Kinetic further strengthens its relations with Grey by assigning the creative duties of its scooter brand Kinetic Nova to the agency. This adds to the array of motorcycle brands that Grey is already handling for the company. With this, almost all products of the Kinetic group, with the exception of Zoom gets a caretaker.
However, the deal with Zoom in comparison to Nova, as per the company officials, is a simpler one. Where Nova requires more creative concentration to establish the brand, Zoom already enjoys a strong presence and recall in the market. While sources inform that the decision is in favour of Grey, company officials maintain that no decision has been taken as yet. “We haven’t decided yet on the creative for Kinetic Zoom,” says Vismaya Firodia, Vice President, Kinetic Motors, but doesn’t rule out the possibility of adding it to Grey’s responsibilities.
With this development, a large part of the Kinetic portfolio now rests with Grey. Exception lies in Kinetic’s forthcoming Italian range, which is awarded to Contract. Speaking on why the company settled on Grey for Nova, Ajinkya Firodia, General Manager, Marketing, Kinetic Motors, says: “We have been working with Grey Worldwide for our motorcycles accounts for a few years now and have had a good experience with their creative team. Recently they did a fantastic job for Kinetic Velocity and this has helped us decide to broaden their responsibilities adding Nova to the kitty.”
Vismaya Firodia shares that where Nova-spends is approximately Rs 11 crore, allocation for Zoom is pegged at Rs 5-6 crore a year.
On the expectations from the agency for Nova, Ajinkya Firodia remarks, “We expect the agency to infuse some fresh thinking into the brand. We will be launching a large promotion campaign for Nova very soon, and we’ll keep Grey on their toes. As always, we are looking for innovative and clutter-breaking advertising. I think they are up to the challenge.”