Karishma Initiative wins Add Gel's media mandate

Karishma Initiative has bagged the media duties of Add Gel pens, a manufacturer and exporter of writing instruments.  The company earmarked ad spends in the region of Rs 15-18 crores. Previously, media duties were handled by Prachar Communications. 81 YOE is the creative agency on the account. Deepak Jain, head – marketing, Add Gel pens said, "In the coming year, we have aggressive growth plans.