Innocean has bagged the business of KEI Wires & Cables. The media budget of KEI Wires & Cables is pegged at Rs 7-8 crore. KEI Wires & Cables had a turnover in excess of Rs 725 crore for the year 2007. Dentsu Communications is the incumbent agency. The win comes close on the heels of the agency adding Aureole Inspecs, an Indo-British JV in the eyewear business owning brands like Speedo, FCUK, Mayhem and Animal, and Devasthali, a real estate company promoted by Tantra Designs, to its kitty.
Confirming the development, Gaurav Sahi, Head-Corporate Communications, KEI, said, “The company has mandated Innocean to look after the creative duties for the house-wires and corporate image building. There are major plans for a brand building endeavour across the project segment, which will reinforce our image and goodwill as well as make a major headway in the house-wire segment. We will further shore-up our roaster by adding a media agency as well, and will announce it shortly.”
Innocean has its tasks cut-out in this rather briskly competitive category where not only large national brands but even regional players thrive. “We are looking at a holistic approach, which looks at harnessing the strengths of KEI in its core businesses and leveraging them in an enduring manner. Very clearly we are looking at a higher order emotional benefit that distinguishes KEI and gives it a greater degree of amperage in its connect with consumers,” explained Vivek Srivastava, Joint Managing Director, Innocean Worldwide.
The team at Innocean is confident of creating a flutter in the category with its approached shepherded by its proprietary strategic tool Insight Stimulator. The communication effort shall cover TV, print, outdoor and even online media. “Our approach will be refreshing and path-breaking, and of course visibility for the brand in a result oriented manner,” said Shubha Menon and Saurabh Dasgupta, the Creative Heads at Innocean.
On a more macro level, the management of Innocean sees this as an opportunity to enrich its team and offer cutting edge services. “These business gains go hand-in-hand with our organisational philosophy of being ‘global locals’ in all the markets we operate in,” Srivastava added.
KEI is targeting a major push in the domestic segment – referred to as house wires in the trade segments. They already have a daunting presence in the cable segment backed by close to four decades of expertise and being the leading supplier and exporter of HT and LT cables to all the major electricity boards, industrial projects in India and overseas. They are pioneers in the field of customisation as well.