Carat gets media buying duties for Jyothy Laboratories, OMS retains planning function

Jyothy Laboratories has appointed Carat Media Services as its media buying AOR (agency of record). It has retained OMS (Optimum Media Solutions) for the planning function.

The buying function for Jyothy Laboratories was earlier handled by a Mumbai based agency, Situations, which continues to handle the group’s creative duties. The development was confirmed by K Raghavendra, head, marketing, Jyothy Laboratories. Industry sources peg the media spend to be around Rs 45 crore.

It is learnt through an informed source that Carat made a presentation on how to best use innovations in media. “Consumers today are empowered enough to decide what media they will respond to,” the source says. “In such a case, a brand needs to innovate both within regular mass-media touch-points as well as in the use of innovative and new media. This is what Carat is believed to have highlighted in its presentation.”

For the record, Jyothy Labaratories’ product portfolio features Ujala Supreme Fabricare Liquid, Ayurvedic soap Jeeva, Maxo Cyclothrin Coils, Maya incense/aroma sticks and Exo Anti-Bacterial Dishwash Bar.

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