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."