MUMBAI: In the high-stakes world of media accounts, loyalty is a rare commodity—but not for Dabur India. According to sources, the FMCG powerhouse has doubled down on its long-standing partnership with Starcom India, keeping the agency on board for its Rs 500 crore media mandate while merging its digital responsibilities under one roof. If this isn’t a power move, what is?

Dabur first appointed Starcom as its media agency back in 2015, taking control away from multiple agencies. Since then, the two have built a formidable partnership, and this latest decision signals unwavering trust in Starcom’s capabilities. Industry sources peg the retained account's value between Rs 450 crore and Rs 500 crore, making it one of the biggest wins in recent advertising history.

Starcom isn’t the only player to have handled Dabur’s digital business. Dentsu X was entrusted with its digital mandate in April 2022, while Digidarts was recently roped in to fine-tune aspects of the company’s online strategy. But with this consolidation, Dabur appears to be streamlining its media operations under a single agency, ensuring tighter control and a sharper strategic focus.

Dabur, a titan in hair care, oral care, healthcare, skincare, home care, and food & beverages, has kept a close eye on its advertising expenses. Its Q3 FY2025 ad spend stood at Rs 226 crore, down 7.9 per cent from the Rs 244 crore spent in the same quarter last year. This marks the second consecutive quarter of muted ad expenditure, following Rs 225 crore spent during the previous festive season in Q2 2025.

Despite a more conservative ad budget, Dabur’s financials remained strong. The company’s net income for Q3 FY2025 saw a 2 per cent rise, reaching Rs 516 crore from Rs 506 crore in the previous year. Meanwhile, operating revenue climbed 3 per cent, hitting Rs 3,355 crore, up from Rs 3,255 crore in the same quarter last year.

With Starcom at the helm, Dabur’s advertising playbook is getting a strategic revamp.