DDB Mudra bags media duties of Athena Life Sciences

By afaqs! news bureau , afaqs!, New Delhi | In Media Planning & Buying | March 03, 2015
It will be responsible for planning, buying and implementation.

Athena Life Sciences, a start-up in the space of cosmoceutical and therapeutic beauty treatment, founded in 2014, has appointed DDB MudraMax Media as its first-ever media agency.

The agency will be responsible for all media activities such as planning, buying and implementation.

Prabhu Karthikeyan

Navin Kathuria

For its maiden campaign, the company will focus on building awareness for D'Free, an overnight anti-dandruff lotion.

On appointing DDB MudraMax Media, Prabhu Karthikeyan, CEO & MD, Athena Life Sciences, says, "Start-up dynamics are so different from established businesses - budget constraints, faster changes, narrow focus and so much more. DDB MudraMax Media gave us the comfort of a large planning and buying house, strong FMCG/consumer mindset, and yet brought in the kind of attention, collaborative thinking that a start-up deserves."

Navin Kathuria, associate vice president, DDB MudraMax Media, says, "It is an interesting assignment to deploy our consumer planning and holistic implementation skills, with ideas at the centre of the consumer engagement. We are very delighted to partner with Athena Life Sciences in their journey towards building a cutting-edge Consumer Products Business."

Athena Life Sciences aims to seek out unique opportunities in the nascent OTC, Cosmoceutical & Therapeutic Beauty treatment spaces. The brands and treatments to be launched are formulated with the highest standards of efficacy and dermatological safety.