Top Story


Home >> Advertising >> Article

Saatchi & Saatchi bags Kenstar refrigerator range

Font Size   16
Saatchi & Saatchi bags Kenstar refrigerator range

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.


Markus Noder, Managing Partner, Serviceplan International, shared innovative tools, ideas and methodologies to generate tangible business values

The primary reason that led to growth of OTT is the constant improvement of internet speed and service across the country: Sandeep Gupta, ACT Fibernet

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

The Tata Group is considering review of its Public Relations mandate which is currently handled by PR firm Edelman in association with Rediffusion. The review is likely to happen post January 2018.

KVL Narayan Rao, Group CEO, and Executive Vice Chairman of NDTV passed away at 63 after battling cancer for two years

Week 44 (October 29-November 4, 2017) of RAM Ratings saw Big FM and Fever FM dominating Mumbai. Meanwhile Fever, Radio City and Radio Mirchi dominated Delhi, Bangalore and Kolkata respectively.