K-Factor has entered into an alliance with Lahore's Red Communication Arts. Red Communication Arts is the biggest advertising agency based in Lahore, Pakistan. The creative tie-up is aimed at the Pakistan market.
Commenting on the tie-up, Shantomoy Ray, director, client services, K-Factor, who recently visited Pakistan, says, "There is a great similarity between our cultures which helps us to create ads in India that will work perfectly there."
According to Sabene Saigol, CEO, Red Communication Arts, "K-Factor is one of the fastest growing agencies in Delhi and it has the creative adaptability to understand a market like ours. They seemed to be the obvious choice."
Red Communication Arts, Lahore, has clients such as PEL, Paktel and Tetrapak. Clients that have been added by K Factor include JK Lakshmi Cement, Surya Roshni, Adobe and Relaint. K-Factor is already in talks with some tobacco and telecommunications companies in Pakistan for more business.
When asked about their plans with respect to the Indian market, Saigol says,
"Our immediate focus is concentrated on the Pakistani market."
"This is the first case of such a tie-up, but with relations between these two countries thawing, both the biggies are seeing this as a great opportunity," adds Ray.
Previous to this tie-up, K Factor had bagged the business of Pakistan based Qarshi Industries, which is a major player in natural medicines, health supplements, syrups and food and farm products in Pakistan. The size of the deal was pegged at Rs 4-5 crore.
For the record, K-Factor, which has clients in London and Nigeria, is looking at expanding its business to other international shores.
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