Talk about starting the year with a bang, and Carat Media definitely has reasons to cheer. In fact, three reasons to cheer. The agency has bagged the duties of three new businesses in the first month of 2006 already – Pantaloons Retail Home Solutions, Zicom and VRS Foods, a milk and milk-based products company – adding total billings worth Rs 25 crore.
With the exception of Pantaloons Retail Home Solutions, both Zicom and VRS Foods were multi-agency pitches. The advertising spends of Pantaloons Home Solutions is pegged at Rs 10-12 crore, Zicom is pegged at Rs 11 crore, while VRS Foods is pegged at Rs 4-5 crore.
Confirming the developments, Charles Berley Jenarius, Group CEO, Carat Media, said, “This is a great beginning for the year. These are very interesting categories and these clients are planning to come out with exciting initiatives in 2006. We are looking forward to partnering with them in their endeavours and do some great work for them.”
Speaking on Pantaloons Retail Home Solutions, Pradeep Iyengar, VP, Carat, added, “With the way things had worked out in 2005 and the experience we gathered, we are experts on retail in the country, and by adding Pantaloons Retail Home Solutions to our portfolio, we have taken this a step forward.”
Both Zicom and VRS said that despite speaking to other agencies, the reason they had signed on Carat was the like-minded approach between the clients and the agency. Santonu Choudhury, CEO, Consumer Service Group, Zicom, said, “There were other agencies in the fray, but Carat is one of the best agencies in India. More importantly, our thought process matched very well with theirs – we knew we would be able to do some good work with them.”
He further said, “In 2006, we would be entering the consumer segment. For us this is a new and significantly big step. This would need a certain expertise, and we believe that is what Carat brings to us.”
Speaking on similar lines, Shailesh Arora, VP, Marketing, VRS Foods Ltd, said, “The segment we are in is growing and competition is catching up fast. We are clear on the agenda for 2006 to make a distinct mark in the segment and hence, we turned to professional media help for that. Carat understood what we wanted and where we were headed, and so we decided to assign the business to them.”