PVR Cinemas appoints Carat India as its media agency

Close on the heels of their recent wins of Tetra Pak and Spire Edge, Carat India has now been appointed by PVR Cinemas, one of the largest players in the cinema multiplex and entertainment arena, as their media agency on record. Lintas Media is the incumbent agency.

The account size is estimated to be Rs 5 crore. PVR Cinemas did not call for a pitch.

“There are three roles I expect a media agency to fulfill: Planning; buying; and third and possibly the most important, to fine-tune PVR as a ‘media product’ and help us pitch it to corporates as an important media vehicle,” said Gautam Dutta, CEO of Cinemedia PVR Cinemas. “While Lintas Media did an excellent job in the first two roles, we found Carat’s approach to the third fresher and more to the point.”

“While we had a brilliant partnership with Lintas Media, in Carat we found a partner who not only understands the evolving youth market, but will also enable us to deliver a multi-point engagement approach to marketing.”

Kartik Iyer, managing director of Carat India added, “We look forward to working alongside PVR and help in making their properties a destination for the young at heart in India.”