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Carat launches Kochi operations with Mosons' personal care brand 'Indulekha'

By afaqs! news bureau , afaqs!, New Delhi | In Media Planning & Buying | December 21, 2012
As part of the new mandate, the agency will devise strategies to promote the Indulekha brand across parts of South India and the Gulf countries.

Carat Media has been roped in by Indulekha, the skin and hair care brand from the Mosons Group, to handle its media mandate. Also, with this fresh win, Carat Media has now extended its footprints to Kochi. Carat's new office in Kochi will be the agency's third office in South India, and the fifth in the country.

Kartik Iyer

Commenting on the win, Kartik Iyer, managing director, Carat, says, "We are looking forward to providing globally proven solutions to clients from this part of India. We are happy that our partnership with Mosons has provided us the platform we required to begin this operation."

As part of the new mandate, the agency will be responsible for strategies to promote the Indulekha brand across parts of South India and the Gulf countries.

"The size of the account is pegged at Rs 30-35 crore for a period of one year," says Joydeep Raha, senior vice-president, South, Carat.

Elaborating on the reason for choosing Carat Media as the brand's AOR, Alex Thomas, brand head, Indulekha notes that the company was impressed with the response of Carat Media to the given brief.

Raha states that the agency aims to maximise awareness about the brand by using the mass media platforms. "Meanwhile, Carat will also take up retail engagement at a later stage through activations, cinema and the digital medium. The personal care segment is a cluttered category and branding is extremely important for it. Therefore, media and retail will play a very important role," he informs.

Established in 2010, Indulekha is currently present in South India and the Gulf countries.

Carat Media is one of the five major brands of Aegis Media. The other brands include Vizeum, Posterscope, Isobar and Iprospect. Carat is present in 82 countries and employs 4,700 people. Some of its major clients include General Motors Co, Diageo and Disney.

Aegis Media helps its clients communicate and build relationships with consumers around their products. It provides services such as digital creative execution, media planning and buying, brand tracking, social media activation, web experiences, mobile applications, digital marketing, near-field communications and marketing analytics. The group has offices across the continents and comprises of a huge workforce.

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