The agency will help the FMCG startup scale its business with data and analytics-driven approach Essence, a global data and measurement-driven media agency which is part of GroupM, today announced that it has been selected as the integrated media agency for personal care brand Mamaearth in India. Managed out of Essence’s Delhi office, the agency will be responsible for media planning and activation for Mamaearth’s brand building and awareness campaigns. Mamaearth was founded in 2016 by husband-wife duo Ghazal and Varun Alagh. “As a digital-first brand, we are constantly connecting with millennials on a product and brand philosophy level. With ever-evolving consumers and the way they consume content, it is important to be present across new age media platforms to be able to speak to them. Our partnership with Essence will help us achieve this goal by identifying the right media mix and expedite the next phase of our growth journey,” said Varun Alagh, Co-Founder and CEO, Mamaearth.