Carat Media bags Sonear Ply's media mandate

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | April 07, 2011
The brand, earlier known as Donear, is among the significant players in the decorative veneers segment in the country; the account size is estimated to be over Rs 15 crore.

Carat Media has been appointed to handle the media planning and buying duties for Sonear Ply. Sonear, earlier known as Donear, is the flagship brand of Sonear Industries, and is a part of the Jitendra Kejriwal Group operating in the decorative veneers segment.

Confirming the development, Jitendra Kejriwal, chairman and managing director, Sonear Industries, says, "The brand is keen to announce the name change in the marketplace and reassert itself as the leader in the veneers, laminate and ply industry."

The company plans to hike its annual ad spend by 50 per cent, to over Rs 15 crore this year.

Vidhu Sagar, senior vice-president, Carat Media, says about the win, "We are delighted with the confidence reposed in us by the Sonear team. We do look forward to partnering them in building the Sonear brand in India through our integrated communication planning process."

Carat will provide solutions for Sonear across all media forms through its Aegis Media partner agencies - Isobar, Posterscope, Carat Fresh, and iProspect.

Dealing in plywood and laminates for over two decades, Sonear is available across the country in around 1,800 outlets.

The products that the company offers include natural decorative veneer plywood, reconstituted decorative veneer plywood, high-pressure decorative laminates, marine plywood, and fire retardant plywood among others.

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