Marico Limited , a leading Indian FMCG company, has made a significant move in its media strategy by appointing PHD India, part of Omnicom Media Group, as its Agency of Record for integrated media services. This decision, announced on November 6, 2025, comes after a comprehensive multi-agency pitch process and marks a pivotal step in Marico's journey towards building a future-ready, insight-driven media ecosystem.

Strategic Partnership for Brand Growth

The partnership with PHD India encompasses end-to-end media strategy, planning, and buying for Marico's diverse brand portfolio. This includes well-known names such as Parachute, Saffola, and Nihar, as well as newer additions like Beardo, Just Herbs, and True Elements. The collaboration aims to strengthen Marico's position as a digitally empowered consumer company, focusing on brand-building and consumer engagement across contemporary channels.

Marico's Digital Transformation

Akash Banerji, Executive Vice President & Head of Digital Transformation and Beauty & Styling Digital Business at Marico Limited, emphasized the importance of this partnership in the company's digital evolution:

"As Marico continues to sharpen its focus on innovation and consumer-centricity, our media strategy plays a pivotal role in forging meaningful connections with audiences and translating insights into cultural impact. Modern media planning demands sophisticated approaches to navigate complexity and deliver tangible results."

PHD India's Role and Expertise

PHD India is set to leverage its 'Intelligence.Connected' ethos, combining data, technology, and human insight to create media solutions that drive business impact and cultural relevance. This appointment represents one of the largest FMCG mandates for PHD India, adding to its growing portfolio of notable clients.

Monaz Todywalla, CEO of PHD India, expressed enthusiasm about the partnership:

"Marico has been a household name for generations – inspiring trust, shaping the tastes and experiences of countless Indians, and setting benchmarks for excellence. To partner with a brand of such legacy and ambition is both a privilege and a commitment."

Marico's Market Position and Future Outlook

Marico's strategic move comes at a time of significant growth for the company:

The company's focus on innovation-driven marketing and consumer engagement is evident in its expanded investments in advertising and promotion. This new partnership with PHD India is expected to set new benchmarks for impact and innovation in a rapidly evolving marketing landscape.

As Marico continues to adapt to changing consumer needs and market dynamics, this collaboration with PHD India represents a strategic step towards maintaining category leadership and driving sustained brand momentum in an increasingly digital-first consumer environment.

Marico Chairman Harsh Mariwala recently shared his thoughts on the evolving workplace culture in Indian offices through a LinkedIn post, highlighting a significant shift from traditional hierarchical norms to a more open and collaborative environment.

The 'Sir ji' Era

When Mariwala founded Marico in 1990, the workplace was characterized by:

• A 'Sir ji' culture where formal titles were the norm
• Questioning decisions was often seen as defiance
• Employees primarily listened and executed orders

The New Generation's Impact

Over time, newer generations entering the workforce brought:

• Increased confidence and openness
• Willingness to ask questions and challenge ideas
• Preference for addressing seniors by first names

Mariwala's Perspective

The 74-year-old chairman's views on this cultural shift:

• Initially needed time to adjust
• Now welcomes the change, seeing it as progress rather than disrespect
• Emphasizes that true leadership involves creating environments where people feel:
  • Heard
  • Valued
  • Trusted to challenge ideas

Social Media Engagement

Mariwala's LinkedIn post garnered significant attention:

• Received over 430 comments
• Reactions were mixed:
  • Some praised his progressive mindset
  • Others defended traditional Indian workplace customs

About Marico

Founded by Harsh Mariwala in 1990, Marico has grown to become a leading FMCG company in India, known for popular brands such as:

• Parachute
• Saffola
• Set Wet

This reflection by Mariwala offers valuable insights into the changing dynamics of Indian corporate culture, showcasing how traditional hierarchies are giving way to more open and collaborative work environments. As companies continue to evolve, such perspectives from industry leaders can provide important guidance for both established firms and startups in shaping their organizational cultures.