Godrej Consumer Products Ltd. (GCPL) has appointed WPP Media as its global media agency partner across its international markets, including South Africa, Nigeria, Sri Lanka, Bangladesh, Indonesia, Argentina and Chile.
Darling has been owned by Godrej Consumer Products since 2011. Source: Godrej Consumer Products.
Global pitch process
Essence Mediacom, part of GroupM - WPP's media investment group, has already been managing GCPL's media mandate in India since 2025.
The appointment follows a three-month global media pitch process initiated in March 2026 to consolidate GCPL's media operations outside India under a single global agency group. Media responsibilities across these markets were previously managed independently through locally appointed agencies.
Shivam Singal, head of Marketing – Southern Africa, Godrej Consumer Products, said, “Southern African Cone is a diverse region and staying closely connected to local consumers is critical to our success across South Africa, Mozambique & Zambia. Our partnership with WPP Media will enable us to combine GCPL’s global capabilities with deep local market expertise to deliver more effective brand building and support the continued growth of our business on the back committed investments to build categories."
Local excellence
Kagiso Musi, CEO WPP Media SSA, said, "This win is a powerful reminder of what happens when global relationships and local excellence come together. Built on trust and collaboration, this partnership gives us the opportunity to showcase the exceptional quality of strategic thinking and creativity that exists right here in South Africa and across the continent. We are thrilled to partner with a brand so deeply rooted in African culture, beauty and everyday consumer lives. It makes this win particularly meaningful..”
Mark Patterson, global president, Markets and Business Operations at WPP Media, said, "Global growth today is built on the ability to combine scale with local relevance. We are excited to support Godrej Consumer Products as they strengthen their presence across key international markets, leveraging the power of data, technology, creativity, and market expertise. This expanded partnership reflects a shared commitment to delivering integrated marketing solutions that drive meaningful business outcomes and long-term brand growth across regions."
