MxMIndia

Tag: Carat India

  • To support in strategizing and planning

    Waaree appoints Carat as media partner

    Carat India has bagged the television media mandate for Waaree Energies Limited, manufacturer of solar PV modules. As per the mandate, Carat will oversee the brand’s television media across India exclusively. They will also support in strategizing and planning other traditional media and buying for print, radio, and digital.

    Said Nilesh Malani, Chief Marketing Officer, Waaree Energies Limited: “Selection of Carat as our media partner is a choice intended to amplify our brand’s impact and to contribute towards promotion of sustainable advancements in India. We have confidence in Carat India’s ability to create imaginative and visually appealing campaigns that will help us connect with our target audience, thereby reinforcing our commitment to expediting the clean energy transition in India and facilitating positive transformations for a more environmentally friendly future.”

    Commenting on the partnership, Anita Kotwani, CEO, Media, South Asia, Dentsu, added: “It is an absolute privilege and honour to join hands with Waaree Energies Limited and contribute to their growth journey in India. This partnership marks a pivotal moment, where our expertise and dedication merge with Waaree Energies Limited’s vision and ambition. Together, we believe that we are poised to achieve milestones and drive growth, emphasizing our commitment to delivering quality in every aspect of our collaboration.”

    Said Sanchayeeta Verma, CEO, Carat India: “Waaree Energies Limited is one of India’s largest manufacturer of solar PV modules and a global player. We believe that it has an important role towards India’s net zero goals. At Carat, we are deeply committed to this as it is a vital priority in Dentsu’s Business to Business to Society B2B2S goals. Moreover, we believe that our expertise will be pivotal in realizing Waaree Energies Limited’s vision: delivering cost-effective sustainable energy solutions across the market. We are extremely delighted to come on board as ‘Partners on Record’ of Waaree Energies Limited.”

  • To oversee a full-funnel media solutions for the brand

    Carat India bags integrated mandate for Meesho

    Carat India has bagged the integrated media mandate for Meesho, the e-commerce marketplace. The account will be serviced from the agency’s Bengaluru office.

    As per the mandate, Carat will oversee a comprehensive suite of integrated and full-funnel media solutions for the brand.

    Commenting on the win, Sanchayeeta Verma, CEO, Carat India said: “Partnering with Meesho is a game-changer, a chance to rewrite the e-commerce playbook for Bharat. Our strategy? A finely tuned team structure meticulously crafted to fuel Meesho’s ascent & growth. Moreover, our industry-leading tools will act as an added advantage to strategize, plan, implement, and measure across the full funnel. It is this unique combination that has enabled us to secure this remarkable and prestigious opportunity.”

    Added Anita Kotwani, CEO, Media, South Asia, Dentsu: “Welcoming Meesho aboard is a thrilling milestone, as we eagerly anticipate steering the company’s mission of democratizing internet commerce in India. Our proposal was more than just compelling; it was a holistic journey, spanning from branding and performance to data-driven analytics and an inventive media & content strategy. We’re confident that our collaboration will not only fuel Meesho’s long-term strategic growth but also drive our own evolution!”

  • Aimed to reach out to and engage with tech-savvy consumers

    Carat India & Intel implement campaign in TIL’s AdTalk

    By Our Staff

     

    Intel, in partnership with Carat India, launched its latest campaign using Times Internet’s AI-led digital advertisement product – Times AdTalk. The campaign aimed to reach out to and engage with tech-savvy consumers while also highlighting Intel’s products and solutions.

     

    Commenting on the campaign, Apurva Jani, Marketing Director, Sales, Marketing & Communications Group, Intel said: “Times AdTalk has proven to be a game-changer for Intel. Our strategic implementation of Times AdTalk, in collaboration with Carat, allowed us to precisely target our audience and engage with them in a conversational manner. The insights gained from user chats were invaluable, significantly shaping our understanding of consumer preferences and behaviours. The success of our campaign with Times AdTalk is a testament to the innovative capabilities of this AI-powered solution. Working closely with Carat, we not only achieved heightened brand visibility but also established meaningful connections with our target audience through personalised conversations.”

     

    Added Sanchayeeta Verma, CEO, Carat India: “At Carat, we played a pivotal role in strategically implementing Times AdTalk for Intel. Our expertise ensured optimal engagement and interaction, as showcased by impressive metrics – Click-Through Rate (CTR) exceeding 1% and Chat-Through Rate (Chat TR) surpassing 10%. This underscores the immense potential for Carat, Intel, and Times Internet to lead in innovative digital marketing solutions.”

     

    Added Puneet Gupt, COO, Times Internet: “Times AdTalk represents a paradigm shift in digital advertising. It transcends traditional approaches by fostering real-time, interactive conversations between brands and consumers. The enthusiastic response from Intel, and Carat, and the promising metrics from the inaugural campaign underscore the immense potential of Times AdTalk in reshaping the future of digital marketing.”

     

     

  • To create new avenues to nudge laptop-buying audiences

    Carat India & Intel partner with 91mobiles

    By Our Staff

     

    Intel, in association with Carat, has partnered with 91mobiles for its new campaign. Titled ‘Intercepting the laptop buyer behavior’, the campaign aimed to enable the brand to dominate the laptop market in 2023. To highlight the benefits of Intel’s diverse portfolio, the campaign approached prospective laptop buyers with a cutting-edge marketing solution entailing an industry-first 3D page and gamer-centric content hub.

     

    Commenting on the campaign, Apurva Jani, Marketing Director, Sales, Marketing & Communications Group, Intel India said: “While the awareness of Intel EVO is strong, our focus this year was to increase consideration in the minds of laptop buyers. We realized the importance of nudging the consumers at the right time in their research and buying journey with the right communication/messaging for Intel EVO laptops. Carat team helped us identify the right partner – 91mobiles to leverage this opportunity through various touchpoints on the platform and smart integrations in an effective manner.”

     

    Added Sanchayeeta Verma, CEO, Carat India: “91mobiles has been a key strategic partner for the last couple of years for Intel. It has been the go-to research site for tech enthusiasts and laptop buyers. This enabled us to intercept these users in their purchase journey and build resonance for Intel EVO laptops with innovative marketing solutions. The results have certainly been quite impressive.”

     

    Said Nitin Mathur, Founder and CEO, 91mobiles: “We are thrilled to be partnering with Carat and Intel to build salience for Intel machines among 91mobiles platform users for the third year in a row. This partnership is a testament to 91mobiles’ ability to target hi-intent and tech-savvy users at scale with custom marketing solutions that set new industry benchmarks.”

     

  • Enables brands to engage with festive consumers

    Carat India launches ‘Festive Landscape 2023′ Report

    By Our Staff

     

    Carat, the media agency from Dentsu India, has launched a festive reckoner, ‘Reimagining India’s Festive Landscape 2023’. The report offers insights into the varied phases of an individual’s journey to becoming a festive consumer.

     

    Said Sanchayeeta Verma, CEO, Carat India: “I am super excited to launch this study. Carat has always been a front-runner in bringing to life some core in-depth industry insights. This festive report further exemplifies our expertise in the domain.  It has been created on the key pillars of our DFP framework and incorporates the learnings from our attention economy and Lumen studies.  The intrinsic details captured in the report will allow brands to develop a renewed sense of purpose, better understand their TG, and tweak strategies to swiftly navigate through their journeys.”

     

    Added Anita Kotwani, CEO Media, South Asia, Dentsu: “Dentsu inherits a futuristic forward-looking approach, finely driven by thought leadership. We take utmost pride in launching this first-of-its-kind festive report, a certain go-to for every marketer. In India, advertisers spend a massive 30-35% of their annual budget during the 45-day festive period. Thus, being distinctive in their media strategy can be a complete festive game changer. The report offers some deeply rooted cultural insights from across geographies to enable brands to creatively customize their media approach and maximize their attentive reach.”

     

  • To 'Redefine Media' growth story of the agency

    Carat appoints Sanchayeeta Verma as CEO India

    By Our Staff

     

    Sanchayeeta Verma
    Sanchayeeta Verma

    Carat India, the media agency from the house of Dentsu, has announced the appointment of Sanchayeeta Verma as Chief Executive Officer (CEO). She will report to Anita Kotwani, CEO Media, South Asia, Dentsu. She will lead new business opportunities, and nurture existing client relationships through operational excellence, becoming a trusted partner for clients. Verma will work in alignment with the network’s global brand proposition, further enhancing the revenue streams in India.

     

    Anita Kotwani
    Anita Kotwani

    Commenting on Verma’s appointment, Anita Kotwani, CEO Media, South Asia, Dentsu said: “The network’s focus on strengthening our media businesses aligns with our global ambition. Getting the best people on board is, therefore, very critical. Sanchayeeta’s ethos and the value systems that drive Carat are inextricably linked. Her varied expertise in consumer research, business planning, and client leadership has kept her abreast of the shifting media landscape. She is also dedicated to lifelong learning and staying ahead of the curve, making her an ideal candidate for this position. Carat has increased its scope over the recent year with notable wins such as Tata Neu, Tata Croma, Hero Vida, Times Pro, and others. Sanchayeeta will accelerate expansion and propel the Carat brand to the forefront of the Indian market.”

     

  • E-sports in India has evolved as a new form of entertainment, notes the Dentsu Gaming Report India 2022

    Game on!

     

     

    By Our Staff

     

    Gaming in India has since, come a long way. In India, the gaming boomed in the 1990s with the adoption of liberalisation, privatisation and globalisation policy and opened its doors the global economy, repots the Dentsu Gaming Report India 2022 released last week. A bigger fillip happened in the Covid pandemic-led lockdown where around 45% of India started playing games, the electronic variety essentially.

     

    Said Anita Kotwani, Chief Executive Officer, Carat India and Lead, Dentsu Gaming: “Gaming’s growing cultural impact, combined with the promise of the metaverse, has generated endless opportunities for advertisers. With the meteoric expansion of e-sports and streaming platforms, gaming has shifted from solitary play to spectator sport. Gaming platforms are now the main avenue for social connections and self-expression. One cannot follow the cookie-cutter approach anymore given the fluidity and dynamism of the industry. Dentsu Gaming offers the minds and tools necessary to create and develop strategies that are relevant to the culture, promote it and graduate the brand to be a cultural icon itself. Dentsu Gaming was created to deliver the tremendous expansion of gaming needs to our clients through creative partnerships, products, and solutions. We bring together enthusiastic, diversified expertise to help brands add incremental value through mutually beneficial relationships with game publishers and partners. Dentsu has access to in-depth gamer audience information via priority data and analytics. Our CCS (Consumer Connection Systems) data platform has been boosted by data fusions of unique bespoke gaming surveys as well as the GWI (Global Web Index) Gaming survey, providing us with advanced gaming audience data from across 24 markets.”

     

    Key highlights of the report:

     

    1. There is a game for everyone. In varying degrees, gaming is consumed across age groups as there is some or the other game available on some or the other device. People can choose their own devices, genre, and platform. The choices are virtually unlimited.

    2. The Covid-19 pandemic has acted as the biggest recruiter in the gaming pool. Around 45% of the Indian population started playing games during this period. Cheaper internet and one’s need to kill time and connect with people were the biggest drivers.

    3. Gaming-related content is on its way to be mainstream content. Gaming-related web series, merchandise, fashion, and music are all indicators of gaming culture making its way into the day-to-day lives of people.

    4. Gamers are not media-isolated. They watch and follow a lot of content on TV as well as Online TV. They spend around 28 hours a week on the medium.

    5. Casual gamers make up the largest cohort in the gaming audience pool. They mostly prefer smartphones as their gaming device. They choose to play puzzles, trivia, 3match, and especially board games like ludo, scrabble, UNO, etc. They are not into spending a lot of money on gaming but are prone to In-App micro transactions to progress their game.

    6. E-sports in India has evolved as a new form of entertainment. The scope for brands to associate with E-sports is massive and the receptivity from the gaming community is also high. Gamers understand that brands & sponsors are vital for the E-sport industry to go big.

    7. AR/VR (Augmented Reality/Virtual Reality) in India is still at a nascent stage. The challenge in the market is due to high cost and lack of exposure & experience. Contrary to smartphone apps made in India, the apps and technology that employ AR&VR are also underdeveloped.

    8. The rapid rise of gaming in India has also affected the Education and Learning industry. A lot of education and coaching centres have now incorporated animation, game development, coding, etc. in their curriculum and offerings. Even the apps and education formats are gamified to engage the students and assist them in learning.

    9. Gamers are passionate about gaming-related stuff but are also quite interested in fashion, fitness, and food.

    10. Gaming as a habit is an expensive hobby. On average, a hardcore gamer spends approximately Rs. 6500 on accessories and peripherals to enhance the gaming experience.

     

  • To manage the omnichannel media services for the learning platform

    Carat India wins mandate for TimesPro

    By Our Staff

     

    Carat, the media agency from Dentsu India, has won the media mandate for TimesPro, EdTech initiative of The Times of India Group. The account was won following a multi-agency pitch and will be serviced from the agency’s Mumbai office. As per the mandate, the agency will manage the omnichannel media services for TimesPro.

     

    Speaking on the win, Anita Kotwani, CEO, Carat India said: “We are pleased to win the media business for TimePro. Carat is committed to creating meaningful end-to-end media solutions through data-driven marketing, and to further accelerating the brand’s growth journey. As a team, we are excited to get this opportunity to work with a brand that is aiding every professional’s career aspiration!”

     

    Gaurav Barjatya, Head Brand Marketing and Communications, TimesPro added: “We are delighted to be working with Carat India. It’s an agency that’s responsive and nimble to the business demands of today, which span a variety of traditional and new age media. We look forward to collaborating with them as we grow and take our H.EdTech offering to millions of learners nationwide.”

     

  • The agency will handle media strategy and buying rights

    Carat India wins Croma mandate

    By Our Staff

     

    Carat has bagged the media mandate for Croma, the retail chain for consumer electronics and durables. As per the mandate, Carat India will oversee the brand’s media planning and buying rights (Traditional + Digital).

     

    Anita Kotwani
    Anita Kotwani

    Commenting on the win, Anita Kotwani, CEO, Carat India said: “We are backed by a consumer understanding proprietary framework, Designing for People (DFP), which is strong & always relevant. It is inspired by design thinking which enables us to help brands with an in-depth understanding of their consumers. 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.”

     

    Shibashish Roy
    Shibashish Roy

    Added Shibashish Roy, Chief Business Officer (eCommerce & Marketing), Croma – Infiniti Retail: “We are expanding our presence in India by strengthening our omnichannel proposition with digital initiatives and aggressive store expansion plans. We look forward to working with Carat India as our media planning partner to further build on the Croma brand.”

     

    The account size is not known.

     

  • To spearhead and deliver integrated media strategy

    Carat appoints Vasim Rakhangi as AVP – Strategy

    By Our Staff

     

    Vasim Rakhangi
    Vasim Rakhangi

    To further strengthen its leadership team, Carat India has appointed Vasim Rakhangi as Associate Vice President – Strategy for North and East.

     

    In his new role, Rakhangi’s core focus will be to spearhead and deliver integrated media strategy to the agency’s existing clients across the regions. He will report into Anita Kotwani, CEO, Carat India.

     

    Commenting on the appointment, Kotwani said: “With his extensive experience and passion, Vasim will help our clients stay ahead of the curve, especially as he helps them demystify the complex digital media landscape. One of his focus areas will be, to translate the disruption of video and the future of measurement to the consumers’ dynamically changing needs and, how the role of data, privacy, and technology impact their business. Vasim’s remit in our North market will encompass Phillips Domestic Appliances, Microsoft, Mastercard, Havells, and the DS Group amongst others, as he also works with our local teams to drive growth for both North and East markets.”

     

  • To focus on new business development across the Southern market

    Carat India appoints Megha Jain as VP – Planning, South

    By Our Staff

     

    Megha Jain
    Megha Jain

    Carat India has appointed Megha Jain as Vice President – Planning, South. She will report into Anita Kotwani, CEO, Carat India.

     

    As per the mandate, Jain will focus on new business development and growth for Carat across the Southern market including Bengaluru and Kochi, while overseeing the agency’s existing clients.

     

    Anita Kotwani
    Anita Kotwani

    Commenting on the appointment, Kotwani said: “The game plan for Carat India is to bring in leaders with integrated skill set that can enhance client relationships. Megha’s focus will be to drive strategic stewardship with our key clients in Bengaluru and other Southern markets. She will also be instrumental in helping us drive growth for the Southern market. Enriched with experience to work with top brands, she will add huge value to our global and local clients. I am thrilled that Megha will be part of the talented team and I believe she will be an asset to the organisation.”

     

  • To spearhead strategic thinking for the agency

    Carat appoints Sayami Podder as AVP – Strategy

    By Our Staff

     

    Carat, the media agency from the house of Dentsu, has appointed Sayami Podder as Associate Vice President (AVP) – Strategy. In her new role, Podderwill be spearheading strategic thinking for the agency. She will also offer insights to the existing agency clients across the West and South regions. She will report to Anita Kotwani, CEO, Carat India.

     

    Commenting on the appointment, Kotwani said: “Talent today is the key differentiator that clients look for. Our core focus is to always ensure that we have the best talent that comes on board and joins the Carat family. Sayami’s diverse expertise across data & analytics, research, communication planning and media strategy, is certainly something that will drive growth for the clients. We see her as the ideal team player to lead Carat’s vision of ‘Designing for People’ in the West & South markets.”

     

    Added Podder: “The consumer journey is no more linear, and the media ecosystem is constantly evolving to accommodate our new age audience. Carat is already known for its strategic thinking and integrated approach. With my expertise in data science and creative thinking, I am looking forward to building an insight-led strategy that will generate incremental and sustainable growth for our clients. I am delighted to begin this new journey under Anita’s dynamic leadership and contribute to Carat’s growth story for India.”