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Carat bags IndiaFirst Life Insurance's media account; winning spree continues

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MUMBAI: After adding some of the largest accounts of 2014 including General Motors, Microsoft, Nokia, British Airways, Mastercard, Ayurwin and Meiji to its client kitty, Carat seems to be in no mood to slow down. The agency has started the year with a big bang adding IndiaFirst Life Insurance to its kitty in the west.

IndiaFirst Life Insurance, a joint venture between two of India's public sector banks - Bank of Baroda (44 per cent) and Andhra Bank (30 per cent), and UK's financial and investment company Legal and General (26 per cent), has confirmed the appointment of Carat Media Services as its media agency.

The account was won in a multi- agency pitch with eight major agencies participating in the battle including the likes of Lodestar, OMD and BPN. DDB MudraMax-Media was the incumbent on the account. The mandate is for all media such as TV, print, out-of-home, radio, activation and cinema.

Carat Media MD India Kartik Iyer said, "We are absolutely delighted to have been chosen by India First for this mandate. Our team looks forward to working with India First to create strong consumer centric digitally ahead solutions that will enable India First to become the preferred choice of consumer. We are especially pleased that the team of India First saw value in our offerings which are Redefining Media in the market and we look forward to a long partnership which enhances the brand of IndaiFirst in India."

As part of its new mandate, Carat Media will handle the traditional media mandate for IndiaFirst Life Insurance including television, print, out-of-home, radio, cinema, activation and ambient. It will, thus, create an integrated media communication ecosystem for its latest client.

Carat Media SVP - west Himanka Das added, "We are happy to partner with IndiaFirst Life Insurance. It gives us a market advantage to win such a competitive pitch, as it demonstrates that Carat India is riding on proprietary consumer data analytics and tools to design unique engaging communication plans across touch points, beyond traditional media planning. We are looking forward to exciting times ahead."

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