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Carat Media bags media duties of Scandic Food India

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | June 11, 2010
The account was won in a multi-agency pitch involving four agencies; the account size is pegged at about Rs 10 crore

Carat Media, a part of the Aegis Media Group, has won the media mandate for Scandic Food India, which markets processed food products under the brand name, Sil. Four media agencies were in the race, before Carat was selected.

Scandic Food India, a wholly-owned subsidiary of the Denmark-based Good Food Group A/S, acquired the Sil brand from Marico in March 2008. Subsequently, the company, Scandic Food India, was established with headquarters in Pune.

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The company, which so far focused on scaling up its distribution and extending its footprint pan-India, is now looking at advertising on a large scale, says Ravi Chandra, national sales and marketing manager, Scandic Food India.

The company has earmarked around Rs 10 crore as its annual media spends; and is looking at a 360-degree campaign. Quadrant Communications handles the creative duties of the brand.

On selecting Carat as the media agency, Chandra says that Carat has a deep understanding of the Indian market and media, and has the desired perspective on integrated communications planning.

On the win, Kartik Iyer, managing director, Carat India says, "We are delighted to have been given the opportunity to re-launch Sil and grow the brand in a very competitive food category. We look forward to partnering the client in creative innovative media solutions."

Aegis Media's other arms -- including Posterscope, the OOH unit; Isobar, the digital marketing arm, and Carat Fresh, the media activation unit -- will also be part of the solutions provided to Scandic Food.

Besides juices and jams, the Sil portfolio consists of ketchup, sauces, baked beans and a host of other processed foods.