Consumer goods giant Reckitt Benckiser has entrusted its Indian media business to Dentsu X, displacing incumbents IPG with effect from 1 January.
Reckitt Benckiser operates a portfolio of household brands including Dettol, Strepsils and Harpic across over 60 international markets, including the subcontinent.
Divya Karani, chief executive officer at Dentsu X, said: “It is an absolute privilege to partner with such a strong, purpose-driven brand. More so, since our values deeply resonate with theirs. We look forward to a productive and enduring partnership with RB.”
Over the summer Reckitt Benckiser appointed former Pepsi chief commercial officer Laxman Narasimhan to serve as its new chief executive officer with a pledge to ‘transform’ the business.