Kenstar from Videocon has awarded the creative responsibilities of its new refrigerator range to Saatchi & Saatchi. The product range is to be launched soon and the ad campaign is scheduled to break in April 2004.
Says Shantakumar, Director, Saatchi & Saatchi, “ Well, yes, you can call it a pitch of sorts, since we were invited to display our credentials and the work that we have done for key clients. Besides the creative treatment, Saatchi & Saatchi is also handling the planning for the Kenstar refrigerator range. I would chalk this as a very important business development for us as the account offers a lot many opportunities for good creative work and Kenstar is a reputed name in the Indian market. We are pleased to be associated with them.”
Will the rest of the Kenstar business remain with Quadrant? Shantakumar asserts, “Well, as I said earlier, our mandate is only on the refrigerator range, which is still in the process of being launched. The rest of the portfolio, I imagine, continues to rest with Quadrant.” Quadrant handles Kenstar air conditioners, microwave ovens, air coolers, mixer grinders and vacuum cleaners.
Rashbehari Garg, VP (Marketing), Kenstar states, “Quadrant is an agency that’s been handling most of our products and they have given us some wonderful creative output. But it is our gut feeling that they have their hands full with too many of our products and we decided to give another agency a chance. Meeting Shantakumar and his team was a real pleasure. Their sheer professionalism, the kind of work they have done, and the kind of clients they have handled helped us arrive at an obvious decision.
“However, I would like to point out that the development has not changed our relationship with Quadrant in any form. We still hold Quadrant in extremely high esteem and they continue to handle the majority of our products.”
Neither the client and nor the agency were willing to comment on the size of the business. However, market sources peg the account at Rs 5 crore.
Kenstar has a wide distribution network consisting of more than 28 sales and service offices in India. Apart from the company offices, Kenstar has 160 Authorised Wholesale Dealers (AWD), which covers more than 3500 dealer outlets. The company has more than 300 service Franchisees to render service for the Mass appliances. KAIL was formed in September 1995 and has its factories in various locations all over India. Its strengths lie in Design, Research & Development, Production, Quality Control & Quality Assurance, and Marketing and Sales.