GODREJ CONSUMER PRODUCTS CONSOLIDATES GLOBAL MEDIA MANDATE WITH WPP MEDIA

Godrej Consumer Products has appointed WPP Media as its global media agency partner for seven international markets, consolidating operations under one group after a three‑month pitch. EssenceMediacom already manages GCPL’s India mandate. The move aims to combine global scale with local expertise, strengthening brand relevance and consumer engagement across diverse regions.  

Godrej Consumer Products Ltd (GCPL), one of the leading emerging markets FMCG companies, has appointed WPP Media as its global media agency partner for international operations across Indonesia, Bangladesh, Sri Lanka, South Africa, Nigeria, Argentina and Chile. The move consolidates GCPL’s media responsibilities outside India under a single global agency group, following a three‑month pitch process initiated in March 2026.  

EssenceMediacom, part of WPP Media, has been managing GCPL’s media mandate in India since 2025, and this expanded partnership now extends the relationship into seven international markets. Previously, GCPL’s media duties across these regions were handled independently by locally appointed agencies, a fragmented approach that the company has sought to streamline for greater efficiency and consistency.  

Nithya Ravi, lead – global media at GCPL, emphasised the strategic importance of the decision, noting that media is a key driver of growth for FMCG companies. “The right planning, technology and buying capabilities help us improve both efficiency and effectiveness. Bringing our international media operations under a single partner is a best practice, allowing us to combine global capabilities with local market expertise across these regions. We look forward to working with WPP Media to support our brands’ reach across international markets,” she said.  

Navin Khemka, president client solutions, WPP Media South Asia, described the expanded mandate as a reflection of trust and ambition. “We are delighted to expand our partnership with Godrej Consumer Products beyond India into seven international markets. This expanded mandate reflects the trust we have built together and our shared ambition to create enduring brands that resonate with consumers across diverse cultures and contexts. Delivering success across multiple markets requires the right blend of global capabilities and deep local expertise. Together, we look forward to creating connected marketing solutions that strengthen brand relevance, deepen consumer engagement, and support GCPL’s growth ambitions across every market,” he said.  

Mark Paterson, global president, Markets and Business Operations at WPP Media, added that global growth today depends on combining scale with local relevance. “We are excited to support Godrej Consumer Products as they strengthen their presence across key international markets, leveraging the power of data, technology, creativity, and market expertise. This expanded partnership reflects a shared commitment to delivering integrated marketing solutions that drive meaningful business outcomes and long‑term brand growth across regions,” he said.  

The appointment underscores a broader trend in the FMCG sector, where companies are increasingly consolidating media operations to achieve efficiency, consistency and sharper consumer engagement across diverse geographies. For GCPL, the partnership with WPP Media represents a significant step in its international growth journey, ensuring its brands resonate with consumers in both established and emerging markets while maintaining a unified global strategy.