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Almond Board of California appoints Karishma Initiative as media AOR

05-July-2011
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Almond Board of California appoints Karishma Initiative as media AOR

Karishma Initiative has bagged the media mandate for Almond Board of California following a multi-agency pitch. Adept Media, a Delhi-based agency, continues to be the creative agency on the business.

Confirming the development, Sudarshan Mazumdar, India Program Manager, Almond Board of India, said, “We had invited five agencies to pitch for the media business and post that, we have signed on Karishma Initiative as our media AOR. The decision to sign on Karishma Initiative was based on the media strategy put forth by the agency. It was what we were looking for and also the fact that the agency indicated the buying media efficiency in its presentation.”

Commenting on the win, NP Sathyamurthy, CEO, Karishma Initiative, “Promoting Almond is a very challenging and exciting opportunity, especially given the regional skews, category perceptions and seasonality of consumption. Karishma Initiative team will partner with Almond Board of California and its creative agency in India to deliver superlative and effective consumer engagement solutions. We are very glad about our association.”

It may be noted that in October 2010, the Almond Board of California had roped in Karishma Kapoor to endorse almonds for the festive season. The board, which promotes Californian almonds, undertook a marketing campaign with Kapoor, banking on estimates that 69 per cent of India’s total almond imports come from California. The campaign communicated the health benefits of almonds to consumers. The actress was also engaged in on ground promotions.

Established in 1950, the Almond Board of California’s charge is to promote the best-quality product and increase production of almonds, California’s largest tree crop. The Almond Board of California seeks to expand the domestic and international markets for almonds through generic public relations, advertising, and other marketing activities. It also tracks almond industry statistics and annually publishes the Almond Almanac.

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