K-Factor has managed a rich haul of accounts in a span of just 30 days that included the creative businesses of CTC Plaza, Delhi’s biggest sari destination store; Groverson’s Lingerie, one of India’s largest ladies innerwear manufacturers; Dainik Bhaskar; the Rs 2,000 crore SVP Real Estate Group; Chandigarh based Reliant Infrastructure’s real estate project, Indigo Nation’s North India fashion initiative; NBC Bearings’ new corporate film, CanSupport, a public service initiative; and two international businesses – Morven Cigarettes, a Pakistan based tobacco major, and Caprisonne, a Nigeria based fruit juice brand.
Commentin on the account wins, Shantomoy Ray, Director - Client Services, K-Factor, said, “We are very happy to win these accounts within 30 days. For most of these clients we will be working on a 360-degree angle and will not be doing regular run of the mill advertising. The scope of work will include ATL as well as BTL.”
Till recently, Unitech used to divide its business between K-Factor and JWT, but with the client deciding on letting only one agency work for it, K-Factor was dropped. “We’ll miss them a lot,” Ray said, adding, “They were one of our earliest clients and we did a lot of good work with them, but for the last year or so we had been doing much fewer campaigns as their advertising requirements had decreased. We wish them all the best and will always be here for them.”
In terms of revenue, the agency does not seem to have any cause for concern as these new business acquisitions are close to Rs 1.75 crore per annum. “And in addition to these businesses, we shall be announcing some more new business gains in the near future,” said Ray.
Commenting on the creative aspects of the new clients, Moon Agarwal, Creative Director, said, “This is such an interesting mix of new business. For Groversons, we are shooting a lively new film with Prahlad Kakkar, while for Morven Cigarettes, a whole team is off to Dubai to shoot the campaign. In the case of the other brands, we are still conceiving the ideas.”
Recently, K-Factor entered into an alliance with Red Communication Arts, which is the biggest advertising agency based in Lahore, Pakistan. The creative tie-up is aimed at the Pakistan market. Commenting on the tie-up, Ray said, “There is a great similarity between our cultures, which helps us to create ads in India that will work perfectly there.”