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NEW Kinetic replaces Contract with Everest, assigns Kine’s creative business to the latter

06-February-2006
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NEW Kinetic replaces Contract with Everest, assigns Kine’s creative business to the latter

Everest Brand Solutions has been assigned the creative duties of Kinetic Motor Company’s scooterette brand Kine. The move was not preceded by any pitch for the brand. The incumbent on the business was Contract Advertising. The business is pegged in the region of Rs 5 crore.

Confirming the development, Ajinkya Firodia, GM, Marketing, Kinetic Motor, said, “We were speaking to various agencies, including Everest, for another brand. But the creativity of Everest and some of the works they have done recently stood out and we asked them to make a presentation on Kine. They have done a great job of that as well, which is why we decided to award the duties to them.”

Firodia pointed out that another factor that worked in favour of the agency was the experience that most of its professionals had in the two-wheeler category. “They have done some great work and I see a fruitful partnership forming with the agency. In the past year, Everest has evolved brilliantly, too. They were a perfect choice for this brand.”

Aniruddha Banerjee, COO, Everest Brand Solutions, said, “Kinetic is a reputed brand and a great addition to our client portfolio. Most of us in the agency have worked on some or the other two-wheeler brand at some point. We are looking forward to doing some more work on the category again.”

Does this strengthen Everest’s chances of winning the forthcoming Euro business from the Kinetic stable? Perhaps, but Firodia divulged that Euro’s decision had been postponed by three months as the company was in the process of launching Millennium. For the record, all other Kinetic brands continue to be with Grey Worldwide.

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