AD Agencies
Publicis India launches PDX, appoints Amaresh Godbole CEO
MUMBAI: Publicis Groupe India has pressed refresh on its digital ambitions with the launch of Publicis Digital Experience, or PDX, a new, unified offering designed to help brands win where it matters most today. Think the messy middle of the funnel and everything that happens after the sale.
PDX brings together the Groupe’s digital, technology and experience strengths into one client-led operation, built to solve the growing challenges faced by both CMOs and CIOs. From AI-driven transformation and customer experience to commerce, social, martech and CRM, the idea is simple: fewer silos, sharper outcomes.
At the heart of PDX are three focused solution practices. Social at PDX rethinks how brands show up in feeds and in culture, blending data with cultural intelligence to activate communities, creators and real-world experiences at the pace modern marketing demands.
AI-X at PDX puts artificial intelligence to work across the customer journey, powering agent-led workflows, process transformation and AI-enabled commerce and marketing platforms for both B2B and B2C brands.
CRM at PDX turns attention to the customers brands already have, using first-party data, marketing and data cloud optimisation to drive personalised engagement, cross-selling, upselling and long-term loyalty.
Supporting all three is a central Technology Centre of Excellence, focused on emerging technologies and AI best practice, ensuring speed, consistency and scale across the operation.
PDX also unifies the expertise of Digitas India, Razorfish India and Indigo Consulting into a single, purpose-built organisation. With more than 500 specialists and over 1,000 projects already delivered, Publicis says the new model gives it a clear first-mover advantage in applied AI and agentic workflows.
The new entity will be led by Amaresh Godbole as chief executive officer, alongside his role as chief of AI Experiences and Solutions for Publicis Groupe India.
Publicis Groupe South Asia CEO Anupriya Acharya, said the launch reflects a world where marketing and technology are no longer separate conversations. “PDX re-architects how digital, data, technology and creativity work together. It is built to help marketers accelerate into what comes next.”
Godbole added that clients are done with fragmented services. “They want partners who can turn AI and technology into a real competitive edge across the middle and after funnel. PDX is built precisely for that moment.”
In short, PDX is Publicis Groupe India’s bet on a quieter, smarter kind of scale. Less noise, more impact and a clear eye on the future of growth.
AD Agencies
Havas Media India bags integrated media mandate for Modenik Lifestyle
Agency to steer full-spectrum online and offline campaigns for iconic innerwear brands
MUMBAI: Havas Media India has been appointed as the media agency of record for Modenik Lifestyle, taking charge of both online and offline media strategy, planning, and buying for the popular innerwear and lifestyle brand.
Modenik Lifestyle is home to some of India’s most trusted brands, including Enamor, a leading fashion lingerie label celebrated for its modern designs, and Dixcy Scott, renowned for comfort and mass appeal across generations. Together, these brands reflect Modenik’s vision of delivering aspirational yet accessible lifestyle products to millions of Indians.
Under the new mandate, Havas Media India will oversee end-to-end media across Television, Print, Radio, Cinema, Digital, Out-of-Home, Mobile, and BTL activations. The partnership comes as Modenik accelerates its integrated media presence nationwide, with a special focus on South India where Havas Media has been expanding rapidly.
Modenik Lifestyle Pvt Ltd CEO and executive director Shekhar Tewari said, “We wanted a media partner who truly understands both digital and traditional landscapes. Havas Media India brings a sharp, data-driven approach and strong on-ground execution. We look forward to reaching the right audiences at the right moments and creating something impactful together.”
Havas Media Network India CEO Mohit Joshi added, “Modenik Lifestyle embodies the desire of brands to mean more and consumers to connect deeply. Their iconic products have won the love of generations, and we are thrilled to partner with them to drive desire-led growth across every touchpoint.”
Havas Media India & Havas Play COO Uday Mohan noted, “With brands like Dixcy Scott and Enamor, our goal is to elevate existing equity with seamless, insight-led campaigns. South India is a particularly exciting growth region, and this win reflects the momentum of our teams there.”
The mandate reinforces Havas Media India’s position as one of the fastest-growing media networks in India and strengthens its footprint in South India, a market known for its regional nuances and hyperlocal consumer engagement.
