MUMBAI: Carat Media has won the media planning and buying duties of recruitment services brand ABC Consultants.

ABC will conduct an identity revival exercise and plans to execute a high voltage mass media campaign through Carat by investing close to Rs 100 million. The company aims to further strengthen its brand recall in the premier executive search and selection business.

Carat would be providing solutions for ABC Consultants through all its Aegis media partner agencies -- Isobar, Posterscope, Carat Fresh and iProspect.

The campaign that is expected to break soon will be a combination of both ATL and BTL activities. The company is looking at print and online activities, along with direct B2B communication with clients, while the electronic medium, too, might be taken forward.

ABC Consultants CEO Shiv Agrawal said, "We are undergoing a major strategic renewal. In a growth-oriented scenario, we want to be the mind leader as far as quality manpower recruitment is concerned. We are delighted to have Carat Media as our partner in this endeavour of ours."

Carat Media senior VP Vidhu Sagar added, "We feel privileged to be chosen for this exercise as ABC Consultants already has a significant draw in the marketplace as far as its brand equity is concerned. We would look to partner ABC Consultants through our integrated communication planning process and help them achieve their objectives."