Aakash Educational Services Limited (AESL) has awarded its integrated media mandate to PivotRoots and Arena Media, bringing together digital, performance, and traditional media under a 360-degree, data-led media strategy. The partnership aims to scale reach, strengthen digital presence, and drive full-funnel engagement with students and parents across India.
The mandate will leverage data-driven planning, targeted media execution, and integrated campaign strategy, reflecting how education brands are increasingly adopting performance marketing and digital-first media strategies to reach students across multiple platforms during their decision-making journey.
According to Kanika Nijhawan, the brand is focused on a structured, long-term, data-driven approach to both education and marketing strategy. Mohit Joshi added that the mandate will use Converged.AI to deliver targeted, integrated media execution at scale, while Shibu Shivanandan highlighted the importance of connected discovery and decision-making journeys for students and parents in a digital-first landscape.
The education sector is becoming increasingly digital-first and performance-driven, with brands investing in integrated media, data analytics, and full-funnel marketing strategies to drive student acquisition.
Bottom line: The AESL mandate signals a move toward integrated, data-led media strategies, where digital, performance, and traditional media work together to drive measurable enrollment growth and brand visibility.
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