Kent has been bullish in its advertising and has been using different media platforms such as television, radio, print, as well as undertaking various BTL activities for promotions and to create brand awareness.
The water purifier company has joined hands with Radio City to explore the radio medium, especially for its recently launched brand, Kent Mini Water Softener. Along with the television medium, radio is also being used extensively.
This is not the first time that Kent is using Radio City for promotions. Mahesh Gupta, Chairman, Kent RO Systems shared, “We have been using Radio City for our promotions since last year and are satisfied with the results. Using the same channel for our new product, the Mini Water Softener, is a natural progression. We have not targeted any other radio station as yet.”
He further said that Kent’s market strategy is to target five to eight top A Class towns in all states and open channels to reach out to consumers. Radio City, with presence in 20 cities, was the perfect choice. The objective is to tap into the mass appeal of radio.
“We are getting quite a good response to our radio campaign,” Gupta concluded.