HELL ENERGY DRINK has appointed dentsu India as its integrated marketing communications partner for 2026 following a multi-agency pitch. The mandate, to be managed from dentsu’s Mumbai office, spans creative, media, and public relations as the energy drink brand looks to strengthen its footprint in India.
Under the partnership, dentsu will oversee the brand’s end-to-end communication strategy across creative campaigns, media planning and buying, public relations, influencer marketing, and market-specific activations. The agency will also manage always-on digital and social media, content creation, data-led optimisation, and integrated reporting to measure both brand and business performance.
The win further expands dentsu’s relationship with HELL ENERGY DRINK. Carat will continue to handle media strategy, planning and buying, while Dentsu Creative Isobar will lead brand and creative duties and Dentsu Creative PR will manage reputation and communications.
With a sharper focus on integrated storytelling and multi-market execution, the brand aims to drive stronger consumer engagement, improve brand perception, and build relevance across key audience segments in India.
Unnikannan Gangadharan, Director, HELL-ENERGY PRIVATE LIMITED, said dentsu stood out for its clear understanding of the brand’s needs and its ability to deliver a unified approach across communication disciplines.
Sujeet Behra, President – Carat and Chief Strategy Officer, Media, added that the partnership will focus on combining data-led media planning with integrated amplification to create meaningful consumer experiences and measurable business impact for HELL ENERGY DRINK in India.