Creative, Mumbai, has bagged the creative duties for Kiah Diamond Jewellery. The pitch for the business, which happened in mid-May 2006, saw five other agencies in the fray.
The brand, Kiah, was launched in the market around two years ago. In its first year, the brand was under the custody of McCann-Erickson. However, for the last one year, the creatives have been done in-house.
The media duties for television were handled by White Space, while those for print were handled in-house.
Gautam Gulati, brand director, Kiah Diamond Jewellery, says, "Makani is an agency with brilliant ideas and effective thought processes. Because it already handles another brand of the Sheetal Group, Bulaire Champagne Diamond Jewellery, it understands the nitty-gritty of the diamond jewellery category very well. It provided us with unique concepts which were highly relevant to our business strategy and further connected it to the creative ideas."
Sameer Makani, director, Makani Creative, says that mass media will be used for Kiah, including TV, print, outdoor and radio.
Sushmita Sen is the brand ambassador for Kiah and work on its campaign is already on and expected to roll out in the market soon. Makani has also done some attractive campaigns in the past on Bulaire Champagne Diamond Jewellery.
For the record, Kiah is owned by the Sheetal Group, which is the world's largest manufacturer of polished diamonds, with an annual turnover of 1.5 million carats. Kiah is distributed from 13 exclusive showrooms across India.
© 2006 agencyfaqs!