Carat to handle Garuda Polyflex Foods' media duties

Soon after adding Dixcy Textiles to its client kitty, Carat, the independent media communications specialist from the Dentsu Aegis Network, has bagged yet another win. The agency has been roped in to handle the media duties of Garuda Polyflex Foods (GP Foods). Carat won the account in a multi-agency pitch. Mudra is the incumbent agency. The agency will handle the account from its Bangalore office.

For the record, GP Foods is a joint venture between GarudaFood and Polyflex India. GarudaFood is a $500 million entity that is part of the Tudung Group that deals in agribusiness, food and beverage manufacturing and distribution. 

Together, they formed the joint venture (with GP Foods) in an endeavor to provide the best in class and innovative offerings to consumers in the food and beverage segment. GP Foods has, thus far, launched wafer chocolates, the most popular brand being Chocostick, and a jelly drink under the brand name “Gone Mad”, which are targeted at children and youth.

P.K. Gopalakrishnan MD GP foods says, “When we met the team led by Joydeep, we were very impressed with their professional approach. We were also very impressed with their strategic thinking, which has enabled their client base and the long standing relationship they have with some of the great brands. We are extremely happy to be associated with Carat.”

Adds Joydeep Raha, senior VP Carat – South, “We are delighted and honored to have GP Foods on board. Our thorough understanding of urban consumers with respect to their attitudes and aspirational needs in granularity and through proprietary cutting-edge tools (CCS &CCS Planner) enabled us to provide a customized solution, based on the client brief.”