Kent Mineral RO system, has signed Esha Deol as the new member to the Kent RO’s brand ambassadors Hema Malini and Ahana Deol. Kent has already shot a new television commercial starring the mother-daughter duo. With the World Cup around the corner and Brands making most of it, Kent RO is geared up to hit the airwaves with the Cricket World Cup in mind. An advertising budget of 10 crores is put upfront for the year 2007-08.
The new press and electronic campaign was unveiled by Sri Sri Ravi Shankarji, the founder of Art of Living along with newly signed brand ambassador Esha Deol and existing brand ambassadors Hema Malini and Ahana Deol
Mahesh Gupta, MD, Kent RO said, “Signing Esha Deol as the new brand ambassador along with Hema Malini and Ahana Deol is the part of Kent’s vision of making each family a ‘Healthy and Happy Family’. It promotes the values of purity, importance of water for health and keeping beauty and vigour intact with good drinking water.”
Kent RO has also announced a strategic marketing tie up between Indian Oil Corporation. A N Jha, General Manager, Indian Oil said, “Indian Oil coming together with Kent RO will provide a new and added thrust to the growth of retail business plan for both the companies. The strategic tie-up with Kent RO is aimed at providing our retailers and dealers with an additional source of income and better consumer relations.”
Gupta commented, “The synergy that exists between the two brands will create a win-win situation. The wide network of Indian Oil will help Kent RO to make its product available across the country in addition to its own pan India presence. The consumers benefit, as they get quality product at their doorsteps.”
Elaborating their expansion plans, Gupta said, “Kent RO has already put up a new manufacturing plant in Roorkee (Uttranchal) to meet the burgeoning demand of water Purifiers anticipated to arise out of the strategic tie up with Indian Oil. The new unit will manufacture 1,00,000 units per year in addition to the existing manufacturing capacity of 60,000 units per annum.”