MUMBAI: It was in April this year that Microsoft had made an announcement that it will soon bring some significant changes in its multibillion dollar ad and media businesses, indicating a fresh-start approach in its marketing initiatives.

The brand then appointed Dentsu Aegis as it global media agency. It is learnt that Microsoft India has roped in Carat Media as its media agency of record (AoR). A close industry source has confirmed the news to indiantelevision.com.

It can be noted that Lodestar UM is the incumbent agency on the account.

According to sources, the size of the account is estimated to be around Rs 200 core. The agency will be handling all its media and digital duties. It is also understood that the agency will begin working on account starting next week.

Recently, Carat Media had won business for British Airways as part of a global pitch.