Omnicom’s PHD India bags Marico’s integrated media mandate

New Delhi: Following a multi-agency pitch, Marico has appointed Omnicom Media Group’s PHD India as its Agency of Record for its integrated media mandate. 

Under this partnership, PHD India will lead end-to-end media strategy, planning, and buying for Marico’s iconic portfolio of brands, including Parachute, Parachute Advansed, Saffola, Nihar, Livon, Set Wet, as well as new-age brands such as Beardo, Just Herbs, and True Elements.

The pitch was called in July 2025. Madison has handled Marico’s media duties since 2003, barring a brief period in 2017 when the mandate was awarded to Lodestar UM. The account returned to Madison in 2019.

Akash Banerji, Executive Vice-President & Head, Digital Transformation and Beauty & Styling Digital Business, Marico, said, “As Marico continues to sharpen its focus on innovation and consumer-centricity, our media strategy plays a pivotal role in forging meaningful connections with audiences and translating insights into cultural impact. Modern media planning demands sophisticated approaches to navigate complexity and deliver tangible results. We are delighted to partner with PHD India, whose expertise and capabilities align with this vision. Together, we can harness the collective strength of data, creativity, and technology to build brands that are not only relevant today but also resilient for the future.”

He further said, “Madison Media has been a long-trusted partner and an integral part of Marico’s journey. We value their contribution and thank them for helping shape our growth trajectory over the years.”

Monaz Todywalla, CEO, PHD India, stated, “Marico has been a household name for generations – inspiring trust, shaping the tastes and experiences of countless Indians, and setting benchmarks for excellence. To partner with a brand of such legacy and ambition is both a privilege and a commitment. Together, we look forward to unlocking new possibilities for growth and innovation, building on Marico’s remarkable journey with fresh energy and strategic depth to drive successful business outcomes.”

Kartik Sharma, Group CEO of Omnicom Media Group India, said, “This partnership is a testament to PHD India’s consistent focus on driving growth through strategic innovation and media intelligence. Marico’s legacy of building powerful, purpose-led brands aligns perfectly with our philosophy of delivering transformative business outcomes for clients, and we look forward to setting new benchmarks for impact and innovation in a rapidly evolving marketing landscape.”