Modern Marketing

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

By John Glenday | Reporter

December 12, 2019 | 3 min read

Consumer goods giant Reckitt Benckiser has entrusted its Indian media business to Dentsu X, displacing incumbents IPG with effect from 1 January.

Dentsu X

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

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.

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