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Kinetic assigns creative of forthcoming Italian range to Contract

28-May-2004
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Kinetic assigns creative of forthcoming Italian range to Contract

Contract advertising has added some more business to its kitty coming from its client Kinetic Motors. The two-wheeler company, which shares a relationship with the advertising agency for its product Zing, has decided to award its forthcoming range of Italian scooters also to the agency. The annual billing of the new range is pegged at Rs 15-20 crore. The media duties of Kinetic scooter lie with Madison Communications.

The Joint Managing Director of Kinetic Motors, Sulajja Firodia Motwani, informed that the billing is in the context to the entire range. She said, “Of the seven proposed products from this range, initially only three will come in the market.” These three will make their presence this year, followed by two next year.

By virtue of the fact that these products are still being developed, the presentations didn’t specifically consist of ideas relating to the products. Explaining more on this, Vikas Bahl, Associate Vice President, Contract Advertising, said, “It was more of a presentation of ideas than a rigid pitch. The ideas were not necessarily of all the products but taking examples indicating how we intend to treat the portfolio.”

Motwani added, “The current work that the agency is doing for Zing is excellent. The ideas that they presented were also very exciting and we felt that they could do justice to the new brand in making its identity.”

As per Motwani, Kinetic Motors is in the process of finalising the agency for its scooter products Nova and Zoom in a week’s time. Is Contract involved? “This is a collective exercise,” replied Bahl, “As I said, we have presented ideas that were not specific to any particular product. It represents the various ways in which we can take the brand forward.”

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