MAM
MEC APAC named most competitive agency in pitches
MUMBAI: MEC, a leading media agency, has been named the most competitive agency in APAC according to the latest annual Compitches Report from the Research Company Evaluating the Media Agency Industry (RECMA).
The 2013 compitches report evaluates the media agencies’ success in winning new business pitches taking into account client budgets, contenders and degree of involvement in global/regional pitches. Not only is MEC Apac ranked best overall performing agency in the region, but the media agency is also awarded A grades for competitiveness in Singapore, Australia and China.
The ranking reflects MEC’s success in retaining key clients following competitive reviews; including Mitsubishi in Australia, as well as winning significant new businesses for the region such as Sony Electronics, Tiger Airways and GE.
MEC Apac CEO Stephen Li said, “The days of just price comparison are gone and clients today are looking for an agency that can help them embrace the digital possibilities of a changing marketplace. This is especially true of the fast growing Apac region. That MEC comes out as the region’s most competitive agency is a testimony to our amazing teams around the region and our ability to deliver genuine growth for our clients.”
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
