Law & Kenneth Delhi has bagged the creative mandate for ColorBar Cosmetics Pvt Ltd. The company has entered into a joint venture with the arrangement to use the brand in India and is part of the Rs 2,500 crore KK Modi Group. The advertising spend in estimated to be around Rs 4-5 crore, with Rs 1 crore slated for primarily print and the rest for BTL activities. The incumbent agency was Leo Burnett.
Starcom will continue to handle media.
Elaborating on their decision to partner with Law & Kenneth, Samir Modi, President and Managing Director, ColorBar Cosmetics, said, “While we were approached by the agency, we liked what they presented, which was in tune with our thinking. Meeting someone on the same platform is difficult as it doesn’t happen often, which is why we decided to partner with Law & Kenneth.”
He further said, “While we have done sporadic advertising earlier, we have now decided to focus more on it as we are expanding our presence, which till now was restricted only to North and West India. This also gives us more opportunity to make our presence felt via advertising.” Modi also informed that the company would foray to the South market by next year.
Talking of the advertising strategy, Sandhya Srinivasan, VP, Strategic Planning, Law & Kenneth, said, “At the presentation we took a step backwards and showed how the brand should be built from scratch. Now our focus will be on branding and building a retail identity.”
She added, “In our campaign, we have tried to highlight the fact that ColorBar provides a huge spectrum of colour choices to its consumers. The agency has done this by attributing a personality to a colour shade, thus adding life to various colours. As far as retail is concerned, we will be working on creating a retail experience for the consumers.”
The BTL activities would include mall promotion, training session for corporates and working women, targeting activities around shopping centres such as makeover sessions, among others.
ColorBar Cosmetics had earned Rs 9 crore in its first year of operations (2005-06) and is looking at a company billing of Rs 20 crore in 2006-07. Modi felt that the success of the brand could be attributed to various factors such as a large number of colour choices available to consumers (with TG being women in the age group of 21-35 years), formulation that is different than what is available in the category, its right pricing, and high performing products with research showing that it had 100 per cent repeats.