Kitchen Treasures, from the house of Synthite, has awarded the creative duties and the entire gamut of integrated communications mandate to Push Integrated Communications Pvt. Ltd. Push bagged the mandate on the basis of their creative and strategic strengths.
Kitchen Treasures has signed noted Malayalam film actress Manju Warrier as their brand ambassador.
For Kitchen Treasures, Push Integrated Communications Pvt. Ltd. will handle the product and corporate communication in the form of campaigns and collaterals as well as internal communication and branding. This would include Kitchen Treasures’ line of spices, masalas, pastes, noodles and sauces.
Push has already initiated work on the brand with a TVC based on the ‘Peace of Mind’ campaign starring Warier which is currently being aired on 15 Malayalam channels. In addition to the TVC, the brand has also deployed close to 100 hoardings across the state of Kerala. The Kitchen Treasures account will be serviced out of the agency’s Bengaluru office.
Sharing his thoughts on the association, Ashok Mani, Managing Director & CEO, Intergrow Foods and Beverages Pvt. Ltd. added, "Kitchen treasures is now at a very crucial juncture of its journey in the attempt to be the largest brand out of South India within the next 5 years. With the backing of Synthite, Kitchen Treasures has vast amount of experience in the product and production space and its fast growing and robust R&D set up gives it an ever growing retail network. The important piece in completing this puzzle was the right set of marketing and communication skills and that's where I felt, Push would be the right partner to take us forward. Their understanding of the consumer space and their simplicity in achieving communication conveyed to masses is what has impressed me much."
He added, "Shrikumar and I clicked at the very first meeting. He brings in vast experience in terms of the Malayalee consumer understanding. Communication isn't effective if it's just creates or enhances a brand, it needs to increase sales - that's one point both of us stand by.”
Shrikumar Menon, Managing Director, Push Integrated Communications, said, “Kitchen Treasures is a win that I am immensly proud of. It is a challenging category and the space requires a player of great integrity. When adulterated products are causing health hazards to society, it is important that brands of stature change the consumer perception through products of great quality. Ashok Mani represents a mindset that is a boon to the packaged foods business. For us this is an opportunity to create some great advertising that builds confidence with the consumers.”
Commenting on winning the mandate, Anil Rajgopal, Chief Executive Officer of Push Integrated Communications said, “Kitchen Treasures is poised to be a leading national brand. A great pedigree, knowledge leadership and ethically sound. Key markers for a winner brand. We are thrilled to win this account, especially since the brand owners are extremely focussed and passionate about their business and products. Ashok Mani is a dream client. We look forward to create some magic and partner their journey to market leadership”.
On the association, Warrier said, “I have always firmly believed in the fact that food products should be as close to nature as possible. There should be no iota of doubt when it comes to purity and reliability of what we consume. I have had the privilege of being associated with some of the most respected brands and now to partner Kitchen Treasures, is an amazing honor. Kitchen Treasures embodies the values that I passionately believe in and have always promoted in my personal capacity. I have been impressed by their remarkable history, comprehensive collection and constant emphasis on pure and wholesome products. I am really looking forward to working with both Push and Kitchen Treasures and together we will take forward the 100% revolution!"
Push Integrated Communications's clientele includes names such as Kalyan Jewellers, Manappuram Gold Loan, Wrangler Jeans, Malayala Manorama TV Ltd, KDD, AVT Premium, Dhanuka Agritech and Etisalat.