Percept Advertising has won a Rs 40 crore business of Bharti Cellular's pre-paid cash card Magic, its 50:50 joint venture with Carat, Carat-Integra, has won the media buying business of Airtel. By moving the Airtel media business, the Bharti group has consolidated its entire buying business worth Rs 80 crore with Carat-Integra. Chaitra Leo Burnett was handling earlier, Magic account, while Airtel's buying business was part of Rediffusion's media specialist Media Edge.
As a result of these moves, Percept Advertising and Carat-Integra can now boast of having cornered almost the entire advertising business of the Bharti group.
Except for the communication business of Airtel, that continues to be with Rediffusion, Percept handles the advertising for all other Bharti group brands: Magic, Mantraonline, Beetel and Bharti Corporate. The much coveted advertising business of the high-profile Airtel worth Rs 40 crore.