MUMBAI: A start-up in the space of cosmoceutical and therapeutic beauty treatment, Athena Life Sciences has appointed DDB MudraMax Media as its media agency.

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

Athena Life Sciences is a relatively new organization and hence its association with DDB MudraMax Media becomes crucial since the agency has become the brand's first ever media agency.

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

On appointing DDB MudraMax Media, Athena Life Sciences CEO and MD Prabhu Karthikeyan said that startup dynamics are so different from established businesses – budget constraints, faster changes, narrow focus and 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 startup deserves,” Karthikeyan added.

DDB MudraMax Media associate vice president Navin Kathuria said, “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.”