MUMBAI: Carat Media has retained the BMW India media account following a multi-agency pitch that saw participation of agencies like Zenith Optimedia, Maxus and BPN.

The elaborate pitch process had four phases which included credentials, strategy and value evaluations.

BMW India marketing director Christian Saffer said, "India is a very important country in BMW's global portfolio and we needed to ensure that we were getting the best that the market could offer in terms of media planning and buying. In line with this, we invited agencies to present their point of view on our business. After the pitch we found Carat to be the most suitable and capable of handling our business. Carat came up with solutions focused on our business needs and went beyond traditional media planning. We have worked with Carat for a number of years now and are delighted with the way they came in with a re-energized perspective on BMW's media approach in India."

Carat India MD Kartik Iyer added, "We are totally committed to BMW India and are delighted that they gave us an opportunity to re-look at the way their media was being implemented. Our solutions focused on the brand challenges. We delivered a solution package that would enable BMW India to continue on its path of unchallenged leadership in the country. We do hope to work with BMW India for many more years and look forward to presenting a truly integrated solution and a team more than capable of delivering to the challenges in the future."