Mumbai: OMD, the world’s largest media agency network – part of the Omnicom Media Group, has won the media mandate for SUGAR Cosmetics following a competitive pitch. This partnership between the two brands will see OMD India handle the end-to-end media strategy for the leading cosmetic brand from the agency’s office in Mumbai.

Today's new-age challenger brands need a strategic partner that embraces a future-ready challenger mindset. OMD India's position as an audacious challenger agency in the country enables them to have a deep understanding of the fast-growing beauty space - an aspect that was key to clinching the win. SUGAR Cosmetics and OMD India, both brands led by women leaders, found a common ground of shared values and culture, which also served as a catalyst for this partnership.

With this collaboration, OMD India will provide innovative and forward-leaning solutions that deliver to SUGAR Cosmetics’ business objectives and offer strategic support as it looks to the future with aspirations to scale as a global cosmetic brand.

Speaking of this partnership, OMD India CEO Anisha Iyer said, “We are thrilled to collaborate with such an ambitious brand that resonates with the pulse of new India, especially at a time when it endeavours to become a global force. Our partnership with them will see us bring the right amalgamation of innovation, creativity, empathy, and insights to create valued connections with their customers and build profitable business outcomes.”

SUGAR Cosmetics co-founder and COO Kaushik Mukherjee said, “We are very excited to partner with OMD India to deploy data-rich media strategies that will help us achieve the business goals we have set for ourselves. In today’s dynamic media ecosystem, their intelligent tech stack, agility and expertise will help us drive efficient campaigns to reach audiences across market segments. I look forward to working closely with team OMD India and building SUGAR Cosmetic's existing position as the preferred cosmetics brand for makeup enthusiasts across the nation.”