Carat India bags media duties for Parag Milk Foods

Following a multi-agency pitch, Carat India has bagged the media duties for Parag Milk Foods.

The company plans to spend about 15 crore by the end of December 2010 on various marketing initiatives.

The company has not used the services of a media agency so far, Rahul Akkara, vice president - marketing, Parag Milk Foods tells afaqs!. "Previously, we were not involved in media so actively. It is now that we realise where we need to go in terms of ATL and BTL activities. Therefore, the entire media foray has come into play," he explains.

Bengaluru-based Scion is the creative agency for Parag.

The Maharashtra-based company markets its products under the brand name, Gowardhan. It has recently launched a processed cheese brand, Go cheese.

Akkara says, "Carat's understanding of the category, coupled with their integrated marketing solutions approach, gave us the comfort of working with the team."

Parag Milk Foods plans to expand its foothold in Gujarat, Delhi and North and East India.

The company primarily deals in milk-based, value added products, which comprise 60-65 per cent of total production. The company's product portfolio includes milk and various dairy products, such as milk powder, cheese, ghee, butter, cream, curd and buttermilk. All these products are made from cow's milk.

Carat is an independent media buying and planning agency, and is part of the Aegis Media group. The group also includes Posterscope, the OOH unit; Isobar, its digital marketing arm; and Carat Fresh, the integrated activation unit.