Chennai-based Fifth Estate Communications has bagged the creative and media mandates for Kirtilal Kalidas Jewellers, a well-known manufacturer and retailer of premium diamond and gold jewellery. No pitch process preceded this win; however, Fifth Estate had made a presentation in which the entire senior management of the client was involved. The ad spend is estimated to be upwards of Rs 5 crore.
Mindshare is the incumbent media agency of record, while the creative duty of Kirtilal was handled by Grey Bangalore.
Reacting to the win, Ganesh Baliga, Managing Director, Fifth Estate, said, “It’s a very good brand with large budget. It’s not just another jewellery brand. The client was looking for fresh creative which is consistent. And we managed to provide just that.”
Kirtilal, operating with eight jewellery stores and a state-of-the art manufacturing unit in South India, is a well-recognised brand in South India and has its flagship and largest showroom situated in Coimbatore. The company is planning to open more stores in the South and North in the next few months.
Kirtilal does a lot of tactical campaigns during festivals and Akshaya Tritiya, besides promoting the stores at the local level. “But in order to build a brand, you need to get into magazines. That is what we are planning to do. Once we have rolled out the stores, we will also get into television,” Baliga said.
The client was not reachable for comments at the time of filing this report.