Delhi: Havas Media Network India has been appointed as the Media Agency on Record (AOR) for Aakash Educational Services Limited (AESL) following a multi-agency pitch. The integrated mandate will be handled by PivotRoots and Arena Media, both part of the Havas Media Network.
The mandate will focus on delivering integrated media solutions to strengthen AESL’s market presence and expand its reach among students and parents across India. The strategy will centre on enhancing the brand’s digital footprint while building cohesive communication across platforms through a mix of data, technology, and creativity.
AESL, a leading player in the test preparation segment for medical, engineering and foundation-level examinations, has built a strong nationwide presence over the years. The partnership comes as the company looks to further evolve its brand communication in an increasingly digital-first environment.
As part of the mandate, PivotRoots will lead digital and performance marketing initiatives, including online campaigns, social media, influencer collaborations, and data-led optimisation. Arena Media will drive traditional media efforts across Print, Television, Radio, Cinema and Out-of-Home (OOH), ensuring consistency and scale in offline communication. Together, the agencies will deliver a 360-degree integrated media strategy.
Kanika Kumar Nijhawan, SVP – Marketing, Aakash Educational Services Limited, said, “At Aakash, we believe success is not built overnight, it requires a structured, long-term, and data-driven approach, whether in competitive exam preparation or brand strategy. Our focus has always been on understanding and evolving with the needs of students and parents in a rapidly changing education landscape. As we expand our presence across the country, it is critical for us to adopt a more integrated approach to media and communication. Our partnership with Havas Media Network India marks a significant step in this direction, enabling us to build stronger connections with our audiences, while continuing to ensure that every student has a clear pathway to success.”
Mohit Joshi, Chief Executive Officer, Havas Media Network India, said, “Driving the integrated media mandate for a powerhouse like AESL requires both massive scale and highly targeted execution. By combining the expertise of Arena Media and PivotRoots, we are deploying our Converged.AI platform to deliver a comprehensive 360-degree strategy that leverages the full strength of the Havas ecosystem. Our aim is to build a brand that is not just visible, but desired, one that connects with students and parents to drive deeper engagement, faster conversion, sustained loyalty and long-term growth.”
Shibu Shivanandan, Founder and CEO, PivotRoots, added, “We are incredibly excited to partner with AESL, a legacy brand that has consistently shaped the future of education in India. In today’s dynamic, digital-first landscape, the discovery and decision-making journeys for students and parents are more interconnected than ever. Together with Arena Media, our focus will be to leverage deep data analytics, performance-driven marketing, and innovative media strategies to build impactful, full-funnel experiences. We look forward to driving measurable growth and further strengthening Aakash’s digital footprint across the country.”
