PHD India, part of Omnicom Media Group, has been appointed Agency on Record for Marico Limited after a multi-agency pitch. The mandate covers integrated media strategy, planning, and buying. Leaders Monaz Todywalla and Kartik Sharma said the partnership will drive growth, innovation, and transformative brand outcomes across Marico’s iconic FMCG portfolio.
In a major development within India’s advertising and media landscape, PHD India, part of Omnicom Media Group, has been appointed the Agency on Record for Marico Limited, one of India’s leading FMCG giants. Following a rigorous multi-agency pitch process, PHD India will now spearhead the integrated media mandate, encompassing strategy, planning, and buying across Marico’s iconic portfolio of brands.
This partnership marks a significant milestone for PHD India, which has seen an impressive run of wins and expansions over the past year. With this appointment, the agency brings one of the country’s largest and most respected FMCG names under its umbrella — a move that further cements its position as a powerhouse in strategic media planning and innovation.
The appointment follows a highly competitive pitch that saw several leading agencies vying for the account. What ultimately set PHD India apart was its strong focus on data-led insights, strategic creativity, and innovation in media intelligence — areas that have become central to brand growth in today’s digital-first environment.
Monaz Todywalla, CEO of PHD India, expressed her excitement about the collaboration, emphasizing the shared values between the two brands.
“Marico has been a household name for generations — inspiring trust, shaping the tastes and experiences of countless Indians, and setting benchmarks for excellence,” she said. “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.”
Todywalla’s statement reflects PHD India’s broader mission to go beyond conventional media planning. The agency has consistently focused on leveraging technology, behavioral data, and human insight to build campaigns that not only deliver measurable impact but also resonate emotionally with consumers.
Marico Limited, one of India’s most trusted consumer goods companies, houses some of the nation’s most beloved brands — including Parachute, Saffola, Livon, Set Wet, and Kaya. Over the decades, Marico has evolved from a traditional FMCG player into a purpose-driven brand ecosystem that champions wellness, self-care, and sustainability.
The company’s partnership with PHD India signals a forward-looking strategy to amplify its marketing communications in a rapidly changing consumer landscape — one shaped by digital transformation, diverse media touchpoints, and evolving audience expectations.
Kartik Sharma, Group CEO of Omnicom Media Group India, underscored the significance of the partnership, describing it as a meeting of shared philosophies.
“This partnership is a testament to PHD India’s consistent focus on driving growth through strategic innovation and media intelligence,” Sharma noted. “Marico’s legacy of building powerful, purpose-led brands aligns perfectly with our philosophy of delivering transformative business outcomes for clients. We look forward to setting new benchmarks for impact and innovation in a rapidly evolving marketing landscape.”
The Marico win caps off a year of dynamic expansion and recognition for PHD India. The agency has strengthened its portfolio across multiple sectors — from technology and automotive to lifestyle and consumer goods — by emphasizing what it calls “Creativity at the Speed of Data.”
Within Omnicom Media Group’s global network, PHD India has been recognized for its strategic agility and ability to integrate AI-driven insights, performance marketing, and creative storytelling into cohesive media strategies. The addition of Marico’s integrated mandate is seen as a validation of this forward-thinking approach.
The collaboration between PHD India and Marico arrives at a time when India’s FMCG sector is undergoing a deep transformation. With digital consumption on the rise and consumer journeys becoming increasingly nonlinear, brands like Marico are seeking media partners who can balance scale with sophistication — optimizing every rupee of media spend while delivering emotional resonance.
PHD India’s expertise in data analytics, consumer mapping, and precision targeting will play a crucial role in Marico’s next phase of growth. From traditional television and print to programmatic and influencer-led ecosystems, the agency’s holistic approach will aim to strengthen Marico’s connection with millions of consumers across India and global markets.
For both Marico and PHD India, this partnership represents more than just a business deal — it’s a shared commitment to shaping the future of brand communication in India. By combining Marico’s purpose-driven legacy with PHD’s innovation-led strategies, the collaboration aims to create a media ecosystem that is not only impactful but also sustainable and culturally relevant.
In the words of Monaz Todywalla, “Our goal is to bring together the best of strategy, creativity, and data to build brand stories that move people and deliver tangible results.”
As the marketing world watches closely, the PHD–Marico partnership is poised to set new standards in how India’s most trusted brands connect with the consumers of tomorrow — boldly, intelligently, and with purpose.
