Media Direction and Optimum Media Solutions, which have roots internationally with OMD, lost out in the final pitch with incumbent Lodestar, which had held the account for five years.
Globally, the account is handled by Mediaedge:cia, OMD and Carat, although Carat choose not to take part in the pitch.
Satish Kumar, Henkel India president and managing director, said: "The shift from Lodestar to Mediaedge:cia is primarily due to global alignment."
Mediaedge:cia India managing director Shubha George said: "Mediaedge:cia has a strong relationship with Henkel in many countries across the world. We are happy to progress this into the Asia Pacific region with India."
The range of portfolio includes laundry with Henko and Pril and cosmetics with the Fa franchise, Margo and Schwarzkopf hair colour range.
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This article was first published on brandrepublic.com