Godrej Consumer expands WPP Media mandate to seven global markets

MUMBAI: GCPL is putting its media house in order, and this time the brief is global. Godrej Consumer Products Ltd. (GCPL) is expanding its relationship with WPP Media beyond India, handing the agency responsibility for media planning and buying across seven international markets.

The expanded mandate covers Indonesia, Bangladesh, Sri Lanka, South Africa, Nigeria, Argentina and Chile, bringing GCPL’s overseas media operations under a single global agency group.

The move follows a three-month global media pitch that began in March 2026. Until now, GCPL’s media operations in these markets were managed independently through locally appointed agencies.

In India, EssenceMediacom, part of WPP Media, has handled GCPL’s media mandate since 2025. The latest expansion now extends the relationship across the company’s key international markets.

For GCPL, the consolidation marks a shift from separately managed media operations towards a more connected global model. The company will retain local market expertise while bringing its international planning, technology and buying capabilities under one agency network.

Nithya Ravi, Lead – Global Media, GCPL, said having one partner across the international markets would help combine global capabilities with local knowledge, while media planning, technology and buying would remain important to driving efficiency and growth for FMCG brands.

The seven markets also give WPP Media a diverse operating landscape to navigate, spanning Southeast Asia, South Asia, Africa and Latin America.

The expanded account builds on WPP Media’s existing GCPL relationship in India and gives the agency a broader role in supporting the consumer goods company’s international ambitions.

Navin Khemka, President, Client Solutions, WPP Media, South Asia, said the partnership would focus on connected marketing solutions designed to strengthen brand relevance and consumer engagement across markets.

Mark Patterson, Global President, Markets and Business Operations, WPP Media, said the agency would bring together data, technology, creativity and local market expertise to support GCPL’s international growth.

The consolidation reflects a wider push by global advertisers to simplify fragmented media operations while retaining the market-specific understanding needed to reach consumers across very different regions.

For GCPL, the latest move effectively turns seven separate overseas media briefs into one broader global relationship with WPP Media giving the agency a much larger seat at the company’s international growth table.