Hell Energy Drink has appointed dentsu as its integrated agency partner in India, covering creative, media and public relations.

The account was won following a multi-agency pitch and will be managed by the agency's Mumbai office.

As part of the mandate, dentsu will leverage its capabilities across creative, media and PR to deliver an integrated strategy spanning creative campaigns, media planning and buying, and PR outreach, amplifying the brand's presence, assisting shift perceptions, and driving engagement across key consumer segments. 

This appointment builds on existing partnership of the brand with Carat leading media strategy, planning and buying, alongside Dentsu Creative Isobar driving brand and creative development, and Dentsu Creative PR leading public relations and reputation management. This partnership aims to further strengthen the brand’s presence and accelerate growth in the Indian market through a unified and strategic approach across communication functions.

Unnikannan Gangadharan, director, Hell Energy, said, “We met some outstanding agencies during the process, but dentsu stood out with its clear understanding of our requirements and a well-defined approach to integrated communications. As we scale our presence in India, it is important for us to have a partner who can align strategy with execution across multiple functions. I look forward to the multi-channel and multiple market approach in line with evolving market dynamics and working together to build the next phase of our growth.”

Sujeet Behra, president - Carat and chief strategy officer, media, said, “Strong brands today are shaped by how effectively they show up across the media ecosystem. By bringing together data-led media strategy, precision planning and integrated amplification across platforms, we aim to deliver high-impact, contextually relevant consumer experiences at scale. Our focus will be on driving effective reach, optimizing attention, and ensuring every exposure contributes to measurable brand and business outcomes for Hell Energy drink in India. We are excited about unlocking new opportunities through this partnership.”