Marcio has decided to consolidate its advertising business with two agencies. Marico Industries head of marketing Saugata Gupta elaborated, "We wanted a two agency structure which would help give focus to our brands and would also provide critical mass to our agencies in terms of win-win business opportunities."

Gupta stated that Marico has set its sights on fresh advertising and creative inputs while calling the pitch. "We needed disruption in terms of leveraging powerful consumer insights into creative execution, which is why we invited a multi-agency pitch. Given our aspirations for our brands, we saw an ideal fit with what McCann brought to the table."

Ambience Publicis will continue to handle the entire Parachute franchise and Hair and Care brand.