HELL Energy Drink appoints dentsu India as integrated marketing partner

HELL Energy Drink has named dentsu India as its integrated marketing partner, consolidating creative, media and public relations under a single mandate. The appointment follows a competitive multi-agency pitch and will be managed by dentsu’s Mumbai office.

Under the mandate, dentsu will deploy its cross-functional capabilities to deliver a unified strategy across creative campaigns, media planning and buying, and PR outreach. The focus will be on strengthening HELL Energy Drink’s brand presence in India, shifting consumer perceptions, and driving engagement across key audiences.

The scope of work also includes content development, influencer collaborations, and market-specific campaigns to ensure consistent messaging and measurable outcomes. dentsu will further support brand campaign execution, always-on digital and social management, and data-led optimisation, backed by integrated reporting frameworks to track both brand and business KPIs.

This expanded mandate builds on HELL Energy Drink’s existing partnership with dentsu network agencies, where Carat has been handling media strategy and planning, Dentsu Creative Isobar has led brand and creative development, and Dentsu Creative PR has managed public relations and reputation.

Commenting on the partnership, Unnikannan Gangadharan, director, HELL-ENERGY, said dentsu stood out during the pitch process for its clear understanding of the brand’s requirements and its structured approach to integrated communications. He added that as the brand scales in India, aligning strategy with execution across functions will be critical to driving its next phase of growth.

Sujeet Behra, president - Carat and chief strategy officer, Media, noted that strong brands are built through effective presence across the media ecosystem. He emphasised that the partnership will focus on data-led media strategy, precision planning, and integrated amplification to create impactful, contextually relevant consumer experiences at scale, while delivering measurable business outcomes.