Pantaloon’s Rs 35 crore media duties move to Carat Media
Pantaloon Retail, the prominent player of the organised retail sector has decided to move its media duties to Carat Media. The incumbent on the business is Insight. The account size is pegged in the region of Rs 35 – 40 crore
Pantaloon Retail, the prominent player of the organised retail sector has decided to move its media duties to Carat Media. The incumbent on the business is Insight. The account size is pegged in the region of Rs 35 – 40 crore.
A noteworthy aspect of this account movement is that it hasn’t been preceded by any pitch. Sharing more on the reasons that led to the shift, Sanjeev Agrawal, Head, Marketing, Pantaloon Retail expresses, “Carat, on their own initiative did a lot of work in our line of business. They made various presentations to us and shared more on aspects like media RoI etc, which we found very interesting. Finally, they convinced us to partner with them as our AoR.”
As for the agency, they are jubilant with this addition to their client portfolio. Offering a generic view, Charles Berley Jenarius Group CEO, Carat expresses, “In Singapore and Australia, Carat has worked out effective solutions for retail, including sophisticated response modeling. It was this learning which we adapted to the Indian market that helped us winning the clients’ confidence.”
Shripad Kulkarni, CEO, Carat (West & South) adds, “Retail is a very big opportunity and we are looking forward to this challenge, armed with Carat’s global learnings and working as a part of Sanjeev’s team.”
For the record, the creative responsibilities of the brand are divided between Mudra and Percept. Value retailing, Food Bazaar and Big Bazaar are handled by Mudra, while Percept handles lifestyle retail brand, Pantaloons.
Pantaloon Retail India Ltd has emerged as a strong retailer in India with its chain of Pantaloon, Big Bazaar and Food Bazaar stores. Pantaloon Retail has over 13 Pantaloons stores operational across states like Kolkata, Mumbai, Pune, Chennai, Hyderabad, Nagpur, Kanpur, Ahmedabad and Gurgaon.
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