Campaign India Team
Feb 28, 2011

Talwalkars awards media duties to Carat Media

The agency bagged the account following a multi-agency pitch process initiated in November 2010

Talwalkars awards media duties to Carat Media

Health club chain Talwalkars Better Value Fitness (TBVFL) has brought on board Carat Media, part of the Aegis Group as its media agency. The agency was appointed following a pitch process initiated in November last year. The pitch, comprising of two rounds, had four media agencies vying for the business.

Describing the pitch process, Nitin Shakdher, vice-president, marketing, TBVFL, said, “We picked Carat Media for its crisp and clear execution of the planning and buying media strategy. One of their major strength lies in the area of better efficiencies through use of tools and better consumer understanding through their planning process." He noted that the upcoming advertising campaign will comprise a well-balanced media mix of TV, digital (social media such as Facebook and Twitter), mobile marketing and brand activations/events.

Sushma Y Jhaveri, senior vice president, Carat Media Services, said, “We are very happy to partner Talwalkars and help the brand enhance its iconic status in health and fitness industry. We look forward to working together in creating innovative media solutions for the brand which spans across conventional, digital and ambient media.”

Pointing out the change in the communication reflecting the brand's new objective, Shakdher added, "The plan is to do so, based on our learnings and consumer insights, specifically the issue of what motivates a person to take time out and stay fit."   

Source:
Campaign India

Related Articles

Just Published

25 minutes ago

KIT Global pushes ‘minimum viable data’ for smarter ...

CEO Olga Dulinskaya explains why brands need less data, sharper personalisation, and unified platforms to navigate emerging markets.

1 hour ago

Mark Penn’s challenger playbook: Cockroach DNA, ...

At Cannes Lions, the challenger network’s CEO outlines a $5 billion ambition, a $ 20 million-a-quarter AI investment, the closing of the ADK Global acquisition, and why spectacle still works in marketing.

4 hours ago

Influencers versus employees: Who builds brand ...

AnyMind Group's deputy head of publisher growth for India explains when to use advocacy, when to go for scale – and why smart marketers use both.

4 hours ago

41% of adland fears AI will stifle creativity

In an industry built on originality, storytelling, and brand expression, the creeping influence of algorithmic solutions is viewed with both curiosity and concern.