MAM
WPP Media wins DAAWAT media mandate from LT Foods in India
Agency to handle strategy, planning, buying and activation for LT Foods’ flagship brand
MUMBAI: The media mix is getting a little more flavourful. WPP Media has been appointed as the integrated media partner for LT Foods Limited’s flagship rice brand DAAWAT in India, taking on the brand’s end-to-end media mandate.
Under the partnership, WPP Media will manage strategy, planning, buying and activation, bringing its audience intelligence, AI-powered planning capabilities, data and technology solutions into DAAWAT’s media operations.
The mandate comes as LT Foods looks to strengthen DAAWAT’s position in India’s competitive packaged foods market. The company has a presence across more than 85 countries and is looking to deepen consumer engagement in India through a more integrated approach to media.
For DAAWAT, the shift comes at a time when packaged food brands are increasingly competing not just for shelf space but for attention across a fragmented media landscape. WPP Media will use data and audience insights to connect media activity across platforms and focus on measurable business outcomes.
Ritesh Sud, Chief Marketing Officer, India & Far East, LT Foods Limited, said stronger consumer connections remain a strategic priority as the company pursues its growth ambitions in India. He added that WPP Media’s integrated capabilities and audience-first approach made it the right partner for building a future-ready media ecosystem.
Priti Murthy, President, Client Solutions, WPP Media South Asia, said marketing is increasingly moving towards connected experiences powered by data, technology and audience insights. She said the partnership would combine strategic planning, AI-driven capabilities and precision media execution to strengthen consumer relationships and deliver business impact.
The win also adds to WPP Media’s presence in the FMCG sector, where marketers are increasingly looking for media partners that can bring planning, data, technology and activation under one roof.
For LT Foods, the mandate puts DAAWAT’s media strategy on a more integrated track; for WPP Media, it adds another FMCG brand to its portfolio as advertisers look to make every impression work harder across India’s increasingly fragmented media ecosystem.
