Equus Red Cell has been assigned the creative duties of AKM, one of the country’s leading jewellery brands. The business was won on the back of a strategic and creative presentation made by the agency to AKM. The incumbent agency is Satish Sud Graphics.
A K Mehrasons is a well-known jewellery company in existence since 1930s and deals with mass marketing of jewellery. AKM has evolved out of A K Mehrasons, but is a separate entity that deals with exclusive high-end jewellery. It is a distinct niche brand catering to the upper end of the market.
“AKM is a brand that caters to high-end market and this is a re-branding exercise. We manufacture exclusive designs and want to reach out to a different kind of audience. We have not yet decided upon the size of the creative business, which would be decided in the days to come,” said Deepak Mehra, Business Partner, AKM.
Commenting on the win, Swapan Seth, CEO, Equus Red Cell, said, “Our understanding of the luxury landscape is of a high order, given the fact that we work with several luxury icons such as The Taj Group, brand Khazana and Kingfisher Airlines. We also believe that the intensely crowded jewellery market is ripe for a marketing makeover. From a pure product play, it must increase entering the customer delight and experiential domain. We are happy to usher AKM into that strategic door. We believe that they have an openness and eagerness to rewrite the rules of consumer engagement.”
Spends on this business will largely be in the print arena. The campaign is slated to break soon. Besides print, ample focus will also be given to below-the-line and above-the-ordinary strategic solutions as well.