Kuch Meetha Ho Jai for Carat India as Mondelez comes calling

12 Oct,2015

In what appears to be a big blow to Madison World, the entire Mondelez media account is moving to Carat India with effect from January 2016.


The India business has moved to Carat, which is a part of the Dentsu Aegis Network. The mandate, which includes traditional and digital media, in the region of Rs 500 crore, making it Carat India’s biggest account.


“It’s a gamechanger for Carat,” a media observer told MxMIndia, on conditions for anonymity.  For Madison India, it’s unfortunate given that the pitch was global, and it could really not have any say in the matter except for aligning with one of the international networks, which it is reported to have attempted.


On the realignment with Carat (and a part with Starcom), Bonin Bough, chief media and ecommerce officer at Mondelez, is quoted to have said: “We’re excited about this next phase in our media transformation. Centralising our media buying with Aegis and SMG offers us a significant opportunity to drive enterprise-level efficiencies that can be re-invested in our long-term growth.”


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