MUMBAI: Mosons Group’s personal care brand Indulekha that operates in the skin care and hair care category has roped in Aegis Medias’ Carat Media as its media AOR. With this account, the agency has launched its Kochi operations; its third in South India and fifth nationally. The spends on the brand are in the range of Rs 300 – 350 million.

Carat MD Kartik Iyer said, “We are delighted to be in Kerala and do look forward to providing globally proven solutions to clients from this part of India. We are delighted that our partnership with Mosons has provided us the platform we required to begin this operation. With our cutting edge media solutions backed by CCS (Consumer Connection System), Aegis Media’s proprietary research based tool, we look forward to working with Mosons in taking the brand to new heights with solutions across every type of media like print, TV, radio, OOH, digital, activation etc.”

Indulekha brand head Alex Thomas said, “Being a growing company , we wanted a capable media partner and therefore were delighted to see the response we received from Carat on the brief and their huge passion for our business. We are pleased to have them as a partner and are sure that they would contribute significantly to our business growth.”

Carat senior vice president –south Joydeep Raha said, “We were pleasantly surprised to see the way Indulekha had brought to life micromarketing with individual solutions for different states and product lines. Our understanding of the consumers with respect to their attitudes and aspirational needs was used to recommend customised media solutions in line with their approach. We look forward to partnering with Mosons in their endeavours and will leave no stone unturned to deliver cutting edge Integrated solutions for the brand.”

Indulekha is a brand with products already launched in Kerala, Tamil Nadu, Karnataka and the Gulf countries. Their current plans include an expansion into the rest of India.