Carat is a media agency from Dentsu India. Carat works with some of the most storied and innovative brands in the world. Most recently, Carat was named a leader amongst global media agencies by Forrester. They have over 12,000 experts in over 100 countries.
Carat has bagged the media mandate for Croma – an Indian retail chain of consumer electronics and durables from the house of Infiniti Retail. The account won following a multi-agency pitch. It will be serviced from the agency’s Mumbai office.
According to the mandate, Carat India will oversee the media planning of the brand and buying rights, which include traditional and digital. The agency will partner with bigger teams at Dentsu India to drive the entire funnel marketing needs of the client, thus bringing a good outcome for the next phase of their exponential growth. They concentrate more on the customers and keep them at the core of their planning and execution.
Anita Kotwani, CEO, Carat India has commented on the success by saying that they are backed by a consumer understanding proprietary framework, Designing for People(DFP), which is strong and relevant. It is inspired by providing importance on the design that enables them to help brands with an in-depth understanding of their consumers.
Anita continued by saying that their single-source consumer-connected system is the major differentiator in the Indian market, and it can drive full-funnel client outcomes. They are showcasing a unified holistic view for the consumers. By doing this, they can stay ahead of the curve in the tools and tech space. This has been a key tenet that helped them clinch the business.
Shibashish Roy, Chief Business Officer – eCommerce & Marketing, Croma – Infiniti Retail, said that they are expanding their presence in India by strengthening their omnichannel proposition with digital initiatives and aggressive store expansion plans. They are looking forward to working with Carat India as their media planning partner to further build on the Croma brand.
Carat delivers an unparalleled capability to unlock real human understanding and it connects people and brands via powerful and engaging media experiences. Carat has 40,000 people on 5 continents, across 24 time zones. They are pioneering and delivering the most effective brand, digital and media communications services.
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