Arena Media Secures Keo Karpin’s Integrated Media Mandate

Arena Media India, part of Havas Media Network India, has won the integrated media mandate for Keo Karpin after a competitive multi-agency pitch. The account win gives the agency responsibility for Keo Karpin’s full-funnel media strategy, covering both traditional and digital channels.

Under the new mandate, Arena Media will handle media planning and buying, audience targeting, data-led optimisation and integrated communication support. The work will be managed from its Gurugram office and is expected to help the legacy hair care brand modernise its outreach while staying relevant in a fast-changing personal care market.

Keo Karpin is one of India’s most familiar hair care brands, and the mandate comes at a time when legacy consumer brands are working harder to refresh their presence across new-age and mass-market audiences. For Arena Media, the win adds another important name to its portfolio and reinforces its ability to deliver unified media solutions across offline and online touchpoints.

The agency’s role will likely include sharper segmentation, more efficient media deployment and stronger consumer engagement across platforms. In a category where brand recall and trust matter, the right media mix can play a major role in maintaining visibility and driving purchase intent.

The account also reflects a wider industry shift toward integrated media planning, where brands want one partner to connect strategy, data, buying and performance. For Keo Karpin, this partnership offers a chance to strengthen its media presence with a more coordinated and measurable approach.