IPG Mediabrands retains media duties of Reckitt Benckiser in India

The global FMCG company had selected IPG Mediabrands' Initiative in India in 2013.

In a recent pitch initiated by Reckitt Benckiser (RB) in India, IPG Mediabrands has retained the media duties of the FMCG major. The company had selected Initiative, (an IPG Mediabrands agency) as its media agency in India in December 2013. Initiative was handling media planning and buying duties, including digital, for all brands under RB. Prior to IPG Mediabrands, the mandate was with ZenithOptimedia.

For the record, RB is a global FMCG company with a portfolio of brands across health, hygiene and home categories. Some of its popular brands in India include Strepsils and Durex in the health category, Dettol, Clearasil, Harpic, Mortein and Veet in Hygiene, and Vanish and Air Wick in the home category. Health and hygiene categories bring in more than 70 per cent of the company's net revenues.

RB's headquarters are spread across the UK, Singapore, Dubai and Amsterdam. It is operational in over 60 countries, with nearly 36,000 employees.