Carat appointed as media AoR for Extramarks

The agency will partner the digital learning solutions company in its media management exercise for the brand, including planning, buying and execution.

Carat has been appointed by Extramarks Education as its media agency of record. Extramarks is a new age digital learning solutions company and provides360 degree educational support. It is learnt that Extramarks plans sizeable investments on the media front with a high profile media campaign soon and the creative mandate will be handled by McCann Erickson.

Confirming the appointment, Rohit Jain, CEO, Extramarks, asserts that Extramarks is now mature enough to take the next step forward and present itself as a paragon of excellence in the field of interactive education solutions. "Extramarks is setting revolutionary standards in education, whereby we aim to enhance the regular classroom experience and take a quantum leap forward - in the process, raising the quality of delivery for both students and teachers alike."

Vidhu Sagar, executive vice-president, Carat Media, says "We are extremely proud to have been chosen by Extramarks as its media partner. We shall partner Extramarks in the media management exercise holistically. Thus we'll manage the entire set of media responsibilities for the brand, including planning, buying and execution. Of course, we shall endeavour to do this with the help of all pertinent media platforms, including television, print, digital, OOH as well as activation."

Extramarks, promoted by Atul Kulshrestha, was launched in 2010 and sets up Smart Learn classes in schools, which are new age educational tools empowering teachers by converting a normal class room into a technology-enabled class room. Infotel Broadband Services (Infotel), a subsidiary of Reliance Industries (RIL), through its affiliate Reliance Strategic Investments, has a 38.5 per cent stake in Extramarks Education.