Media specialist Carat allies with Indian ad agency

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BOMBAY-- Carat, the media buying and planningspecialist owned by U.K.-based Aegis, has formed a joint venturewith Indian advertising agency Percept to offer specialized mediaservices. Carat Impact will operate as a distinct brand from Carat India.

In addition to supplying media services for Percept'screative clients, the joint venture will also handle media forHakuhodo Percept, the Indian agency's joint venture with theJapanese advertising giant.

Carat Impact will also handle non-Percept clients,although Carat Impact and Carat India will not compete with eachother, says Meenakshi Madhvani, the CEO of Carat India who willoversee the joint venture.

Since its entry into the Indian market nearly threeyears ago, Carat India has signed up clients includingCadbury-Schweppes, Mattel, Bacardi and Channel V.

Copyright June 2000, Crain Communications Inc.

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