ABT Associates (USAID) has appointed Maxus India as it media AOR. The development comes in the wake of a multi-agency pitch. Maxus’ Gurgaon office has already begun work on the project.
Speaking on the development, Ramesh Navaladi, Chief Operations Officer, ABT Associates India, said, “ABT Associates confirms appointing Maxus as the agency for its media campaign under the Market Based Partnerships for Health project. The media campaign will centre on promoting the ‘Sathiya’, ‘DMPA’ and ‘Sathi Bachpan Ke’ activities in Uttar Pradesh, Jharkhand and Uttarakhand.”
He also said, “Maxus was selected through an open source competition involving several agencies.”
Mausumi Kar, General Manager, Maxus Delhi, elaborated further on the project, and said, “While ‘DMPA’ deals with being a spacing contraception method, ‘Sathiya’ is about customised family planning solutions for young couples. ‘Saathi Bachpan Ke’, as the name suggests, is a programme dealing with diarrhoea management. These projects open our eyes to the harsh realities that the country is battling.”
Kar pointed out the challenge that came in dealing with a target audience that was extremely shy to talk about family planning or was oblivious to how a simple thing as washing hands could save lives. She added, “We at Maxus have developed ourselves to deal with such sensitivities and are proud partners with ABT associates in contributing even if in small measures. Of the recent Maxus wins, one that particularly resonates the ‘Power of One’ for Maxus, is winning the media mandate for ABT Associates.”