Chennai-based creative shop be positive 24 has bagged creative duties of Aran Kitchenworld, a joint venture between Chennai-based Kitchenworld and Aran World, an Italian modular kitchen company. The size of the business is estimated to be in the region of Rs 3 crore. There was no pitch involved for the business. Fifth Estate handles the media duties of Aran Kitchen World.
Kitchenworld has been Aran’s channel partner in India for several years. With the new JV, both Aran and Kitchenworld hope to strengthen their presence in India and plan to have 30 stores across the country during 2008.
“Since the market has been responding very well to the concept of modular kitchens, Aran and Kitchenworld reached this understanding where they will market their offering under the brand name Aran Kitchenworld, and set up a manufacturing facility in Chennai soon,” said Abhishek D Shah, Managing Partner, be positive 24.
“As an agency we have been associated with them for a while, and with the advent of this JV, we believe that this is a new birth for the brand and we would like to go very aggressive in our marketing communication, for which we have invested substantial amount of resources,”' Shah said.
He further said, “We will not just be the communication associate of Aran Kitchenworld, but also have a say in all aspects of the business of Aran Kitchenworld. Today, the touch point experience is more important than mass communication.”
The campaign would be driven by national television as the brand is targeted at upwardly mobile yuppies. Aran Kitchenworld will also advertise through print, outdoor and other mediums.
Sandeep Makam, Managing Partner, be positive 24, said, “In terms of creative, while most modular kitchens go in for more technical details, we are trying to say that ‘I am international, I am stylish and, therefore, come to me’.”
Rajesh Bohra, Managing Director, Kitchenworld India, said, “We were looking for some new and different kind of creative thinking, and be positive 24 fitted the bill.”