Reckitt India has renewed its partnership with WPP Media, expanding the mandate to include e-commerce alongside core media. With Wavemaker leading strategy, planning, and buying, the integrated model strengthens performance across India’s key digital platforms combining long-term brand building with data-driven commerce execution to accelerate sustainable growth.
Why This Matters
India’s FMCG and digital commerce landscape is shifting with:
- E-commerce becoming a material driver of topline growth
- Media and commerce increasingly converging into one funnel
- Brands demanding accountability, not just efficiency
- Growing focus on digital shelf performance and conversion
Integrated media-commerce leadership is now essential.
From Partnership to Performance
The expanded remit enables Reckitt and WPP Media to:
- Align brand strategy with real-time commerce execution
- Drive consistency across awareness, consideration, and purchase
- Apply sharper data rigour to e-commerce decision-making
- Strengthen full-funnel measurement and optimisation
By unifying media and commerce, the partnership delivers scale with precision.
Strategic Takeaways
1. Media + Commerce Is the New Growth Engine
Winning today means building brands and converting demand simultaneously.
2. Accountability Is Redefining Agency Relationships
Growth outcomes matter as much as efficiency metrics.
3. The Digital Shelf Is a Brand Battlefield
Performance at point of purchase now shapes long-term brand equity.
As FMCG brands adapt to platform-led buying journeys, Reckitt’s expanded partnership with WPP Media signals a shift toward connected, outcome-driven marketing models. The focus is clear: sustained brand growth while winning every day at the digital shelf.This isn’t just a renewal.It’s a full-funnel growth strategy.
