Mumbai: Hell Energy Drink has appointed dentsu India as its integrated marketing communications partner in India, entrusting the network with creative, media, and public relations responsibilities.

The mandate was awarded following a multi-agency pitch and will be managed out of dentsu's Mumbai office. As part of the partnership, dentsu will deliver an integrated strategy spanning creative development, media planning and buying, and PR outreach to strengthen HELL ENERGY DRINK's brand presence in India. The scope also includes content creation, influencer collaborations, market-specific campaigns, and always-on digital and social media management, supported by data and analytics-driven optimisation and integrated reporting frameworks to track business and brand KPIs. The mandate builds on the existing collaboration between the two, with Carat leading media strategy and buying, Dentsu Creative Isobar handling brand and creative development, and Dentsu Creative PR overseeing public relations and reputation management.

The expanded remit aims to bring greater cohesion across communication functions and accelerate the brand's growth in India. Unnikannan Gangadharan[/caption] Commenting on the partnership, Unnikannan Gangadharan, Director, Hell-Energy Private Limited, 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[/caption] Sujeet Behra, President - Carat and Chief Strategy Officer, Dentsu Media, added, "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." Since entering the Indian market in 2018, HELL ENERGY DRINK has recorded steady growth, driven by product innovation and expanding distribution across retail and quick commerce platforms. The new mandate is expected to further strengthen its market presence through a unified and strategically integrated communications approach.