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Tag: Carat

  • Indian advertising market leads BRIC with 11% growth rate in 2015: Carat

    Indian advertising market leads BRIC with 11% growth rate in 2015: Carat

    MUMBAI: The Indian advertising market is all set to witness a double digit growth rate of 11 per cent in 2015, which is the highest growth rate amongst the BRIC markets. The growth boost came from the ICC Cricket World Cup, which was held earlier in the year. Moreover, in 2016, India is poised to see a growth rate of 12 per cent, according to the Carat Ad Spend Report of September 2015.

    The year 2015 looks buoyant for the Indian advertising market as optimism continues to flood the market with growth prospects remaining high in the country, propelled by the election of a pro-business government in 2014 and the revival in investment.

    Of the other BRIC countries, while the advertising market in both Brazil and China is expected to see a growth rate of six per cent each in 2015, Russia will be an aberration as the economy has been affected by the sharp drop in oil prices and Western sanctions following the annexation of Crimea last year. The Russian advertising market has been severely affected with advertising revenues decreased by 16 per cent in 1H 2015. Carat predicts the total is market forecast to decrease by 14 per cent in 2015, a revision down from the decrease of 7.1 per cent previously forecast in the March 2015 report.

    DIGITAL AND MOBILE FORECAST

    From a regional perspective, Carat confirms on-going positive momentum in 2015 for most regions although volatility occurs in some individual markets, with Western Europe at 2.6 per cent, 4.2 per cent in North America, 4.1 per cent in Asia Pacific and 12.7 per cent in Latin America.

    Despite a slight decline in growth forecasts due to China’s economic downturn, Asia Pacific remains strong in 2015 with an above global spend rate of 4.1 per cent, driven by high-performing India at 11 per cent and growing Australia at 2.4 per cent. 

    The report predicted continued optimism through positive global and regional outlook and solid growth in Digital and Mobile. Based on data received from 59 markets across the Americas, Asia Pacific and EMEA, global advertising spend will grow by four per cent in 2015 to $529 billion, a slight decline from the 4.6 per cent predicted in March 2015. Moreover, in 2016 it is predicted to grow by 4.7 per cent, accounting for an additional $25 billion in spend as per Carat’s latest global advertising expenditure report. 

    Fuelled by the rise of Mobile and Online Video spending trends, the report reconfirms the continued solid growth for Digital media, evident through the upsurge in the predicted share of advertising spend in 2015 of 24.3 per cent and 26.5 per cent in 2016. For 10 of the markets analysed, including the UK, Ireland, Canada and Australia, Digital is now the principle media used based on spend, with the US market predicted to join this list in 2018 when digital advertising spend is forecast to overtake TV advertising by more than $4 billion.

    DIGITAL

    By media, Digital with 15.7 per cent growth in 2015, continues to be the only channel warranting double digital growth and is predicted slightly lower at 14.3 per cent in 2016. This is driven by the high demand for Mobile and Online Video advertising especially across social media, with 51.2 per cent and 22 per cent year-on-year growth expected this year.

    TELEVISION

    Programmatic buying is also experiencing rapid growth at a rate of 20 per cent each year. TV remains both dominant and resilient with a steady 42 per cent market share of global advertising spends in 2015 and is predicted to grow by more than three per cent in 2016, as the upcoming Olympic Games and US elections are expected to drive considerable viewership.

    Thirty eight out of the 59 markets analysed, report TV still as their leading medium, with 17 out of these 37 markets showing that more than 50 per cent of their advertising spend is still placed on TV, including Italy, China and Brazil. 

     

    ONLINE VIDEO

    Online Video is forecast to grow at a rate of 22 per cent this year and a forecast of 19 per cent in 2016, as previously predicted in the March 2015 report. With cross-device measurement tools becoming more robust, and access to premium content increasingly available, greater investments from TV budgets are being allocated into Digital, moving from a ‘channel-first’ mind set to an ‘audience-first’ focused approach. Brands are starting to understand the reach and potential of moving their investment to Online Video as the lines between linear broadcasts and digital increasingly blur. Growth in Online Video will also be fuelled by the rise of programmatic video and more efficient/scalable video production via media partners.

    MOBILE

    Mobile is experiencing the greatest spend growth across all media. The opportunities
    to re-target consumers closer to purchase activity is a big driver. Carat forecasts growth in Mobile spend at 51.2 per cent in 2015, up from the previous prediction of 49.7 per cent in the March 2015 report and a predicted 44.5 per cent in 2016 up from the previous prediction in March 2015 of 41.9 per cent. In the US, Mobile ads targeted to both smartphones and tablets are predicted to capture up to 40 per cent of online display spend by 2019, currently accounting for 24 per cent of digital budgets.

    SOCIAL MEDIA

    Mobile and Online Video are also the key factors for Social Media advertising spend growth. Social Media advertising spend is rising, and moving to mobile and in-app placements. Both Twitter and Facebook report that over 70 per cent of their advertising revenue now comes from mobile, and the vast majority of this is now likely to be in-app rather than through the mobile web.

    NEWSPAPERS

    The age old Newspaper continue to capture the third highest share of total advertising spend, being the second most popular media type in India, and the third most popular for nine of the 13 top spending markets, including the US, Japan and UK. However, the market as a whole continues to fight against a difficult structural trend of spend shifting to digital platforms. As a result, traditional Print spend has been declining every year since 2008. Newspaper share of total advertising spend has been falling by over a percentage point each year, from 23 per cent in 2008 to a predicted 13 per cent in 2015 and 12 per cent in 2016.

    MAGAZINE, CINEMA, RADIO, OOH

    Despite the ongoing decline in Print spend, Carat’s forecasts confirm year-on-year growth for all other media with updated predictions for 2015 highlighting year-on-year growth in Cinema at 4.7 per cent, Radio at 1.3 per cent and Outdoor at 3.4 per cent, with the latter two slightly revised down from March 2015 figures.

    Magazines are forecast to decline by two per cent in 2015 and by 1.9 per cent in 2016. Magazine share of spend is forecast at 6.9 per cent in 2015 and 6.5 per cent in 2016.

    Dentsu Aegis Network CEO Jerry Buhlmann said, “Carat’s latest advertising spend forecast shows optimism balanced with realism during a year of increased volatility in major markets such as Russia and China. Noticeably, the landscape is becoming increasingly complex as previously grouped markets, such as the BRIC economies are now operating differently and economic situations can quickly change markets at pace. Our teams are well positioned to navigate our clients through this multi-faceted marketplace and successfully assimilate new market opportunities at speed.”

    “Digital media continues to achieve outstanding growth as the effectiveness of this medium and results achieved, especially with the millennials, warrants the upsurge in spend levels. As digital rapidly evolves into a more established asset and programmatic and search bring stronger performance and efficiency, we continue to add value to our clients by delivering innovative solutions that are different and better,” he added.

    Carat Global chief strategy officer Sanjay Nazerali said, “The media landscape is more complex and multi-faceted than ever before. The diversity of media, market volatility and the rising impact of geographical events are all influencing advertising spend. For global clients, this means a greater need to be aware of such evolving scenarios, to be agile and able to move spend where it can deliver the greatest return.”

  • Dentsu strengthens presence in West Africa; acquires two agencies in Ghana

    Dentsu strengthens presence in West Africa; acquires two agencies in Ghana

    MUMBAI: In a bid to strengthen its position in West Africa, Dentsu Aegis Network has acquired two Ghana based media agencies namely Adams Media Ghana Limited and Premier Media Company GH Limited.

     

    The acquisition, which will take the form of the purchase by Dentsu Aegis Network of a 59.62 per cent shareholding in Adams Media, with Premier Media as a wholly owned subsidiary of Adams Media, will strengthen the Dentsu Group’s presence in West Africa.

     

    Adams Media was founded in 2009 and Premier Media in 1999, and both companies provide services to a large number of multinational clients. After acquisition of the shareholding by Dentsu Aegis Network, Adams Media will be rebranded Carat, and Premier Media rebranded Vizeum, collectively forming Dentsu Aegis Network Ghana.

     

    Carat and Vizeum are two of the Dentsu Group’s eight global network brands. Both Adams Media and Premier Media have extensive mass media and digital media planning and buying capabilities, and these will be fully utilized in the provision of cutting-edge media solutions by the new entity.

     

    In terms of economic scale, Ghana is second only to Nigeria in West Africa, and the International Monetary Fund has estimated that Ghana will achieve GDP growth of from 3.5 to 9.2 per cent between 2015 and 2020. Together with Media Fuse, the Nigerian company with which Dentsu Aegis Network entered into a joint venture agreement in August 2014, Dentsu Aegis Network Ghana will function as the Group’s hub in West Africa and Central Africa.

  • Dentsu expands India executive council post Ohri’s relocation

    Dentsu expands India executive council post Ohri’s relocation

    MUMBAI: With an aim to drive the group’s business in India, Dentsu Aegis Network has expanded its executive council in the country. The move comes post the recent relocation of Rohit Ohri to Singapore.

     

    The council consists of leaders of all the Network companies and heads of key functions. This will give the network in India an opportunity to offer specialist services to their clients under one umbrella.

     

    Chaired by Dentsu Aegis Network chairman and CEO South Asia Ashish Bhasin, the executive council includes Anand Bhadkamkar (Group Finance), Dimple Maheshwary (HR), Divya Karani (Dentsu Media), Simi Sabhaney (Dentsu Communications), Makato Nakao (Japanese International Clients), Kartik Iyer (Carat), Haresh Nayak (Posterscope), Sidharth Rao (Dentsu Webchutney), Narayan Devanathan (Dentsu Creative Impact), Shamsuddin Jasani (Isobar), Vivek Bhargava (iProspect), Nabendu Bhattacharyya (Milestone Brandcom), Rajiv Dingra (WAT Consult), Umesh Shrikhande (Taproot Dentsu), S. Yesudas (Vizeum) and R. Ravishankar (psLIVE). C.P Arora will be a special invitee.

     

    “I am proud to say that we are the only media and advertising group in India to provide world-class specialist services with such depth under one umbrella,” said Bhasin. 

     

    “We want to offer our clients all the benefits of specialization without the hassles of silos and our unique One P&L structure enables us to do so. Consequently, the Executive Council has the important role of capitalizing on this advantage. Since we have been the fastest growing agency group for two years in a row, we are now amongst the top 3 groups in India. By Dec 2017 we aim to be the top 2, which will be a mandate for this Council,” he added.

     

    The members of the executive council will be encouraged to think beyond their immediate roles for the efficiency of the group’s 1700 personnel across seven cities and 15 companies. 

     

    With specialist companies like Posterscope and Milestone (OOH), Taproot Dentsu (creative), Carat (media) and with nearly 700 personnel across the digital space in SEO, SEM, and social media, the expanded Executive Council will now aim to build on this momentum.

  • Indian ad spends to grow by 11.3% in 2016; digital to lead way: Carat

    Indian ad spends to grow by 11.3% in 2016; digital to lead way: Carat

    MUMBAI: Global media network Carat’s first forecast for worldwide advertising expenditure in 2016 shows that Indian advertising spend is poised to grow by 11.3 per cent in 2016.

    Following the formation of a stable government in 2014 led by Narendra Modi, the economic prospects look bright in India.While Indian advertising spends increased by +8.7 per cent in 2014, as per the agency’s forecast, it is poised to leap by double digits of +11 per cent in 2015.

    Carat’s also released its latest forecasts for 2015 and actual figures for 2014, with all markets ring-fencing digital media spending, even when faced with negative economic headwinds.

    Asia Pacific

    In the Asia Pacific market, advertising spend is forecast to grow by a solid +5.2 per cent in 2015. This has however been revised down from the +5.9 per cent previously forecast in September 2014, with its major market Japan moderating forecasts from +1.7 per cent to +0.9 per cent, alongside a number of other markets including Hong Kong, Taiwan, Malaysia and Vietnam. Growth is expected to pick up pace in 12 out of the 14 markets in 2016 with growth overall of+5.8 per cent in 2016. 

    Based on data received from 59 markets across the Americas, Asia Pacific and EMEA, Carat’s global advertising expenditure forecast showsthat digital media, with a predicted $17.1 billion or +15.7 per cent increase in spend in 2015, is outpacing previous Carat predictions from September 2014. Powered by a dramatic rise in mobile ad spending globally of +50 per cent and online video of +21.1 per cent predicted in 2015, Carat forecasts that digital will, for the first time, account for more than a quarter of all advertising spend in 2016 with a market share of 25.9 per cent.

    From a global perspective, Carat forecasts that in 2015, advertising spend across all media will increase by $23.8 billion to reach $540 billion, accounting for a +4.6 per cent year-on-year increase. Market optimism continues into 2016 with Carat’s first forecast for the year predicting a year-on-year global advertising growth of +5.0 per cent.

    Carat Advertising spend forecast -March 2015

    Digital media spend continues to be the star driver of growth in the global advertising market, with a predicted $17.1 billion increase in spend in 2015 corresponding to a 15.7 per cent year-on-year growth rate, outpacing previous Carat predictions from the September 2014 report.New predictions for 2016 highlight that digital will continue to grow at double-digit levels, at 13.8 per cent, and will account for more than a quarter of all advertising spend globally.

    Trend Highlights from the report:

    ·Digital’s unwavering positive trajectory is being powered by a dramatic rise in mobile, online video, social media and programmatic spending. Carat predicts that in 2015, global mobile spend will increase +50 per cent, and online video will be up +21.6 per cent. US programmatic display advertising spending is predicted to grow +137 per cent to reach $10 billion this year, accounting for 45 per cent of the US digital display ad market.

    ·Digital media spend is being ring-fenced by advertisers even in markets with significant negative economic headwinds.In Central & Eastern Europe for instance, while total advertising spend is predicted to decrease by 2.2 per cent this year, digital media will see a double-digit growth of +12.9 per cent. Digital media is the only media expected to grow in this region this year.

    ·Carat’s first advertising expenditure forecasts for 2016 show elevated confidence in the advertising market, a robust +5 per centgrowth despite a still-recovering economic climate boosted by a year of events- the UEFA European Football Championships, Rio 2016 Olympic Games and US presidential elections.

    ·Global forecasts for 2015 have been revised down from the +5.0 per cent previously forecast in the September 2014 report, to +4.6 per cent. This is due to a reduction in advertising spend predictions in key markets including Russia, Japan and Brazil.

    ·The recovery in Western Europe has driven a second consecutive year of growth in 2015, predicted at +2.8 per cent. This follows a +2.3 per cent increase in advertising spend in the region in 2014. Growth is driven by the UK market, which is predicted to grow strongly by +6.4 per cent, and Spain by +6.8 per cent following the improved economic climate and consumer sentiment there. Greece (+8.0 per cent), Ireland (+5.7 per cent) and Portugal (+9.4 per cent) are also showing relatively high growth rates this year recovering after suffering severely from the global economic recession. Growth of advertising spend in Western Europe in 2016 is forecast to continue at the predicted level for 2015 of +2.8 per cent.

    By media, whilst Digital is the star performer in terms of growth, achieving higher that predicted levels in 2014 of +17.4 per cent and accounting for 21.7 per cent of market share, TV will continue to command the majority of market share for the foreseeable future, reaching 42.7 per cent in 2014, and is predicted to grow by more than +3 per cent year-on-year in 2015 and 2016. The steady decline in Print is expected to continue, however Out-of-Home is now positioned as the second fastest growth media, behind Digital, with a global market share of spend of 7.1 per cent. For the first time, Out-of-Home is predicted to outpace Magazines global share of advertising spend, with Magazines forecast to achieve 6.9 per cent market share in 2015, and with continuing declines for this media, it is predicted to fall behind Radio for the first time in 2016.

    Commenting on the Carat Advertising Expenditure forecasts, Dentsu Aegis Network, CEO Jerry Buhlmann said, “The strength of Digital continues to dominate discussions and the new distribution of spending. With a quarter of the global population now owning and relying on their smartphones daily, they are our second brain in our hands. Mobile dominates the way consumers access information, view content, browse products and purchase goods and this is reflected in the innovative services and approach we are discussing with our clients.

    By media:

    Globally,digital media spend is forecast to increase by $17.1 billion this year to reach 23.9 per cent of total global media spend in 2015.Digital’s growth far outpaces all other media types with a forecast increase of +15.7 per cent in 2015 and +13.8 per cent in 2016.

    Growth in digital spend is high in all regions. The highest in Asia Pacific at +20.1 per cent in 2015, followed by an impressive +16.4 per cent in North America and +16.2 per cent in Latin America. Even in Central & Eastern Europe, which is showing overall sluggish ad market growth, digital spending is predicted to achieve double digit growth this year of +12.9 per cent. In Western Europe growth is in high single digits (+9.8 per cent) this year.

    Mobile spend is notably rising dramatically at +49.7 per cent in 2015 with circa 50 per cent growth in each of the regions – Western Europe, Asia Pacific, North America and double digit growth in Latin America and C&EE. With the rise in smartphone ownership rates and data usage, mobile is playing a huge role in the way consumers access information, view content, browse products and purchase services and goods.

    Carat is seeing a major shift in behaviour with internet usage on mobile devices catching up with PC usage and exceeding it in some markets yet at an investment level, there is still a significant discrepancy with the amount of time spent with mobile media disproportionate to the advertising share mobile attracts.A factor, which is holding back investment in mobile is the difficulty in proving the ROI for more traditional businesses. Much of the early investment in mobile advertising has been amongst pure-play, app economy brands and business for whom there is an easily demonstrable ROI for investing in mobile.

    Mobility is the primary reason behind social’s explosive growth. Facebook and Twitter will continue to be the big winners in the mobile social space. Facebook leads the way in mobile advertising investment with their cost effective solution to advertisers, non-intrusive native advertising experience to audiences, targeting capabilities and selection of ad formats. Twitter is moving up with an increase in spending behind promoted tweets, its Amplify pitches and improvements to its targeting options such as the development of its TV targeting offering. One of its big plays this year is the introduction of Promoted Video for advertisers – a new way for brands to post videos that users can play in their timelines with a single tap.

    Online Video demonstrates continuing strong growth, +21.6 per cent forecast for 2015, with growth partly driven by a shift of investment away from TV. Expectations are particularly high for original content. In the US, nearly half (48 per cent) of online video budgets will go to ’made for digital’ video.

    Display spends including Video and Social is forecast to increase by 15.8 per cent in 2015. However it is ‘Search’ that continues to command the highest share of total Digital spend at 45 per cent, with growth of+12.6 per cent this year and +11.5 per cent in 2016.

    TV continues to command the highest share of spend, 42.2 per cent globally in 2015, remaining popular particularly in Latin America and the Middle East with share of spend above the global average in APAC and C&EE.

    There are indications, however, of TV’s share slowly eroding as it has decreased by 1.2 per cent points over the past five years. Growth was boosted last year by a slew of events with +4.4 per cent growth. TV spend is predicted to increase by +3.6 per cent this year, picking up in 2016 a quadrennial year – to +3.9 per cent.

  • Carat to handle Garuda Polyflex Foods’ media duties

    Carat to handle Garuda Polyflex Foods’ media duties

    MUMBAI: Soon after adding Dixcy Textiles to its client kitty, Carat, the independent media communications specialist from the Dentsu Aegis Network, has added yet another client.

     

    The agency has been roped in to handle the media duties of Garuda Polyflex Foods (GP Foods). Carat won the account in a multi-agency pitch. The agency will handle the account from its Bangalore office. Mudra is the incumbent agency.

     

    GP Foods managing director P.K. Gopalakrishnan said, “When we met the team led by Joydeep, we were very impressed with their professional approach. We were also very impressed with their strategic thinking, which has enabled their client base and the long standing relationship they have with some of the great brands. We are extremely happy to be associated with Carat.”

     

    Carat – South senior VP Joydeep Raha added, “We are delighted and honored to have GP Foods on board. Our thorough understanding of urban consumers with respect to their attitudes and aspirational needs in granularity and through proprietary cutting-edge tools (CCS &CCS Planner) enabled us to provide a customized solution, based on the client brief.”

     

    GP Foods is a joint venture between GarudaFood and Polyflex India. GarudaFood is a $500 million entity that is part of the Tudung Group that deals in agribusiness, food and beverage manufacturing and distribution. 

  • Carat ranked No 1 agency in the 2014 India Business League: R3

    Carat ranked No 1 agency in the 2014 India Business League: R3

    MUMBAI: Carat has been named the number one media agency in India in the 2014 New Business League table, published by R3. Conducted across 14 of the Asia Pacific’s leading media agencies, the New Business League is a market-wise monthly tally of the agencies’ new business acquisitions. In India, the tally was conducted across 17 of the region’s leading media agencies.

    For the record, R3 is a global marketing consultancy, focused on improving the effectiveness and efficiency of marketers and their agencies. Founded in 1972 in the US, and 2002 beyond the US, it works with eight of the world’s top 20 global marketers. Herein, R3’s methodology for New Business League is a compilation of the most recent data supplied by 26 multinational agencies on a monthly basis. The report is balanced against client estimates, Nielsen ADEX (advertising expenditure), discounted to appropriate levels and then converted to revenue estimates.

    Commenting on the announcement, Dentsu Aegis Network south Asia CEO and chairman Ashish Bhasin said, “This is a very proud moment. Carat has been steadily gaining scale in India and I congratulate Kartik and his team for this achievement. New business is the best indicator of the health and vitality of an agency, and this should give us encouragement that Carat is in a good place across the region.”

    Added Carat Media India MD Kartik Iyer, “2014 has been a watershed year for Carat in India. Thanks to the great work by the teams and huge support from our network, we have won quite a few very large and important businesses. With a healthy mix of Local and Global pitches, the wins are a result of some great strategic work by the team and outstanding support from our network. We are absolutely delighted by the response received from our clients on the innovative solutions and strategic thinking we presented to them. We look forward to continuing in the winning ways and a great year ahead.” In India, Carat has added some of the largest accounts of 2014 including General Motors, Microsoft, Nokia, British Airways, Mastercard and Ayurwin to name a few.”

    And it’s not just India where Carat has managed to grab the number one spot in the 2014 New Business League table but has also been named as the number one media agency across the Asia Pacific region. Apart from India, the agency has been adjudged as the number one media agency in Thailand, Korea, Japan, Hong-Kong and Australia.

    Carat, the world’s largest independent media communications specialist, is part of the global operating unit – The Dentsu Aegis Network, which also includes Vizeum, Posterscope, Brandscope, Hyperspace, psLive, PSI, Isobar and iProspect Communicate 2. The network also encapsulates Dentsu and Dentsu Media along with the local brands Webchutney, TaprootIndia and Milestone Brandcom.

    Click here for the entire ranking

  • 9X Jalwa’s treat to media agencies

    9X Jalwa’s treat to media agencies

    MUMBAI: Media agencies usually help clients target consumers for their campaign and are usually never on the receiving end. Trying to bring such an interaction to media agency offices in Mumbai, Delhi and Bengaluru is 9X Jalwa while promoting its new look.

    On 10 June, the channel had donned a new avatar with the tagline ‘Forever Young’, targeting viewers across all age groups who enjoy music that is enduring. The tagline also reflects the Bollywood playlist and music construct on the channel that is perpetual and never grows old.

    According to 9X Media VP marketing Kapil Sharma, consumers have been enjoying the new look on television and so it was high time to target the trade media to create the same amount of buzz. “It is the trade media that get their clients to spend high budgets on our channel. After attracting the consumer media the immediate next step we thought was to target the trade media and highlight this fact across the agencies.”

    Rather than treading the traditional route, it chose to go with fun creative activities in developed by Pure Media. It has created a unique game titled ‘Pic Charades’, which is a fun amalgamation of Pictionary and Dumb Charades using emoticons from instant messaging apps.

    The participating teams will compete with each other to guess the Bollywood songs using these emoticons. The songs featured in these games are from the 9X Jalwa playlist. The team with maximum points wins merchandises.

    Sharma says that through the activation the channel wanted to convey the message that songs remain forever young. “Primarily the songs that we play on Jalwa currently are from the 90s and 2000s. If you like a particular song, no matter how many times you listen to it, it still remains fresh.”

    As emoticons have become a part of everyone’s daily life, the channel thought it right to tap into it. “A lot of times you receive forwards on your personal messenger where you have to guess the name of a song or a movie by using emoticons. We thought this is something that people enjoy and have fun playing it. So why not draw an inspiration and create our campaign revolving around this entire thought,” he highlights.

    Apart from the activities, branding exercises will be done even in Chennai. Different cut outs, standees, posters and tent cards have been put across agencies. Mailers, ads and advertorials are being simultaneously released across trade websites and magazines.

    The engagement goes online as well. If a person misses the chance to participate when the contest is happening in the cafeteria, a tent card is left on the desk of the employee and he/she can email those answers.

    Moreover, the pictures of people participating and people winning prizes will be shared on the 9X Jalwa Facebook page. At present, 9X Jalwa has 126,259 likes on Facebook at the time of penning this article. However its Twitter page needs a push with just 1,280 followers.

    Sharma goes on to say that out of the total budget, 60-70 per cent is spent on the consumer related promotions and 30-40 per cent is spent for trade communications.

  • Carat is the new AoR of British Airways

    Carat is the new AoR of British Airways

    MUMBAI: As part of a global pitch, British Airways, has chosen Carat for its media agency alignment.

     

    British Airways marketing lead in India and S Asia Priti Khurana asserted that the brand is keen to start managing media in a dramatically different manner and Carat was found to be the most promising partner for the job.  “British Airways is the preferred carrier for a large part of the discerning traveler audience from India and we are keen to take the appeal much further. To this end, British Airways has already made sizeable investments on the technology and infrastructure front and now we’d want the message to be driven home, with maximum impact”. 

     

    A high voltage media campaign is also scheduled to go on-air soon and Carat is already working on the plans.

     

    Carat Media executive VP Vidhu Sagar added, “British Airways is a prestigious brand and has always been the preferred choice of the discerning traveler. However with the recent expansion of the franchise to include more mainstream audiences, our media approach is now going to be similarly aligned to connect the brand message with the chosen prospects most effectively. We shall endeavour to do this with the help of all pertinent media platforms – including Television, Print, Digital, OOH as well as Activation, as appropriate.”

     

    Carat India MD Kartik Iyer said “We are absolutely delighted that British Airways has chosen Carat to partner them in this growth phase of their business. British Airways had always led the market in creating iconic brand communication campaigns and we look forward to partnering them in their endeavor to engage with the vast traveling population of India.”