MUMBAI: Microsoft India has moved its entire digital media account from WPP-owned Quasar and Publicis’s Performics to Reprisemedia India.

IPG-owned Reprisemedia India will be the digital media AoR for Microsoft India across display and search.

Additionally, Reprisemedia India will now form as an extension of Lodestar UM, which has been the lead media AoR for Microsoft India for the past 10 years.

“This shift aligns India with Microsoft’s global move to consolidate digital media buying and search with UM,” said Microsoft India CMO Shafalika Saxena. “The next coming years will be a game-changer for Microsoft with the impending launch of a breakthrough operating system, Windows 8, coupled with exciting developments across our entire product portfolio. We look forward to working with Reprisemedia and deepening our partnership with UM.”

This new arrangement comes into effect from July, and will leverage global expertise from across the many markets where Reprisemedia handles Microsoft’s Search business.

“Reprisemedia India comes with an added advantage. As a full-service digital agency, its offering extends far beyond Search, into the realm of digital display, content and application. Reprisemedia will complement the unique strength of Lodestar UM within the content space,” Lodestar UM COO Anamika Mehta said.

Reprisemedia India CEO Anjali Hegde added, “This is the most significant thing that has happened to Reprisemedia and we are really excited about the opportunity to work with Microsoft. It considers digital as a core and mainstream medium and that mindset allows a digital agency to push its boundaries of innovation and creativity - in short a dream client to work for.”