Havas Media Network India has been appointed as the media agency on record (AOR) for leading test preparation institution Aakash Educational Services Limited (AESL), following a multi- agency pitch. The 360-degree media mandate will be jointly handled by PivotRoots, the integrated digital agency and Arena Media, both part of Havas Media Network India.
Under this mandate, the agencies will deliver integrated media solutions to strengthen AESL’s market presence and enhance how it shows up cohesively across platforms.
PivotRoots will lead digital and performance-driven initiatives, including online campaigns, social media, influencer collaborations, and data-driven optimisation to maximise engagement and reach, while Arena Media India, led by Manish Sharma, will focus on traditional and offline channels such as print, television, radio, cinema, and out-of-home.
Mohit Joshi, chief executive officer, Havas Media Network India, said, “Driving the integrated media mandate for a powerhouse like AESL requires both massive scale and highly targeted execution. By combining the expertise of Arena Media and PivotRoots, we are deploying our Converged.AI platform to deliver a comprehensive 360-degree strategy that leverages the full strength of the Havas ecosystem. Our aim is to build a brand that is not just visible, but desired, one that connects with students and parents to drive deeper engagement, faster conversion, sustained loyalty and long-term growth.”
Kanika Kumar Nijhawan, senior vice-president – marketing at Aakash Educational Services Limited, said that expanding their presence across the country required a more integrated communication approach. “At Aakash, we believe success is not built overnight, it requires a structured, long-term, and data-driven approach, whether in competitive exam preparation or brand strategy,” she said. “As we expand our presence across the country, it is critical for us to adopt a more integrated approach to media and communication. Our partnership with Havas Media Network India marks a significant step in this direction, enabling us to build stronger connections with our audiences, while continuing to ensure that every student has a clear pathway to success."
Shibu Shivanandan, founder and CEO, PivotRoots, added: “We are incredibly excited to partner with AESL, a legacy brand that has consistently shaped the future of education in India. In today’s dynamic, digital-first landscape, the discovery and decision-making journeys for students and parents are more interconnected than ever. Together with Arena Media, our focus will be to leverage deep data analytics, performance-driven marketing, and innovative media strategies to build impactful, full-funnel experiences. We look forward to driving measurable growth and further strengthening Aakash’s digital footprint across the country.”
Earlier this month, Havas Media India was appointed the media agency on record for Modenik Lifestyle, which houses brands such as Enamor and Dixcy Scott. Havas Creative India and Arena Media were also appointed as the integrated creative, social and digital media partner for Chinese Wok, consolidating creative and media responsibilities under one roof — a model increasingly favoured by marketers seeking efficiency and clearer accountability metrics.
