Air Asia, the Malaysian low-cost airline, has retained Carat Media Services for its media duties and the agency will continue to handle their business in the Indian Sub-continent and Taiwan.
Speaking on the appointment, Kathleen Tan, Regional Head of Commercial at Air Asia, said, “These two market clusters were never included as part of the pitch and this was known right from the beginning to all concerned. The quality of work produced by Carat in the two markets had been outstanding, therefore, we had decided not to put up these markets as part of the pitch.”
Speaking on their retention, Kartik Iyer, MD, Carat India, said, “We are delighted that Air Asia has recognised the value we bring to the media communication for Air Asia in India. We understood that Air Asia had a challenge to face while launching in a complex market like India and had put together a team of our best resources across all areas of specialisation like out of home, digital and activation, apart from traditional media, to manage the brand in the country. We will make all efforts to ensure that Air Asia has a very successful launch across every city they fly to and will strive to establish Air Asia as a young and dynamic brand as its is seen in other South East Asian countries.”
Carat Media Services is part of Aegis Media, which also has Posterscope (OOH), Isobar (digital), Carat Fresh Integrated (activation and BTL) and Vizeum as part of the group in India.
Our typical marketing budget is usually 10 per cent of the topline spend
There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...
The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.
<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...
The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions
Perfumes are invisible and these new ads from Skinn create a story out of this
New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking