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Carat India bags media mandate for Behrouz Biryani

While Carat will be the core media agency, Columbus India will handle the brand’s digital account

Behrouz Biryani, the digital-only biryani brand, has roped in Carat India, Dentsu Aegis Network, as its media agency. Carat won the mandate following a multi-agency pitch and will now handle the account from its Mumbai office. Under this new partnership, Columbus India, the digital agency from Dentsu Aegis Network, is now in charge of the brand’s digital account.

Behrouz Biryani, in collaboration with BBH India, recently launched its first advertising campaign that takes one through a gastronomical journey tracing the origin of the brand since its inception.

Commenting on the partnership, Sagar Kochhar, Group CMO, FFSPL, said, “Being a digital-only brand, it was important for us to create a campaign highlighting the USP of the brand – i.e., the aeons old, authentic Persian recipe, the fine ingredients, and a compelling brand story. An infallible media strategy that could connect to our target audience in the most cost-effective manner was the need of the hour. Carat’s focused and integrated solutions for our business challenges look seamless to us.”

Celebrating the win, Rajni Menon, CEO, Carat Media, said, “We are confident in driving strong and positive integrated media strategies to raise brand awareness resulting in positive business results. We are looking forward to this partnership, taking their business to a larger scale.”

Anurag Gupta, CEO, Columbus India, said, “It is very exciting for us to partner with Behrouz Biryani. We are looking forward to pushing the envelope on driving digital media efficiencies and delivering unparalleled performance.”

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