Carat bags Indulekha, launches Kochi operations

Indulekha, a personal care brand from the Kerala-headquartered Mosons Group, has appointed Carat Media as its media AoR.

With the win, Carat has launched an office in Kochi, the agency’s third in South India and fifth in the country.

Kartik Iyer, managing director, Carat, said, “We are delighted to be in Kerala and do look forward to providing globally proven solutions to clients from this part of India. We are delighted that our partnership with Mosons has provided us the platform we required to begin this operation.”

On the new mandate, Iyer said, “With our cutting edge media solutions backed by CCS (Consumer Connection System), Aegis Media’s proprietary research based tool, we look forward to working with Mosons in taking the brand to new heights with solutions across every type of media like print, TV, radio, OOH, digital and activation.”

Joydeep Raha, senior vice president - South, Carat, added, “We were pleasantly surprised to see the way Indulekha had brought to life micro-marketing with individual solutions for different States and product lines. Our understanding of the consumers with respect to their attitudes and aspirational needs was used to recommend customised media solutions in line with their approach. We look forward to partnering with Mosons in their endeavours and will leave no stone unturned to deliver cutting edge integrated solutions for the brand.”

On Carat's appointment, Alex Thomas, brand head, Mosons Group, said, “Being a growing company, we wanted a capable media partner and therefore were delighted to see the response we received from Carat on the brief and their huge passion for our business. We are pleased to have them as a partner and are sure that they would contribute significantly to our business growth.”

Indulekha is present in the skin care and hair care segments, and is currently available in Kerala, Tamil Nadu, Karnataka and Gulf countries. Plans include expansion to other Indian markets.