Starcom wins media duties for Kajaria and Kohler

By , agencyfaqs! | In Advertising | May 03, 2006
The size of the business is pegged to be close to Rs 15 crore

Starcom & #BANNER1 & # MediaVest (SMV) Group, Delhi, has won the media duties for Kohler India Corp and Kajaria Ceramics.

Together the size of these two businesses is estimated to be around Rs 15 crore.

While Kohler India Corporation (KIC), one of the oldest and largest privately held companies in the US, is into kitchen and bath accessories, Kajaria is into manufacturing ceramic tiles and the company is known for its premium quality tiles. Now Kajaria has also forayed into budget tiles.

The Kohler business came about due to global realignment as Starcom handles this business globally. Kohler is on the verge of venturing into the Indian market.

Rishi Kajaria, director Kajaria Ceramics has a whole host of reasons to align the business with Starcom. He says, "Given the increasing importance of media planning and buying in the overall marketing game, we wanted to go in for a media agency which not only buys the TVC spots for us but adds value in doing so. We were impressed by Starcom's innovations and value additions."

It may be recalled that in February, agencyfaqs! had reported that Kajaria would be reviewing its advertising duties. Till recently, Triton Communications was handling advertising duties for Kajaria. At that time, Manish Prasad, manager, brand and corporate communications, Kajaria Ceramics, had informed that the company was looking at launching the second phase of the brand's life-cycle this year where the marketing goal was not restricted to creating brand awareness, but to also create preference and loyalty among buyers.

He had further said that the target consumers were the 'lifestyle seekers' which would also be the new communication theme.

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