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Tag: Carat Media

  • Mobile marketing should be more interactive: Media experts

    MUMBAI: In an expanding digital universe, media agencies have to make the organisational shift to tailor to the diverse consumer needs.

    Mindshare, WPP‘s leading media agency, has consciously made this shift as it lives online, offline and on mobile.

    Mindshare‘s Asia Pacific Digital Lead Nick Seckold believes the nature of new age audience demands a new approach to mobile marketing communication. “In the past, advertisers merely wanted a mobile presence but at Mindshare, our mantra is to adapt to consumers‘ needs, making the campaigns memorable and hard-hitting. Here the missing piece to the puzzle is not “why” advertisers should use mobile but “how” they should use.”

    This sentiment is echoed by senior executives of other media agencies. Says Vivaki Exchange CEO Mona Jain, “Mobile marketing can‘t be generalised. There should be different proposition, different ideas and different formats; one should tailor the campaign for different categories. It is very important that mobile marketing campaign should be targeted to relevant audience and should be engaging. Also, the purpose for which the brand wants to use the medium should be solved.”

    The demand for media agency professionals to change their mindsets is growing as mobile is slated to stay on the uptrend. According to Portio Research‘s latest report, there will be 6.5 billion mobile subscribers worldwide by end-2012, while annual handset shipments will reach 2.15 billion by 2016. So as mobile technology continues to evolve and significantly influence culture and the lifestyles of consumers, the impact mobile devices are having on daily life is almost unfathomable.

    Says Seckold, “In an age of ‘always on‘, people are always on the move and are socially connected through their mobiles 24/7. Hence, there is no doubt that mobile represents a growing opportunity for brands, but penetration alone is not the best reason to convince advertisers to use mobile. The engagement portion through seamless, fun and addictive user interface is key to the success of a mobile campaign.”

    Seckold, thus, urges marketers to put themselves in their target audience‘s shoes and truly understand where they live – online, offline and on mobile.

    Carat Media SVP West Himanka Das believes mobile marketing has to be integrated with the digital campaign. Nothing works in isolation. Also, the companies should develop WAP enabled websites and there should be some form of interactivity so that people can give their feedback.

    “In mobile marketing what is being seen is that professionals need to segment the database to get the right audience. That should be done so that the campaign reaches to the relevant audience,” says Das.

    There are examples across the globe reflecting the gains brands have made through mobile application campaigns. Seckold narrates the example of Ford‘s “Drive Smart” mobile application campaign in India to advertise the new Ford Fiesta this January. The application launch was in sync with the Auto expo, providing the car manufacturer a unique platform to catch auto enthusiasts at the expo. While every car manufacturer was distributing freebies in form of physical product catalogues, merchandise, calendars, Ford distributed this utility cum entertainment application to its users at the expo via handy QR code cards.

    “Through social integration (Facebook and check-in), conversations around Ford increased to 2.5 times more than its competitors. An app called “Drive Smart” was developed to engage prospects and customers, with a popular maps feature and traffic updates. The app has had 43,000 downloads and is still counting,” says Seckold.

  • Carat wins Allergan India’s media biz

    MUMBAI: Global technology-driven multi-specialty healthcare company Allergan has appointed Aegis‘ Carat Media Services as its media AOR in India.

    Currently the communication is targeted at the affluent and discerning consumers especially women SEC A, middle-aged 35 years and above through a combination of dailies, magazines and digital strategy Allergan India director sales and marketing Anuja Naik said, “Their innovative approach to media was critical in creating the initial buzz and maintain the desired saliency within the tight budgets.”

    Carat senior vice president -south Joydeep Raha said, “Our thorough understanding of the consumers with respect to their attitudes and aspirational needs was critical in recommending customised media solutions in the context of beauty and fashion. We look forward to partnering with Allergan in their endeavours and will leave no stone unturned to deliver cutting edge Integrated solutions for their unique brands.”

  • Blossom Kochhar appoints Carat Media as media AoR

    MUMBAI: Blossom Kochhar Group of Companies, dealing with aromatherapy-based cosmetics and oils, has appointed Carat Media to handle its media planning and buying duties.

    The Aegis Media agency will provide media communication management exercise to the company and will manage the media responsibilities that include planning, buying and execution.

    The agency plans to deploy mediums like print, digital, OOH and activation.

    Carat Media EVP Vidhu Sagar said, “Carat is extremely proud to be chosen by Blossom Kochhar Group of Companies as their media partner.”

    Blossom Kochhar Group of Companies MD Samantha Kochhar added, “Blossom Kochhar Aroma Magic is increasingly becoming synonymous with natural cosmetics and our track record remains unmatched. We ensure that with our new communication approach, combined with greater market spread, our consumers will get to see the real difference.”

  • Carat Media is media AoR of Embassy of Ireland

    MUMBAI: Embassy of Ireland has appointed Carat Media as its media AoR.

    The agency‘s mandate will be to promote Ireland as a tourist, business and educational destination.

    The account will be handled out of the agency‘s Mumbai office.
    Carat India senior vice-president -West Himanka Das said, “We are delighted to extend our partnership with the Embassy of Ireland in India and look forward to creating a stronger audience pull to visit Ireland as a tourist destination and also to promote business and education through holistic solutions that are media-neutral.”

    Feilim McLaughlin, Ambassador of Ireland to India, explained, “We are impressed by the strategic thinking demonstrated by Carat Media‘s recommendation on differential solutions for the challenging objectives we have targeted.”

  • Koovs.com appoints Carat Bengaluru as media AoR

    MUMBAI: Fashion e-store Koovs.com has appointed Aegis Media‘s Carat Media Services as its media AoR following a multi agency pitch. The agency‘s Bengaluru branch will be handling the account.

    Carat‘s south operations were started three months back and this is the second win for the office since then, the first being Wipro‘s OOH and digital account.

    Koovs.com director Rajesh Kamra said, “We were delighted to see the response we received from Carat on the brief and their huge passion for our business. Their tools and technologies as well as their approach to media completely took us by surprise as they were truly business focused. We are pleased to have them as a partner and are sure that they would contribute significantly to our business growth.”

    Carat Media SVP – south Joydeep Raha added, “Our thorough understanding of the online consumers with respect to their attitudes and aspirational needs was critical in recommending customised media solutions for Koovs as an online lifestyle portal bringing in the best solutions in luxury & lifestyle. We look forward to partnering Koovs in their endeavours and will leave no stone unturned to deliver cutting edge Integrated solutions for the brand.”

    Carat India managing director Kartik Iyer said, “I am delighted to partner with Koovs.com, which is India‘s fastest growing ecommerce site and thank Rajesh Kamra for reposing faith and confidence in our cutting edge media solutions, backed by relevant consumer insights.”

  • Carat Media wins Frette’s media biz

    Carat Media wins Frette’s media biz

    MUMBAI: Carat Media, Aegis Media Group‘s media communication agency has been appointed as the media AoR for luxury Italian linen brand Frette.

    The agency has been appointed to handle the India business of the company and the account will be handled by the agency‘s Mumbai office.

    Frette-India executive director Regency Retail (exclusive franchise) Nivedita Malcolm said, “We were introduced to Carat through our Indian partners and were eager to evaluate their offering in India. Their focus on the business with a clear recommendation on the launch of a premium brand helped us decide in their favour and we are delighted to have them as a partner in the launch of our brand in India. Carat‘s integrated approach is exactly what we were looking for and we look forward to having them partner us in our launch and expansion in India.”

    On winning the account Carat India MD Kartik Iyer added, “We are pleased to have been chosen for this premium launch and look forward to providing focused plans based on an incisive understanding of the Super Luxury consumer in India.”

  • IPG, Omnicom in JV for $1 bn Chevy account

    IPG, Omnicom in JV for $1 bn Chevy account

    MUMBAI: In a first of its kind move, global giants Omnicom and Interpublic Group have entered a 50:50 joint venture to service the global creative account of General Motors‘ brand Chevy.

    The JV, Commonwealth, will be led by a global advisory board of eight members including McCann Worldgroup South Asia president Prasoon Joshi.

    The collaboration is between Omnicom owned Goodby Silverstein & Partners, which was previously Chevy‘s lead agency in the US and IPG’s McCann Erickson, the brand‘s lead agency in India, China and Latin America will be called Commonwealth.

    The size of the account serviced by the JV is $1 billion. Prior to this Chevrolet employed 70 agencies across the globe.

    The account was awarded to the two agencies after a multiagency pitch that started at the end of 2011. The other agencies involved in the pitch include Publicis Groupe and Cheil Worldwide.

    The new business which will be based in Detroit, will develop creative campaigns across all media platforms for Chevrolet.

    Earlier this year GM awarded the global media mandate to Aegis‘ Carat Media.

    The global advisory board will oversee creative initiatives and strategy. Goodby Silverstein & Partners founder Jeff Goodby will serve as creative chairman while other members will include McCann Worldgroup Latin America chairman and chief creative officer Washington Olivetto and McCann New York and London chairman and chief creative officer Linus Karlsson.

     These four creative leaders will work in collaboration on all major creative initiatives and resource allocations. Campaigns will be handled through global hubs, which will operate in Detroit, Milan, Mumbai and Sao Paulo.

    According to the company‘s annual report GM spent $4.47 billion on advertising in 2011 most of which was used to market Chevy. The company said that cutting back on the number of agencies, and streamlining ad production and its media buying process could save the company $2 billion over the next five years.

  • Dentsu Creative Impact bags Tetra Pak creative biz

    Dentsu Creative Impact bags Tetra Pak creative biz

    Mumbai: Dentsu Creative Impact has won the creative duties for food processing and packaging solutions company Tetra Pak. The media mandate continues to be with Carat Media.

    Tetra Pak South Asia Markets communications and environment director Jaideep Gokhale said, “Past communication from Tetra Pak has focused on the key message of how Tetra Pak aseptic technology best protects foods like milk and juices. Our plans are to continue strengthening communication around the Tetra Pak credentials and around our brand promise ‘protects what’s good‘.”

    On the choice of Dentsu Creative Impact Gokhale added, “We were looking at how the communication task could be addressed with a fresh perspective without losing focus of the imperative to remain consistent and true to our brand personality. With our new agency partner Dentsu Creative Impact, we are now in the process of developing our 2012 campaign which will explore communication channels beyond the conventional.”

    Dentsu India Group executive chairman Rohit Ohri said, “The communication opportunity which Tetra Pak offers Dentsu India is very exciting and clearly beyond conventional media. We‘re looking at communication across every touch point in the packaged milk and beverage ecosystem. This communication approach is at the heart of Dentsu‘s offering in India.”

    Tetra Pak India delivers aseptic packaging material and processing, packaging and distribution solutions to the Indian food processing industry. Their customers include leading players, both national and regional, from the private sector as well as the dairy co-operatives.

    Tetra Pak works in close partnership with the food processing industry to promote consumer and key stakeholder awareness on the importance of aseptically processed and packaged foods, and how they provide benefits of food safety, consumer wellness and environment sustainability.

  • Himanka Das joins Carat Media as head of west operations

    Himanka Das joins Carat Media as head of west operations

    MUMBAI: Carat India has appointed Himanka Das as senior vice president west. He will report to Carat India managing director Kartik Iyer.

    Das has an experience of eight years with Lintas Media Group as vice president working across diverse geographies.

    Iyer commented, “I have had the opportunity of working with Himanka in the past when he has proven himself to be a great team leader and we are delighted to have him with us. This, combined with his strong background in strategic planning will be a great asset to Carat Media in India and he will definitely play a pivotal role in this growth phase of Carat.”

    Das said, “I look forward to exciting days at Carat, which is a great brand for any media professional to be associated with, given that it has diversified media offerings to serve the marketer’s business challenges. I look forward to working with Kartik and the team in Mumbai in rapidly growing the business in the region.”

    Himanka is a physics graduate and holds a Masters Degree in Mass Communication Science and has spent 15 years in media, working on brands like Jyothy Laboratories, Union Bank of India, Samsonite Group, Bharat Petroleum, Hamdard, Maruti Udyog Ltd. Bajaj Auto, Tata Mutual Fund, DSP Black Rock Asset Management, Sa Re Ga Ma, Britannia, Coca-Cola India, Unilever, P&G, Agrotech Foods, Birla White and National Dairy Development Board.

  • Carat Media bags Eye-Q media account

    Carat Media bags Eye-Q media account

    MUMBAI: Eye-Q, the chain of super specialty eye hospitals in North India, has awarded its media duties to Carat Media.

    Eye-Q, which is founded and run by a group of former IIM Ahmedabad graduates and eye specialists who set up this business in 2007, said in a statement that it is planning sizeable investments on the media front and a high profile media campaign worth over Rs 150 million is taking shape at Carat Media.

    Eye-Q has 15 hospitals running in North India. The chain plans to set up about 100 such centres in Tier II towns of India over the next four years as its business model is oriented towards offering “best quality, technology-based eye care facilities at reasonable prices in smaller cities and towns of India”. 
     
    Eye-Q said that in order to scale greater heights and to establish itself as the most credible entity in the Indian private eye care market, it has now entrusted its comprehensive media planning and buying duties to Carat Media.

    Carat Media Sr VP Vidhu Sagar said, “Carat is proud to be chosen by Eye-Q as their media partner. We will be partnering Eye-Q in the media communications management exercise holistically – so we will manage the entire set of media responsibilities encompassing planning, buying and execution. And of course, we shall endeavour to do this with the help of all pertinent media platforms – including Print, Digital, OOH as well as Activation.”

    Eye-Q CEO Rajat Goel added that Eye-Q brand is now mature enough to take the next step forward and present itself as a paragon of excellence in the field of eye care. “Eye-Q is increasingly becoming synonymous with advanced eye care at easy prices and our track record remains unmatched. We shall ensure that with our new communications approach which will be combined with greater market spread, our patients and prospects will get to see the real Eye-Q difference.” 
     
    Carat is part of the Aegis Media India Group that also includes Vizeum, Posterscope the global OOH sector leader, Brandscope, Hyperspace (Retail), Carat Fresh Integrated (Activation), PSI (Airports), Doosra (Creative), Isobar, the global communications agency and iProspect, the global leader in search and performance marketing.