dentsu X bags media mandate for Reckitt Benckiser

dentsu X, an integrated media agency from the house of Dentsu Aegis Network has won the media mandate for Reckitt Benckiser (RB). The account is worth Rs 500 crore.

Before being assigned to dentsu X, the account was being handled by Initiative, an IPG Mediabrands agency. dentsu X India has won this mandate versus IPG the incumbent agency group, Madison and Havas. The business will shift effective January 1 2020.

When asked, Divya Karani, Chief Executive Officer, dentsu X, confirmed, “Yes, we have won the Reckitt Benckiser India mandate. 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. Declared “Agency-of-the-Year” by three separate industry forums this year, dentsu X India has also been recognized among the “Top 100 Fastest-Growing Agencies” globally by Adweek.

With a distinct take on the evolving communication landscape, dentsu X believes in delivering experiences that are beyond mere exposures. It 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.

dX-matrix, dX-cubic and dX-palette are the three specialist agencies under dentsu X, a part of Dentsu Aegis Network.

RB, 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.