Arena Media India, part of Havas Media Network India, has been awarded the integrated media mandate for legacy hair care brand Keo Karpin following a competitive multi-agency pitch.
The account will be managed from the agency's Gurugram office under the leadership of Manish Sharma, president, Arena Media India.
As part of the mandate, Arena Media India will lead Keo Karpin's media strategy across traditional and digital platforms. Its remit includes media planning and buying, digital and data-led strategy, audience targeting, and content-commerce integration.
Owned by Dey's Medical Stores, Keo Karpin is a heritage Indian hair oil brand with a legacy spanning more than six decades. Through the partnership, the company aims to strengthen the brand's presence in the increasingly competitive personal care market.
Commenting on the partnership, Gautam Dey, chairman and managing director, Dey's Medical Stores Pvt. Ltd., said, "Keo Karpin is a brand that carries decades of trust and love from Indian consumers. As we embark on the next chapter of the brand's journey, we were looking for a media partner that understands both the heritage of what we represent and the ambition of where we want to go. Arena Media India demonstrated exactly that—a sharp strategic lens, deep consumer understanding, and an integrated approach that gives us confidence. We look forward to building an impactful partnership together."
Mohit Joshi, chief executive officer, Havas Media Network India, said the mandate reflects the network's growing focus on eastern India, which it considers a key growth market. He added that the agency sees an opportunity to build on Keo Karpin's long-standing brand equity while helping expand its relevance and market footprint.
Uday Mohan, chief operating officer, Havas Media and Arena Media India, said, "This is a significant win for us, not only in terms of scale but also in terms of strategic importance. Keo Karpin's mandate requires a thoughtful blend of brand building, consumer engagement, and performance accountability—exactly the kind of challenge where our team excels. We are excited about what this partnership holds for the brand's future."
