Havas Media India, the media agency of Havas Media Network India, has been appointed media agency on record for Modenik Lifestyle, securing the company’s integrated media mandate across online and offline platforms.
The partnership covers end-to-end media responsibilities, including strategy, planning and buying across television, print, radio, cinema, digital, out-of-home (OOH), mobile and BTL activations. The mandate aims to support Modenik Lifestyle’s plans to build a stronger and more integrated media presence across India as it continues to scale its lifestyle and essential wear portfolio.
Modenik Lifestyle is home to several established consumer brands in the category. Enamor is positioned as a fashion lingerie label known for innovation and design-led products targeted at modern Indian consumers. Dixcy Scott has built a long-standing presence in the innerwear category, focusing on quality, comfort and mass appeal across generations. Together, the brands reflect Modenik Lifestyle’s strategy of delivering aspirational yet accessible lifestyle products to a broad consumer base.
Under the mandate, Havas Media India will manage the full spectrum of media channels, integrating traditional and digital touchpoints to support brand visibility and consumer engagement. The approach is expected to combine data-led planning with cross-channel execution to reach target audiences across multiple platforms and regions.
The win also strengthens the agency’s presence in South India, where its operations have been expanding in recent years. The agency has been investing in regional capabilities, with a focus on vernacular media strategies, regional consumer insights and hyperlocal targeting. The Modenik Lifestyle account adds to the agency’s growing portfolio of brands serviced from the region and reflects the increasing role of regional markets in national media strategies.
Shekhar Tewari said, “At Modenik Lifestyle, we are constantly evolving to meet the aspirations of the modern Indian consumer. As we accelerate our growth journey, we needed a media partner who truly understands both the digital and traditional media landscape. Havas Media India brings exactly that – a sharp, data-driven approach combined with strong on-ground execution capabilities. We are confident this partnership will help us reach the right audiences at the right moments, and we look forward to building something truly impactful together.”
Mohit Joshi said, “At Havas, we believe that real growth is powered by desire – the desire of brands to mean more, and the desire of consumers to connect deeply. Modenik Lifestyle is a brand that embodies exactly this spirit. They have built iconic, loved products across generations of Indian consumers, and now they are ready to take that love to the next level. We are excited to partner with them on this journey and bring our full network’s capabilities to drive meaningful, desire-led growth for the brand.”
Uday Mohan added, “Modenik Lifestyle brings together a powerful portfolio—brands like Dixcy Scott and Enamor have built genuine equity with Indian consumers over the years. Our ambition is to elevate that equity by creating seamless, insight-led experiences across every touchpoint, online and offline, that feel cohesive and drive real conversion. The South is a particularly exciting growth landscape for us right now—our teams there are doing some of the sharpest work in the market, and this win reflects that momentum.”
