MUMBAI: Karishma Initiative has won the media duties of Add Gel Pens.

The account size is pegged at Rs 150-180 million upwards. 81 YOE has been given the mandate of creative duties.

Prior to this, the media duties were handled by Prachar Communications. 
 
"We are happy to be associated with the brand Add Gel pens. We will partner with Add Gel Pens 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," says Karishma Initiative‘s Himanka Das.
 
Add Pens head marketing Deepak Jain says," In the coming year we have aggressive growth plans and we are happy to partner with Karishma Initiative and are looking forward to their expertise in constructing communication solutions to enable our marketing strategies."