Quadrant & #BANNER1 & # Communications, Mumbai, has bagged Kelvinator refrigerators. The size of the business is estimated to be around Rs 12-15 crore. The media duties are yet to be finalised.
Confirming this development to agencyfaqs, Anil Khera, director, sales and marketing, Sansui India, says, "We will relaunch Kelvinator as a brand in India after three years, and Quadrant Communications will be the first agency to handle this business."
He adds, "Quadrant Communications has handled the Sansui range of colour televisions for the past six years before the business moved to Ambience Publicis. We felt that Quadrant Communication had the requisite understanding in the consumer durable and appliances market, and we appreciated their strategy on the same."
Noshir Desai, president, Quadrant Communications, says, "Kelvinator was once a brand with a very high equity, known for being 'the coolest one'. But slowly, it kept on losing out on the market share with the newer players in this segment. With the help of our clear insight and creative idea, we plan to convert the 'coolest one' into one of the hottest brands, in an effort to wipe out the competition."
Through its pan-India communication, Kelvinator aims to tap regional markets, as well as urban cities. The media mix for the new campaign will cover television, press, outdoor, events (such as fairs in rural areas) and electronic media for the urban consumers (such as internet and mobile marketing).
"Most ad agencies, in order to tap regional markets, adopt one strategy and translate it in regional languages. We will have unique creatives for various markets, as we are addressing different sets of consumers," explains Desai.
For the record, Videocon Group had taken over 91.85 per cent shareholding of AB Electrolux, Sweden, in its Indian subsidiary, Electrolux Kelvinator, in July this year. The Swedish company in turn acquired about 5 per cent shareholding in Videocon Industries. Under a separate license agreement with AB Electrolux, the Videocon Group is in charge of distributing products under the Electrolux, Allwyn and Kelvinator brands.
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