MAM
Agency retains India brief, adds e-commerce remit and 21-market Europe expansion
MUMBAI: WPP Media has successfully retained its integrated media mandate for Reckitt India, while significantly expanding the relationship with the addition of the e-commerce media mandate. The renewed partnership builds on an association that began in 2023 and reinforces WPP Media’s position as Reckitt’s long-term strategic partner in India.
Under the refreshed scope, Wavemaker will continue to lead media strategy, planning and buying for Reckitt, while also taking charge of the newly awarded e-commerce mandate. The consolidated remit brings mainline media, digital and commerce under a single integrated operating model, aimed at delivering sharper execution, operational efficiency and measurable business impact across consumer touchpoints.
The partnership has also expanded beyond India. Effective 1 January 2026, WPP Media will manage media planning and buying for Reckitt across 21 European markets, marking a significant step in the company’s global media transformation and deepening WPP Media’s international role within the Reckitt ecosystem.
In India, the enhanced mandate will see WPP Media deploy a dedicated team of commerce specialists embedded within Reckitt’s e-commerce operations. The team will work across the funnel, spanning commerce media strategy, execution, analytics and performance optimisation, with the objective of improving discoverability, consideration and conversion across India’s fast-growing digital and quick-commerce platforms.
Reckitt executive vice president for South Asia Gaurav Jain said the expanded partnership reflects a shift in expectations from media agencies, moving beyond efficiency to accountability for growth. He noted that e-commerce has become increasingly material to the company’s topline and requires sharper rigour and execution at the digital shelf.
WPP Media South Asia president of client solutions Ajay Gupte said the mandate renewal and expansion underline the trust built through consistent delivery. He added that as media and commerce continue to converge, the focus will remain on balancing brand-building with performance, and creativity with data, to drive sustainable growth.
The expanded remit covers Reckitt’s entire Indian portfolio, including brands such as Dettol, Harpic, Durex, Finish, Lysol and Veet, ensuring they remain optimised for performance across both traditional media and India’s rapidly evolving e-commerce ecosystem.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
