Carat wins Ministry of Tourism's media planning mandate

Following a closely fought multi-agency pitch over the last few months, Carat India has won the media planning mandate of Ministry of Tourism. This win comes on the back of Carat’s continuing streak of business acquisition, including Mondelez, Pfizer, and Columbia Asia in the recent past.

Commenting on the win, Kartik Iyer, MD, Carat India, said, “We are absolutely delighted that the Ministry of Tourism found value in our offering and appointed us to partner them in their endeavour to promote India across the world. We look forward to working with the Ministry together with our global network.”

Ritesh Dutt, Vice President, Carat India, added here, “We are elated to be associated with Ministry of Tourism and this is an opportunity for us to leverage our strengths in consumer insights through our proprietary tool used across all markets. As we move forward, our goal is to create unique benchmarks for our client.”

The Ministry of Tourism, one of the largest advertisers from India on global media, invests between $90-100 million in three years with a majority of the investment in the US, Europe market followed with other markets like Asia, Australia. Carat will manage the media planning for all the mediums, including TV, print and digital for all the investment outside India. This business will be handled out of Carat’s Gurgaon office.

According to industry sources, the account size is pegged in the region of Rs 550 crore to Ra 600 crore. The contract is for a period of three years.


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