Wavemaker wins Reckitt Benckiser's media mandate

The account size is estimated at around Rs 1600 crore. 

Wavemaker, a GroupM-owned media agency, has won the media business of the FMCG giant Reckitt Benckiser. The account size is estimated at around Rs 1600 crore. 

Dentsu X was handling the account since 2020. Wavemaker won the account after a multi-agency pitch was called. 

Under this new partnership, Wavemaker will be responsible for handling the media strategy, planning, buying and implementation for all mass digital media. The media agency will lead the mandate for Reckitt’s brands across health, hygiene, and nutrition portfolios such as Dettol, Durex, Mortein, Harpic, Lizol, Strepsils, among others.

Commenting on the association, Dilen Gandhi, regional marketing director, South Asia – Health & Nutrition, Reckitt, said, “Reckitt is one of the leading consumer products brands in the Indian market with a diverse product portfolio. At Reckitt, we are always looking out to strategically align ourselves to the ever-changing consumer needs and improve our connect with them. As a result of a global decision, we are glad to welcome Wavemaker on-board and are confident of their domain knowledge and media buying clout. Their experience will help us enhance saliency across our brands and drive media efficiencies.”

Saurabh Jain, regional marketing director, South Asia - Hygiene, Reckitt said “We welcome Wavemaker, our newest partner, and believe their comprehensive understanding of the media landscape will position us at the forefront of media innovation, endearing our brands to all stakeholders. The decision to change has been made in alignment with our global processes. We would like to thank the Dentsu team for their unwavering dedication in establishing our power brands over the past years.”

Ajay Gupte, CEO - South Asia, Wavemaker said, “We are absolutely ecstatic to have been selected as Reckitt's esteemed media agency partner. Securing the consolidated media mandate for Reckitt's iconic brands not only recognizes our profound comprehension of the ever-evolving media landscape but also showcases our exceptional proficiency in crafting groundbreaking solutions for our clients. With Reckitt's illustrious heritage, we wholeheartedly dedicate ourselves to delivering unparalleled media and communications strategies that set new benchmarks in the industry.” 

Reckitt Benckiser is one of the biggest advertisers on television. According to TAM Media Research, it was the the biggest advertiser on television last year. Its popular brands include Dettol, Durex, Mortein, Strepsils, Lysol and Harpic.