India — Carat, the media agency from dentsu India, has bagged the media mandate for Croma, an Indian retail chain of consumer electronics and durables from the house of Infiniti Retail. The account was won following a multi-agency pitch and will be serviced from the agency’s Mumbai office.
As per the mandate, Carat India will oversee the brand’s media planning and buying rights – including traditional and digital. The agency will also partner with the larger teams at dentsu India to drive the full-funnel marketing needs of the client, further driving outcome-based solutions for the next phase of their exponential growth, keeping customers at the core of its planning and execution.
Commenting on the win, Anita Kotwani, CEO of Carat India, said, “We are backed by a consumer understanding proprietary framework, Designing for People, which is strong and always relevant. It is inspired by design thinking which enables us to help brands with an in-depth understanding of their consumers.”
She adds, “Our single-source consumer-connected system is the key differentiator in the Indian market. It has the ability to drive full-funnel client outcomes. Our ability to stay ahead of the curve in the tools and tech space by showcasing a unified holistic view of the consumers has been a key tenet that helped us clinch the business.”
Meanwhile, Shibashish Roy, chief business officer of ecommerce and marketing for Croma – Infiniti Retail, commented that they are expanding their presence in India by strengthening their omnichannel proposition with digital initiatives and aggressive store expansion plans. Roy adds that they’re looking forward to working with Carat India as their media planning partner to build on the Croma brand further.
