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Carat bags Ministry of Tourism mandate

The three-year deal is estimated to be around Rs 600 crore covering planning and buying on all media platforms including print, digital and electronic.

BestMediaInfo Bureau | Mumbai | March 31, 2016


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

The estimated size of the business is in the range of Rs 550-600 crore which will be spread over the three years of the deal. Annual spends of the industry across all media range from Rs 150-200 crore, which is how the total size of the business boils down to Rs 600 crore.

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.

The ministry was in the process of finalising the media agency since June last year.

Kartik Iyer Kartik Iyer

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, “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 mandate includes one of the most talked about initiatives of the ministry – Incredible India campaign. The media agency will be responsible for planning and buying on all media platforms including print, digital and electronic. The ministry is very keen on exploring the digital platform in a big way.

The mandate will include the media campaigns for the ministry in India and in the international markets. The major aim of the annual campaign - Incredible India - is to popularise the tourism in the country and in different states too.


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