MAM
DDB MudraMax Media wins media mandate of Athena Life Sciences
MUMBAI: A start-up in the space of cosmoceutical and therapeutic beauty treatment, Athena Life Sciences has appointed DDB MudraMax Media as its media agency.
The agency will be responsible for all media activities viz. planning, buying and implementation.
Athena Life Sciences is a relatively new organization and hence its association with DDB MudraMax Media becomes crucial since the agency has become the brand’s first ever media agency.
For their maiden campaign, the company will focus on building awareness for D’Free, an overnight anti dandruff lotion.
On appointing DDB MudraMax Media, Athena Life Sciences CEO and MD Prabhu Karthikeyan said that startup dynamics are so different from established businesses – budget constraints, faster changes, narrow focus and much more.
“DDB MudraMax Media gave us the comfort of a large planning and buying house, strong FMCG/consumer mindset, and yet brought in the kind of attention, collaborative thinking that a startup deserves,” Karthikeyan added.
DDB MudraMax Media associate vice president Navin Kathuria said, “It is an interesting assignment to deploy our consumer planning and holistic implementation skills, with ideas at the centre of the consumer engagement. We are very delighted to partner with Athena Life Sciences in their journey towards building a cutting edge Consumer Products Business.”
Brands
Samsung certifies 1,000 Maharashtra students in AI and coding
The South Korean electronics giant marks its first large-scale skilling push in the state, with women making up nearly half the national programme’s enrolment
PUNE: Samsung has put 1,000 students in Maharashtra through a certified training programme in artificial intelligence and coding, the largest such drive the South Korean electronics company has run in the state and a signal that corporate India’s skilling ambitions are moving well beyond the boardroom brochure.
The certifications were awarded under Samsung Innovation Campus (SIC), the company’s flagship corporate social responsibility programme, which launched in India in 2022 with the stated aim of democratising access to future-technology education. The 1,000 graduates were drawn from four institutions: 127 from Savitribai Phule Pune University, 373 from Pimpri Chinchwad University, 250 from D.Y. Patil University’s Ramrao Adik Institute of Technology and 250 from Anjuman-I-Islam’s Kalsekar Technical Campus. All completed training in either AI or coding and programming, the two disciplines Samsung has identified as the critical pillars of the digital economy.
The programme does not stop at technical training. Soft-skills development and career-readiness modules are baked into the curriculum, a deliberate attempt to close the gap between what universities teach and what employers actually want.
“India’s digital growth story will ultimately be shaped by the quality of its talent pipeline,” said Shubham Mukherjee, head of CSR and corporate communications at Samsung Southwest Asia. “As technologies like AI move from the periphery to the core of industries, skilling must evolve from basic training to building real-world capability. This milestone in Maharashtra reflects how industry and academia can come together to create a future-ready workforce that is both globally competitive and locally relevant.”
The Maharashtra drive sits within a rapidly scaling national effort. Samsung Innovation Campus trained 20,000 young people across India in 2025, hitting its stated target for the year. Women account for 48 per cent of national enrolments, a figure the company cites as evidence of its push for an inclusive technology ecosystem. The programme is implemented in partnership with the Electronics Sector Skills Council of India and the Telecom Sector Skill Council.
Samsung, which is marking 30 years in India this year, runs SIC alongside two other initiatives, Samsung Solve for Tomorrow and Samsung DOST, as part of a broader effort to build what it calls a generation of innovators with both the technical depth and the problem-solving mindset to thrive in a fast-moving digital world.
A thousand certified students is a tidy headline. Whether they find jobs that match their new skills is the harder question, and the one that will ultimately determine whether corporate skilling programmes like this one are genuine pipelines or well-photographed gestures.
