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SIP Abacus awards its creative duties to Mullen Lintas

Mullen Lintas aims to build awareness about the impact Abacus has on a child’s mind, while simultaneously building a strong foothold in the market

SIP Abacus, a skill development programme for children, has recently awarded its creative duties to Mullen Lintas. The account will be handled by the Bangalore office of Mullen Lintas.

The appointment is the outcome of a multi-agency pitch that saw participation from some of the leading agencies of India. The scope entails building the brand via omni-channel advertising and visibility via social media.


The SIP Abacus programme focuses on improving the essential learning skills of children and has a significant positive impact on their mental potential in a sustainable manner. Since its launch in India in 2003, it has benefited over 6.5 lakh children through 750 centres across 350 towns in India, and across 10 countries it operates in. The brand aims to create awareness and build prominence and acceptance among parents.

Dinesh Victor

Dinesh Victor, Founder and Managing Director, SIP Academy India Pvt Ltd., said, “We are confident that our association with Mullen Lintas will help not just raise the awareness of SIP Abacus brand but will let more Indians come to know the power of the Abacus Program.”

Sibi Sekhar

Sibi Sekhar, Director, SIP Academy India Pvt Ltd., added, “We are delighted to have Mullen Lintas on board as our agency and we look forward to their well-known branding and communication expertise to take our flagship brand SIP Abacus closer to children and parents aligning with our powerful vision.”

Mullen Lintas aims to change people’s perception of the Abacus and build awareness about the impact it has on a child’s mind, while simultaneously building a strong foothold in the market.

Hari Krishnan

Hari Krishnan, CEO, Mullen Lintas, said, “SIP Abacus has been quietly brewing a storm in the educational sector over the last 17 years and has helped many children across the country to develop arithmetic and build their concentration skills. We are excited to be given the mandate to craft the brand strategy and point of view for SIP Abacus that will enable more parents and children to embrace the concept of mathematics and emerge successful. The category understanding and creative firepower demonstrated by our team led by our CCO Azazul Haque is what worked the magic for us.”

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