Health club chain Talwalkars Better Value Fitness (TBVFL) has brought on board Carat Media (part of the Aegis Group) as its media agency. The brand’s overall marketing spends for the upcoming year would be around Rs 4-5 crore.
The pitch process, was initiated in November last year, and the results were declared a few days ago. The pitch comprised two rounds. The pitch was awarded among 4 media agencies that participated.
Nitin Shakdher, vice-president, marketing, TBVFL, describes the selection criteria. “For creative agencies, the choice was based on the level of innovation and understanding of consumer insights. For media agencies, we picked Carat Media for its crisp and clear execution of the planning and buying media strategy. One of their major strength lies in the area of better efficiencies through use of tools and better consumer understanding through their planning process,” he explains. He adds that the upcoming ad campaign will comprise a well-balanced media mix of TV, digital (social media such as Facebook and Twitter), mobile marketing and brand activations/events.
Henceforth, the objective for the brand is to bring about a change in the lives of people through fitness, diet, weight loss, nutrition, spa and aerobics. “The plan is to do so, based on our learnings and consumer insights, specifically the issue of what motivates a person to take time out and stay fit,” Shakdher says.
Sushma Y Jhaveri, Sr. Vice President says, “We are very happy to partner Talwalkars and help the brand enhance its iconic status in health and fitness industry. We look forward to working together in creating innovative media solutions for the brand which spans across Conventional, Digital and Ambient Media.
Carat is an independent media buying and planning agency, and is part of the Aegis Media group, which also includes Posterscope, the OOH unit, Isobar, its digital marketing arm, and Carat Fresh, the media activation unit, which will all be part of the solution being provided to Talwalkars.