The account was won following a multi-agency pitch.
Following a multi-agency pitch stretched over the last few months, Carat India has won the media mandate of the Ministry of Tourism.
Carat will manage the media planning for all mediums including television, print and digital, for all investments of the ministry outside India. This business will be handled from the agency's Gurgaon office. The win comes on the back of the agency's acquisitions of Mondelez, Pfizer, and Columbia Asia accounts recently.
Commenting on the win, Kartik Iyer, managing director, Carat India, says, "We are delighted that the Ministry of Tourism found value in our offering and appointed us to partner them in their endeavour to promote India across the world. We look forward to work with the Ministry together with our global network."
Ritesh Dutt, vice-president, Carat India, adds, "We are elated to be associated with the Ministry of Tourism. This is an opportunity for us to leverage our strengths in consumer insights through our proprietary tool used across all markets. As we move forward, our goal is to create unique benchmarks for our client."
The Ministry of Tourism is one of the largest advertisers from India on global media, with a majority of the investments being in the US and the European markets, and followed by other markets such as Asia and Australia.
Carat is one of the seven global network brands of Dentsu Aegis Network. The other companies in the network are iProspect, Isobar, Posterscope, Vizeum, MKTG, and Amnet.