Carat bags IndiaFirst Life Insurance’s media account

IndiaFirst Life Insurance, a joint venture between two of India’s public sector banks – Bank of Baroda (44%) and Andhra Bank (30%), and UK’s financial and investment company Legal & General (26%), has confirmed the appointment of Carat Media Services as its media agency. The account was won in a multi-agency pitch with eight major agencies participating in the battle including the likes of Lodestar, OMD and BPN. The mandate is for all media such as TV, print, out-of-home, radio, activation and cinema.

‎Kartik Iyer, MD India – Carat Media, commented, “We are absolutely delighted to have been chosen by IndiaFirst for this mandate. Our team looks forward to working with IndiaFirst to create strong consumer-centric digitally ahead solutions that will enable IndiaFirst to become the preferred choice of consumer. We are especially pleased that the team of IndiaFirst saw value in our offerings which are Redefining Media in the market and we look forward to a long partnership which enhances the brand of IndiaFirst in India.

As part of its new mandate, Carat Media will handle the traditional media mandate for IndiaFirst Life Insurance including television, print, out-of-home, radio, cinema, activation and ambient. It will, thus, create an integrated media communication ecosystem for its latest client.

Himanka Das, ‎Senior Vice President – West, Carat Media, said, “We are happy to partner with IndiaFirst Life Insurance. It gives us a market advantage to win such a competitive pitch, as it demonstrates that Carat India is riding on proprietary consumer data analytics and tools to design unique engaging communication plans across touch points, beyond traditional media planning. We are looking forward to exciting times ahead.