Microsoft India Awards Media Business to Carat Media

In May this year, Microsoft had appointed Dentsu Aegis Network to manage its media and search advertising globally.

Microsoft India has appointed Dentsu Aegis Network's media agency, Carat Media, as its media agency of record (AoR). The announcement comes close on the heels of Carat Media's appointment as the media agency for General Motors and Ayurwin Pharma.

The mandate of the agency will be to handle all the media duties of Microsoft across platforms (television, print, OOH and digital). As per industry sources, the account size is pegged at Rs 175-200 crore.

Globally, Microsoft had handed over its media and search advertising duties to Dentsu Aegis Network in May 2014. The Indian appointment is in line with the global alignment of the business. For the record, the incumbent agency on the account is Lodestar UM.