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OMS bags Nick media biz
MUMBAI: Optimum Media Solutions (OMS), Mudra’s independent media agency, has been appointed as the media planning, buying and implementation agency for Nick India. The incumbent agency was Mediacom.
In a multi-agency pitch OMS Mumbai won the mid size business on the basis of the media strategy and plans presented by the agency. The other agencies that pitched for the account include Rediffusion, TBWA Anthem and Network.
The initial mandate is to promote the flagship program and brand ambassador for the channel SpongeBob SquarePants in the coming festive season. Nick was looking for a new media agency to help promote the channel in the increasingly crowded and highly competitive kids’ genre.
OMS president Chandradeep Mitra said, “We are delighted to partner Nick in this exciting assignment. It is a tough challenge to promote a media brand, especially to promote a TV channel or program using other TV channels. It’s always great to have a media partner as a client, and we now have a clutch of media clients, including HBO, Adlabs Radio and Nick. I believe our strategy for vehicle and program selection, scheduling and budgeting, and above all, negotiating deals across other channels, helped us win this important business. Full credit to the OMS Mumbai team that made this happen!”
According to MTV Networks India director – communications Sandeep Dahiya,, “We are glad to have OMS on board. With their sound strategic approach and the ability to execute ideas, they are well equipped to take Nick’s marketing plans to logical fruition.”
Nick thus joins the roster of a number of other clients handled by OMS, including Reliance ADAG, Paras, HBO, ICI Paints, Dabur, LIC, SBI, HPCL, Air India, Zenith Computers, MTDC, Amway, Grasim, TTK, Sify, Jyothi Laboratories, RmKV Silks, Olympus, Panasonic and Orpat.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
