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Carat Media Services retains Air Asia's business

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | April 29, 2010
Air Asia will be marketed in out of home, digital, activation and traditional media across the country

Carat Media Services will continue to handle Air Asia's media business in the Indian subcontinent and Taiwan.

Kartik Iyer, managing director, Carat India, says, "We are delighted that Air Asia has recognised the value that we bring to the media communication for the brand in India. We understood the complexities faced by the brand while launching in a composite market such as India. So, we gathered a team across all areas of specialisation such as out of home, digital and activation, apart from traditional media, to manage it in the country."

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Iyer adds, "We will ensure that Air Asia has a successful launch across cities in the country. We will strive to establish it as a young and dynamic brand - as it is seen in other Southeast Asian countries."

Kathleen Tan, regional head, commercial, Air Asia, says, "The quality of work produced by Carat in the markets of the Indian subcontinent and Taiwan were outstanding and therefore, it was decided not to put up these markets as a part of the pitch."

Carat Media Services is a part of Aegis Media, which also owns Posterscope (OOH), Isobar (digital), Carat Fresh Integrated (activation and BTL) and Vizeum in India.