Dentsu X marks the spot for Reckitt Benckiser India’s media duties

Dentsu X marks the spot for Reckitt Benckiser India’s media duties

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.

Dentsu X (formerly known as Dentsu Media) is comprised of three specialist agencies; dX-matrix, dX-cubic and dX-palette and is itself a constituent part of Dentsu Aegis Network.

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.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.