AD Agencies
First Create Behaviour, FCB Ulka’s mantra debuts with Merino mandate
MUMBAI: Merino Group has awarded its brand strategy & creative mandate to FCB Ulka Delhi, following a multi-agency pitch. The mandate involves work for Merino Laminates, Merino Furniture, and their FMCG food brand Vegit. The mandate includes ATL, BTL & digital.
Merino Laminates is a popular brand in the laminate segment and leading manufacturer and exporter of decorative laminates for interiors. Vegit, a subsidiary, features in the Ready-to-Cook category. Merino spokesperson said, “Merino will endeavour to bring resident knowledge of the trade obtained over years, & its application into all facets of Business Activity.”
FCB India group chairman and CEO Rohit Ohri said, “FCB’s new creative mantra – First Create Behaviour, and our new planning protocol – Brand Bedrock, debuted at this pitch. The other debut was that of our new regional leadership team, Debarpita Banerjee (president north & east), Surjo Dutt (national creative director) and John Thangaraj (executive planning director).”
FCB Ulka president north & east Debarpita Banerjee added, “This is an exciting, even though a bit nascent side of the decorative market. This space throws up immense potential and allows fresh thinking, giving us a chance at category creation.”
AD Agencies
Havas Media Network India bags integrated media mandate for Aakash Educational Services Limited
PivotRoots and Arena Media to drive 360° strategy for student outreach
NEW DELHI: Havas Media Network India has secured the integrated media mandate for Aakash Educational Services Limited, following a competitive multi-agency pitch, signalling a fresh push by the education major to sharpen its reach among students nationwide.
The mandate will be jointly handled by PivotRoots and Arena Media, both part of the Havas network. Together, they will roll out a full-spectrum media strategy designed to boost AESL’s visibility across digital and traditional platforms.
At the heart of the partnership lies a simple idea: making the brand not just seen, but sought after. The agencies will blend data, technology and creative storytelling to craft campaigns that resonate with students and parents navigating an increasingly digital-first education landscape.
Aakash Educational Services Limited SVP marketing Kanika Kumar Nijhawan said, “At Aakash, we believe success is built through a structured, long-term and data-driven approach. As we expand across the country, adopting a more integrated approach to media is essential. This partnership marks a significant step towards building stronger connections with our audiences.”
Under the arrangement, PivotRoots will spearhead digital and performance marketing, covering social media, influencer collaborations and data-led optimisation. Meanwhile, Arena Media will focus on traditional channels including print, television, radio, cinema and outdoor advertising, ensuring consistent messaging across touchpoints.
Havas Media Network India chief executive officer Mohit Joshi said, “Delivering for a powerhouse like AESL requires both scale and precision. By combining Arena Media and PivotRoots, we are deploying our Converged.AI platform to create a 360-degree strategy that drives engagement, conversions and long-term growth.”
Echoing the sentiment, PivotRoots founder and chief executive officer Shibu Shivanandan added that the collaboration would focus on building “impactful, full-funnel experiences” powered by deep analytics and performance-led marketing.
With a strong legacy in coaching for medical and engineering entrance exams, AESL is now doubling down on integrated media to stay ahead in a crowded, fast-evolving education market. The partnership with Havas signals a clear intent: to turn visibility into meaningful engagement and, ultimately, student success.
