TCC (The Communications Central) has been assigned the creative duties of KFJ, a Chennai-based gold jewellery brand.
The development was not preceded by any creative pitch. TCC won the account based on the strategic direction and creative inputs given for an innovative investment offering of KFJ. TCC will also be responsible for all brand communications of KFJ henceforth.
Commenting on the development, Sujith Cherian, Managing Director, KFJ said, “TCC will be responsible for providing 360 degree creative inputs on TV, print, radio and outdoor to begin with. We will look into digital and social media at a later stage as we have plans of expansion in the near future.”
Sunil Cherian, Director, KFJ added here, “We are launching a new gold investment product and TCC has cracked the creative idea, which includes TV, print, radio and outdoor. The overall media spend would be around Rs 2 crore-Rs 3 crore for this campaign.”
On winning the account, Arvind Ramalingam, Chief Creative Officer, TCC said, “KFJ is a household name in Chennai and we look forward to working very closely with them to carve out a distinctive communication position for the brand.”
Sreeja Pillai, Managing Director, TCC added here, “KFJ is a brand that’s unique in the sense that it believes in making gold accessible to the common man. Hence, we devised a unique communication strategy that helps them to connect to the brand in the most intelligible manner.”
It may be recalled that TCC recently won the maximum number of metals at 20 at the Maddy Awards 2013.