Contracts & Investments
Havas Media India wins integrated media mandate for Modenik Lifestyle
Under the mandate, Havas Media India will take on end-to-end media strategy, planning, and buying across television, print, radio, cinema, digital, out-of-home, mobile, and BTL activations.
Havas Media India, the media agency of Havas Media Network India, has been appointed as the Media Agency on Record for Modenik Lifestyle, one of India’s leading essential wear companies. The agency has won the integrated media mandate, covering both online and offline media responsibilities.
Modenik Lifestyle brings together two well established consumer brands — fashion lingerie brand Enamor and innerwear brand Dixcy Scott. The company also holds the licence for Levi’s Innerwear in India. Together, these brands represent Modenik’s vision of making aspirational lifestyle products accessible to a wide base of Indian consumers across categories and price points.
OOH has been a part of Modenik’s media mix, particularly for Dixcy Scott, which has used large-format outdoor to drive mass reach. Platinum Outdoor executed a large-format Mahakumbh 2025 OOH activation for the men’s innerwear brand. For Enamor, the approach has been more selective. Modenik’s CEO Shekhar Tewari noted in June 2024 that for Enamor, the mix is primarily digital with some television and out-of-home advertising, while for Dixcy Scott, television remains important due to its wide distribution. With a consolidated media mandate now in place, how OOH fits into the planning across both brands will be one to watch.
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