Arena Media India wins integrated media mandate for Keo Karpin

New Delhi: Arena Media India has oiled its way to a new account. The agency, part of Havas Media Network India, has won the integrated media mandate for heritage hair care brand Keo Karpin following a competitive multi-agency pitch.

The account will be managed from Arena Media India’s Gurugram office under the leadership of Manish Sharma, with the agency overseeing the brand’s media planning and buying across traditional and digital platforms.

As part of the mandate, Arena Media India will handle Keo Karpin’s full-funnel integrated media strategy, including media planning and buying, digital and data-led strategy, audience targeting and content-commerce integration. The objective is to strengthen the brand’s equity and drive consumer re-engagement across markets.

Owned by Dey’s Medical Stores Pvt. Ltd, Keo Karpin has been a familiar name in Indian households for more than six decades. Known for its distinctive fragrance and hair oil formulation, the brand is now looking to refresh its positioning as competition intensifies in the personal care market.

The win also reinforces Havas Media Network India’s focus on expanding its presence in eastern India, which the company described as a strategically important market because of its scale, cultural diversity and consumer potential. The network said the region remains central to its long-term growth strategy under its “Growth, Powered by Desire” philosophy.

Commenting on the partnership, Dey’s Medical Stores Pvt. Ltd chairman and managing director Gautam Dey said the company was looking for a media partner that understood both the brand’s heritage and its future ambitions.

He said Arena Media India demonstrated strong strategic thinking, consumer understanding and an integrated approach that gives the company confidence as Keo Karpin enters its next phase of growth.

Havas Media Network India chief executive officer Mohit Joshi said the mandate was particularly significant because it aligned with the network’s growing focus on eastern India. He added that Keo Karpin’s strong consumer trust and growth potential present an opportunity to build the brand’s next chapter.

Havas Media Network India chief operating officer Uday Mohan said the account requires a balanced approach to brand building, consumer engagement and performance marketing, adding that the agency is well positioned to help accelerate the brand’s future growth.

With Keo Karpin seeking renewed relevance in India’s evolving hair care market, the partnership signals a fresh marketing push that combines the brand’s long-standing legacy with a modern, data-led media strategy.