Isobar and Carat win new businesses

Isobar has won the digital duties of Barbeque Nation, while Carat has been awarded media duties of GP Foods.

Barbeque Nation has roped in Isobar to reach out to the active and fast growing social communities in India with skilful communication strategies. This partnership is in line with the restaurant chain's ethos that stresses on innovation and creativity to satiate food lovers in India, who are becoming more adventurous and yet love traditional fare.

Vikram Vikas Varma, head, marketing, Barbeque Nation Hospitality, says, "New media is going to play a key role to build the Barbeque Nation brand, increase supporter base and deepen engagement."

Shamsuddin Jasani, managing director, Isobar India, says, "This win is a testament to the fact that we strive to provide innovative solutions to our clients. It enhances our credentials as the leading full service digital agency in India."

Barbeque Nation, a casual dining restaurant chain, was set up in 2006. It has over 42 outlets and offers a blend of American, Mediterranean, Oriental and Indian cuisines, in both vegetarian and non-vegetarian choices.

In another development, Carat, the independent media communications specialist agency from the Dentsu Aegis Network, has bagged the media duties of Garuda Polyflex Foods (GP Foods).

Carat won the account in a multi-agency pitch. The agency will handle the account from its Bengaluru office. Mudra is the incumbent agency.

GP Foods is a joint venture between GarudaFood and Polyflex India. GarudaFood is a part of the Tudung Group that deals in agribusiness, food and beverage manufacturing and distribution.

Together, they formed the joint venture in an endeavour to provide the best-in-class and innovative offerings to consumers in the food and beverage segment.

GP Foods has, thus far, launched wafer chocolates, the most popular brand being Chocostick, and a jelly drink under the brand name 'Gone Mad', targeted at children and youth.

PK Gopalakrishnan, MD, GP Foods, says, "We were very impressed with their strategic thinking, which has enabled their client base and the long-standing relationship they have with some of the greatest brands. We are extremely happy to be associated with Carat."

Joydeep Raha, senior VP, Carat - South, adds, "Our thorough understanding of urban consumers with respect to their attitudes and aspirational needs in granularity and through proprietary cutting-edge tools (CCS &CCS Planner), enabled us to provide a customised solution, based on the client brief."

Dentsu Aegis Network is a global communications network with its network brands Carat, Dentsu, Dentsu Media, iProspect, Isobar, mcgarrybowen, Posterscope and Vizeum, supported by its specialist/multi-market brands.