Tetra Pak India has handed over its media duties to Carat India following several rounds of meetings and presentations with key executives of Tetra Pak. Starcom is the incumbent agency. The account size is estimated to be Rs 15 crore.
Said Sanjay Sachdeva, marketing director, South Asia Markets, Tetra Pak, "We are happy to have Carat as our media partner given their potential in the areas of both planning and buying."
Carat's primary mandate is to help Carat in expanding the usage across various categories, starting with the milk segment. "While Tetra Pak is strong in the juices segment, it faces stiff competition from poly-packs, neighbourhood milk men, etc. in the milk category," explained Vidhu Sagar, GM at Carat India. "We have to start by changing consumption habits amongst milk consumers and position Tetra Pak-ed milk as a healthier option."
The media initiatives are expected to roll out by the end of this month.