RAK Ceramics, the
UAE-based floor and wall tiles company, has appointed Interface Communications to handle both its creative and media duties. The pitch, held around two months ago, had around four agencies in the fray, apart from Interface Communications. The names of the other agencies could not be ascertained.
The size of the business is estimated to be Rs 5-6 crore. This is the first time that the company has hired an advertising agency as, earlier, all the communication was handled in-house.
Confirming this development, Sunil Malesha, general manager, RAK Ceramics, India, says, "Interface Communications did its homework well. The agency understood our requirements in a very comprehensive manner. They made a strategic presentation on which media we should use, who should be our target group and how the brand's image should be built. Also, we were rather impressed with how the agency has handled the brand, Scorpio."
Niteen Bhagwat, executive director, Interface Communications, says, "Bagging this business proves that Interface Communications has the capability to offer value-added solutions such as those that we have provided to other brands in the building materials category."
RAK Ceramics plans to expand its geographical presence in India and will use television, outdoor, direct mailers, events, exhibitions and an optimum use of print as a part of its media mix. The allocation of budgets for these media is being worked out at present. The plan is to communicate to the middle class and upper SECs.
For the record, RAK Ceramics is a 15-year-old company which commenced formal operations in India around two years ago. The company has manufacturing bases in Bangladesh, Iran, China and Sudan. RAK Ceramics markets its products in over 130 countries.
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