Carat Media is the AOR for Preet Bedi's new venture

By afaqs! news bureau , afaqs!, New Delhi | In Digital | March 26, 2010
While a TV commercial will be released within a month, about 30 per cent of Abmeribaari's annual marketing budget will be routed to digital

AMB Talent Media, a company promoted by Preet Bedi, former chief executive officer of Percept Picture Company, has appointed Carat Media as the media partner for its Abmeribaari brand.

The agency will be responsible for media planning and buying for Abmeribaari, which is the first venture of AMB Media.

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For the uninitiated, Abmeribaari is more or less a talent hunt agency which not only identifies and evaluates, but also nurtures talent for the entertainment industry. Aspirants can visit the website,, to explore work-related briefs; shoot videos, pictures or sound clips, as per the brief; and then upload or submit it on the site as a screen-test or audition. The shortlisted auditions get shared with the talent-seeking companies, with which Abmeribaari has a tie-up.

Abmeribaari plans to spend about Rs 5-10 crore on brand building, Preet Bedi, managing director, AMB Talent Media, says in an official communiqué. As per industry sources, about 30 per cent of Abmeribaari's annual marketing budget may be spent on digital media.

"A multi-media campaign, including TV, digital, radio and on-ground activities will be used to create awareness about Abmeribaari," Vidhu Sagar, senior vice-president, Carat Media tells afaqs!.

A TV commercial will be released within a month and there are plans to form brand associations with various movies and talent shows.

Within digital media, the company plans to use display advertising, search and social media marketing. The digital media planning and buying will be handled by Isobar, the digital media agency of Aegis Media.