Carat to handle IndiaFirst Life Insurance’s media duties

Carat has won the media mandate of IndiaFirst Life Insurance, a JV between Bank of Baroda and Andhra Bank. The account was won following multi-agency pitch.

DDB MudraMax was the incumbent.

Carat Media will handle television, print, out-of-home, radio, cinema, activation and ambient media.

Some of the agencies part of the pitch were Lodestar, OMD and BPN.
  
Kartik Iyer, MD India, Carat Media, said, “We are absolutely delighted to have been chosen by IndiaFirst for this mandate. Our team looks forward to working with IndiaFirst to create strong consumer centric digitally ahead solutions that will enable IndiaFirst to become the preferred choice of consumer. We are especially pleased that the team of IndiaFirst saw value in our offerings which are redefining media in the market and we look forward to a long partnership which enhances the brand of IndiaFirst in India.”

Himanka Das, senior vice president – West, Carat Media, added, “We are happy to partner with IndiaFirst Life Insurance. It gives us a market advantage to win such a competitive pitch, as it demonstrates that Carat India is riding on proprietary consumer data analytics and tools to design unique engaging communication plans across touch points, beyond traditional media planning. We are looking forward to exciting times ahead.”