The new entity means that Mediacom will no longer come under GroupM control in India, with MD Divya Gururaj reporting directly to Balsara.
The development sees planning incumbent Starcom displaced; previously Madison handled buying for P&G India. In a statement, P&G India said that the new account arrangement would become effective on 1 July 2008.
The review for the business included the four P&G roster agencies: Starcom, Mediacom, Carat and Madison.
