Air Asia, a low cost carrier operating in the Asian region, has appointed Carat India as its media buying and planning partner for India. Subsequently, Posterscope would handle the OOH duties, while Isobar network would provide digital inputs for the business.
Malaysia-headquartered Air Asia, which partners Carat in Malaysia, has now extended the relation to Carat India as well. It is understood that the Air Asia communication would commence in South India. Industry sources informed that the account size would be in the vicinity of Rs 15 crore once it went pan India in its communication.
Reacting to the win, Ashish Bhasin, Chairman India & CEO South East Asia, Aegis Media, said, “We are delighted that Air Asia, our client in Malaysia, has entrusted Carat India their entire media responsibilities. All Aegis Media companies in India, that is, Carat, Posterscope and Isobar, will work together to ensure that we provide the best possible integrated media solutions to Air Asia. Air Asia is an extremely exciting client and has been recognised as one of the world’s 50 most innovative companies by Fast Co magazine and we look forward to working with them 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...
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