Carat India scoops Spire Edge project

India - Just weeks after landing the Tetra Pak business, Carat India has been appointed by Spire World as its media agency of record for the IT Park project at Manesar, Spire Edge.

The win followed a two-way pitch involving Lintas Media and Carat. The account size is expected to be in the range of US$3 million.

Spire World is the specialized marketing services arm of Millennium Spire Limited (MSL), Singapore, an Indian Real Estate FDI investor that has engineered the FDI funding for Spire Edge.

Anil Kumar, executive director of marketing at Spire World, said in the present market situation it is absolutely necessary to adopt a multi-engagement approach to marketing.

"Hence we were looking for a media agency that could give strategic advice to our overall marketing efforts - in a holistic manner, not just better ATL usage or better media buying," he said.

"Equally important, is the comfort levels between the teams, and we believe in Carat we have found the right partners on all counts. We have tough challenges ahead, but are sure with Carat, we will definitely build on our initial successes."

Kartik Iyer, managing director of Carat India, added that in this tough market, it was important to innovate its market strategies. 

"We hope to deliver some unique plans which will enable the brand's success despite the tough market situation. Millennium Spire's unique approach to marketing the various projects, and its focus on product quality and innovation, will need to be matched with an equally innovative way of taking the product to market and we look forward to partnering Millennium Spire in making all their projects a great success."