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. We are happy to partner with Karishma Initiative and are looking forward to their expertise in constructing communication solutions to enable our marketing strategies."
Himanka Das of Karishma Initiative said, "We will partner with Add Gel pens in their aggressive expansion plans and ensure efficiencies and effectiveness. It would be exciting to work on simple powerful ideas to engage the youth beyond mass media."