Starcom wins digital mandate of mulitple P&G India brands; account size estimated to be Rs 100 cr

Publicis Groupe India-owned media agency Starcom has won the digital mandate of P&G India, confirmed a source to Storyboard18. The account includes handling digital duties of several brands including Gillette, Olay, Old Spice, Pampers and P&G Shiksha among others. GroupM is the incumbent agency on the business. A source close to the development told Storyboard18, Starcom won the account following a multi-agency pitch that is estimated to be upwards of Rs 100 crore.

The mandate includes digital planning, buying, and activation, for all of Procter & Gamble’s digital-first brands. It also includes search responsibilities for well-known brands including Head & Shoulders, Ariel, Tide, Oral B, and Vicks.

In 2022, Procter & Gamble India announced a commitment to improve the accessibility of its brand advertising for people with sight and hearing impairments. This initiative will include social media content and websites. It aims to achieve this goal by 2024.

Furthermore, P&G also announced that it will sensitise students pursuing advertising and marketing courses on the accurate portrayal and representation of women in advertising. The company said that it will partner with marketing and communication colleges to shape the next generation of marketers and advertisers. Along with this, P&G also reinforced its commitment to continue leveraging the voice of its brands to have conversations that bust myths, break biases and shatter stereotypes.