Havas Media Network India has won the integrated media mandate for Aakash Educational Services (AESL) following a multi-agency pitch. The agency has been appointed as the Media Agency on Record (AOR) and has handled the mandate through its network agencies PivotRoots and Arena Media.
The mandate has focused on delivering integrated media solutions to strengthen AESL’s market presence and expand its reach among students. The scope has included a mix of digital, performance, and traditional media strategies aimed at improving visibility and engagement.
AESL has continued to operate as a test preparation institute offering coaching for medical, engineering, and foundation-level examinations. The company has maintained a nationwide presence and has adapted its communication approach to align with a digital-first environment.
PivotRoots has led digital and performance initiatives, including online campaigns, social media, influencer partnerships, and data-led optimisation. Arena Media has handled traditional channels such as print, television, radio, cinema, and out-of-home advertising to ensure consistent messaging across offline platforms.
The collaboration has covered a 360-degree media strategy, combining digital and offline efforts to create a unified communication approach across channels.
“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.” — Kanika Kumar Nijhawan, SVP – Marketing, Aakash Educational Services.
“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.” — Mohit Joshi, Chief Executive Officer, Havas Media Network India.
“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.” — Shibu Shivanandan
