Maxus bags Infiniti Retail's (Croma) media duties

The agency will work on the brand's entire end-to-end media solutions for TV, print, digital, radio, and cinema in addition to driving its social strategy.

The global communications consultancy firm Maxus has been awarded the media mandate for Infiniti Retail (Croma), a subsidiary company of Tata Sons, which deals solely in electronic retail products. The mandate is effective from April 1, 2016.

As part of the win, the agency will cover the entire end-to-end media solutions for TV, print, digital, radio, and cinema for Croma. Maxus will, moreover, handle the social assets for Croma in addition to driving its social strategy.

Commenting on the win, Kartik Sharma, managing director, Maxus South Asia, says, "Maxus has had the opportunity to partner with multiple entities from the Tata Group. We are therefore pleased to now be a partner to Croma as well. Croma has been a pioneer in the electronic retail space and continues to thrive in an evolving competitive environment. We see our strong strategic and digital capabilities being a real asset to the Croma team and look forward to work together to drive its business priorities. The larger goal will be to navigate Croma in this increasingly challenging media and marketing landscape to ensure that it continues to win."

Anand Chakravarthy, managing partner, Maxus India, adds, "Working with a Tata brand is always an exciting proposition and this partnership with Croma is a big win for Maxus. Given the vision and brand strategy articulated by the Croma marketing team, we look forward to work together."

Ritesh Ghosal, chief marketing officer (CMO), Infiniti Retail, says, "Maxus' integrated digital approach covering content, social and bought media swung the pitch in our minds. With our increasing focus on digital media, we were looking for a partner willing to learn the new omni-channel marketing game along with us and Maxus with its experienced team and strong digital understanding put its hand up," he says.

Maxus, a marketing communications consultancy under the GroupM umbrella, claims to help marketers build profitable relationships between consumers and their brands. The agency's services include communications strategy, digital marketing, direct response media, social media, data analytics, media investment management, content and sports marketing, marketing RoI evaluation, and CRM.