K-Factor Communications Pvt Ltd has launched a new BTL subsidiary earlier in March 2009. Christened K-Factor Direct, the agency is headed by Pallavi Aggarwal.
When contacted, Shivjeet Kullar, Creative Mentor, K-Factor, told exchange4media, “The reason behind launching this arm is that because of the global meltdown, people are shifting their ad spends from print and electronic media to BTL to get maximum mileage from every rupee spent on advertising.”
Kullar further said, “We are doing events for Radisson Hotel Delhi and Radio Mantra (a division of Dainik Jagran). We are very strong in terms of creative and they needed a one-stop shop that could bring in synergy communication for BTL as well. We are also doing BTL advertising, events, and food promotions for Sancho’s, a newly-opened Mexican food outlet in Delhi’s South Extension area.”
“At K-Factor Direct, we are doing quite unusual work these days. Currently, we have been appointed by Tarun Thakral, COO, Le Meridien Hotel Delhi, to work on the communications for his dream project – Heritage Transport Museum – coming up near Manesar in Haryana. Thakral is an avid collector of different forms of vehicles from different eras – be it an early 19th century Mughal bullock cart or a 1850 palanquin or a 1930-built rail saloon or a 1947 Piper Cub J3C Aircraft or a 1967 Mercedes Benz Fire Tender or 2,000 stamps on automobiles – he will have these all in this museum,” he added.
“Our passion has always been to be engaged in such unique, world class projects that go beyond regular advertising. This is what we enjoy doing the most,” Kullar said.
Commenting further on this work, Aggarwal said, “It is a strategic tie-up and we are providing a 360-degree solution that involves BTL activities like road shows, events, etc. K-Factor Direct currently has a team of 14 people.”