Abmeribaari picks Carat as media partner

Abmeribaari, which assesses and fosters talent for India's entertainment industry, has assigned its media planning, buying, and placement portfolio to Carat Media. Abmeribaari, the flagship brand of AMB Talent Media, represents the country's first integrated system for selecting and polishing talent for the bustling entertainment business.

AMB Talent Media is promoted by Preet Bedi, a former CEO of Percept Picture Company and an ex-president of Rediffusion and Lowe Lintas. The company homes in on promising prospects across the world through its website, abmeribaari.com. To introduce the service and to create emphatic communication, Abmeribaari selected Carat after a multi-agency pitch.

Bedi, the MD of AMB Talent Media, has told the media that he looked forward to placing the brand as the pioneer in the field and was planning to spend Rs5-10 crore on brand building and promotions. "Carat will give shape to a focused and result-oriented multimedia campaign for Abmeribaari," Bedi has told the media. "It will be an interesting mix of TV, digital, radio, and other ground-level activities."

Vidhu Sagar, a senior vice-president with Carat Media, is upbeat about the new assignment. "We are happy to have been chosen for the job," Sagar has been quoted as saying. "We look forward to contributing to Abmeribaari's growth as a unique provider of such value in the entertainment industry."