MUMBAI: Triton Communications has won the creative duties of Add Pens after a multi-agency pitch.

The account will be handled out of the creative agency‘s Mumbai branch.

Law & Kenneth was the incumbent agency.
 
Add Gel CEO Deepak Jain said, "We were looking for a communication partner who understood our needs and was able to create distinct and relevant communication, we liked the understanding exhibited by Triton and the ideas presented by them and decided to go with them."

Triton Communications MD Ali Merchant said, "Add GEL is a leader in pens and a prestigious brand for us. We are proud to be partnering it." 
 
Triton Communications national creative director Renton D‘sousa added, "We look forward to ‘adding‘ a strong idea to Add Gel and subtracting competition from the category."

Having achieved the leadership in Gel technology, Add enjoys a reputation for innovation in writing products.