Close on the heels of bagging the Etisalat Telecom business, Karishma Initiative has added the media duties of ADD Gel Pens, a manufacturer and exporter of writing instruments. The ad spends of the business is pegged at upwards of Rs 15-18 crore. In the past, the media duties of ADD Pens were handled by Prachar Communications Ltd. 81 YOE, a Mumbai-based agency handles the creative mandate for ADD Pens.
Confirming the development, Deepak Jain, Head – Marketing, ADD Gel Pens, said, “In the coming year, we have aggressive growth plans and we are happy to partner with Karishma Initiative. We are looking forward to their expertise in constructing communication solutions to enable our marketing strategies.”
Elated with the win, Himanka Das of Karishma Initiative commented, “We are happy to be associated with the brand ADD Gel Pens. We will partner them in their aggressive expansion plans and ensure efficiencies and effectiveness. It would be exciting to work on simple powerful ideas to engage the youth beyond mass media.”
ADD Pens has a range of roller pens comprising Add Pinxit, Roll Tech, Symphony and the Diamond Roller.