KEI Industries Ltd has assigned its media planning and buying duties to Alliance Advertising following a multi-agency pitch. KEI Industries is a player in the power cable segment and among the largest cable manufacturing companies in India. The size of the business is pegged at Rs 6 crore. Dentsu is the incumbent agency.
In a two-way pitch between ZenithOptimedia and Alliance Advertising spanning over two months and multiple rounds, the account was awarded to Alliance Advertsing based on its strategic planning inputs.
Gaurav Sahi, Head-Corporate Communications, KEI Industries, said, “It was a challenging task that we set forth for the agencies to deliver. Alliance came back with exciting options to make our brand stand out in a cluttered space.”
On winning the account, Arshad Nizam, Director, Alliance Advertising, said, “The category so far has been limited to a single player dominating media. The test is to turn KEI into a significant brand in the media and consumer space. We are looking forward to the task of re-evaluation of the wire and cable space in the consumer mind space.”