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Karishma Initiative Retains Samsonite Media Duties

It was a multi-agency pitch involving Mindshare, Starcom, OMD and Madison.

BestMediaInfo Bureau | Delhi | February 14, 2011

Following the review of its Media AOR, Samsonite South Asia has decided to continue its journey with Karishma Initiative as its media partner to handle their entire portfolio of brands. The group is likely to invest about Rs 50 Crores in mass media and below the line promotions, to support their exhaustive expansion plans.

Confirming the decision that Samsonite would continue to count on Karishma Initiative as its media partner Sudip Ghose, Director-Marketing, Samsonite South Asia commented, "After evaluating all presentations we felt that it would be in our best interest to continue with Karishma Initiative. I would like to take this opportunity to thank all other agencies that participated in the review process."

NP Sathyamurthy, CEO of Karishma Initiative said, “We have been associated with Samsonite for several years and we have grown together. It is going to be very rewarding for us to collaborate with the Samsonite team and celebrate the growing success of their brands”.

Himanka Das, Vice President, Karishma Initiative, Mumbai said, “Thanks to the Samsonite’s marketing team for having confidence on the Karishma Initiative team and decided to continue our partnership. In the year of Samsonite’s centenary celebration and aiming for aggressive business growth, one cannot ask for more challenges and exciting times ahead.

Besides Karishma Initiative, the other agencies that were included in the media review were Mindshare India, Starcom Worldwide, OMD India and Madison Media. Contract Advertising continues to be the creative agency.

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