is on the lookout for a new advertising agency; it has called for a pitch. The total spend on advertising is slated to be close to Rs 7-8 crore. Currently, Triton Communications handles the Kajaria business.
Manish Prasad, manager, brand and corporate communications, Kajaria Ceramics, confirms the news. When asked about the reason for the review, Prasad says, "We are looking at launching the second phase of the brand's life-cycle this year. The marketing goal is not only to create awareness, but to also create preference and loyalty among buyers."
He adds, "The target consumers are the 'lifestyle seekers', and this will be our new communication theme. For this, the company has elaborate plans for advertising through print and TVCs."
Though he will not reveal the names of the agencies in the fray, Prasad says that the outcome of the pitch will be announced by mid-March 2006. However, it is learnt that some big Delhi agencies are in the fray.
In August 2004, Kajaria Ceramics awarded Triton Communications the creative responsibilities and media buying for the print media for Kajaria. The media buying for television was handled by a separate media agency, Alliance. At the time, the communication strategy was to build Kajaria into a brand with a strong emotional bonding with its consumers; the strategy was targeted at families who build their own homes or renovate them.
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