Godrej Consumer Products Limited, GCPL, is bringing its international media operations under one agency group as it expands its partnership with WPP Media across seven overseas markets.

The consumer goods company has awarded WPP Media responsibility for media planning and buying in Indonesia, Bangladesh, Sri Lanka, South Africa, Nigeria, Argentina and Chile.

The decision follows a three month global media review that commenced in March 2026. Previously, GCPL managed its media activities in these markets through different agencies appointed at the local level.

Now, the company plans to coordinate those operations through a single global media partner, creating a more unified approach to planning, technology and media investment while maintaining market specific expertise.

GCPL already works with EssenceMediacom, a WPP Media agency, which has handled the company’s media mandate in India since 2025. With the latest expansion, WPP Media will extend that relationship into GCPL’s major international markets.

Lead, Global Media at GCPL, Nithya Ravi, said the consolidation would enable the company to combine the scale of a global network with knowledge of individual markets.

She also pointed to media planning, technology and buying capabilities as increasingly important tools for improving efficiency and supporting growth in the fast moving consumer goods sector.

For WPP Media, the expanded account represents an opportunity to build on its existing GCPL relationship while connecting its international resources with teams operating within the individual markets.

Navin Khemka, President, Client Solutions, WPP Media, South Asia, said the agency would focus on developing more connected marketing solutions that can improve brand relevance and deepen consumer engagement across the different markets.

Meanwhile, Mark Patterson, Global President, Markets and Business Operations at WPP Media, said the agency would support GCPL’s international expansion by combining data, technology and creativity with market level knowledge.

The latest development therefore signals a broader shift in GCPL’s international media strategy. Rather than managing each market through separate agency relationships, the company is moving towards a coordinated model designed to connect its media investments across regions.

However, the consolidation will not eliminate local market input. Instead, GCPL and WPP Media intend to combine global capabilities with local understanding, an approach that recognises the differences in consumer behaviour, media consumption and competitive conditions across the seven markets.

The expanded partnership consequently places greater emphasis on integration, data driven decision making and coordinated media execution as GCPL seeks to strengthen its brands across international markets.