an absolute privilege to partner with such a strong, purpose-driven brand. More so, since our values deeply resonate with theirs. We look forward to a productive and enduring partnership with RB.”

dentsu X India comprises of three agencies; dX-matrix, dX-cubic and dX-palette. All three agencies have witnessed steep growth trajectories in the recent past; evident in not just the heft but also the accolades won for their work.


With a distinct take on the evolving communication landscape, dentsu X said it believes in delivering experiences that are beyond mere exposures. The agency aims to deliver experiences which involve, engage, entertain, inform, deliver real value and ultimately forge a deep partnership between the brands and consumers. dentsu X’s fresh thinking and propositions are finding traction and resonance in the industry, it said.


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