MUMBAI: Katha Mediatix has won the media mandate for Finnish energy drink Mad Croc. The brand was earlier seen at the F1 Grand Prix race held at Greater Noida earlier this year. It has been brought to India by Montage Capital Marketing.

Keeping in line with its global personality as a young, full of life and adventurous brand, Katha will chalk out different creative routes to reach out to the youth TG.

Katha Mediatix chief creative officer Pabitra Roy said, "When it comes to creatively positioning and marketing a product like Mad Croc it is very important to understand the mindset of the audience since taste, likings, priorities, preferences and loyalties are evolving constantly. The creative routes would all be positioned in sync with the language that the audience speaks and likes and a concept that they would associate with."

Montage Capital CMD Rajiv Shukla said, "Setting up a strong distribution network is of prime importance at this point in time for the brand and fortunately our complete network in India is close to getting completed. Strong communication and visibility with product availability would be the key business mantra."

Katha Mediatix VP strategic alliance Aniruddha Pal said, "The brand would have key association with music, sports, youth hangouts, colleges and social media. There will be aggressive BTL activations and road shows along with strategic sampling across the country. There would be strategic integrated Print, OOH and electronic communication."