Carat Media from the Aegis Group has been assigned the media duties for the Microsoft business in India, as confirmed by industry sources. Lodestar UM is the incumbent agency on the account. The account size is estimated at around Rs 175 crore in India, as per industry sources. Carat Media will be handling all media duties, including online and offline.
It may be recalled that in May this year, Microsoft had globally announced its agency roster and concluded the global agency pitch that was initiated in January 2014. A statement issued by Microsoft globally announcing the agencies on roster stated, “Interpublic Group (IPG) will be the agency of record for advertising and global deployment, while Dentsu Aegis will handle media planning, media buying and search advertising”.
“As we do every year, especially as the new fiscal year begins, we look for ways to be more efficient and adjust for the new priorities of the coming year. After the acquisition of Nokia’s devices and services business, we have consolidated its media work into our single ‘One Microsoft’ umbrella,” said a Microsoft spokesperson on the development.
In India, Microsoft is said to have been looking for a new media agency partner for the past two months.
Microsoft’s global spends are estimated to exceed $1 billion annually.
Meanwhile, Carat Media also won business for British Airways as part of a global pitch.
More recently, the agency also bagged the media AOR for General Motors in India.