It seems that
water purifier company Kent RO is totally floored by the Deol sisters and their 'dreamgirl' mother. In the past, the company has used veteran Bollywood actress Hema Malini and her younger daughter, Ahana Deol, to sell its products. Now, elder daughter Esha Deol has been roped in as its brand ambassador.
Mahesh Gupta, managing director, says, "Bringing Esha (Deol) on board is a natural progression, as she is a youth icon, and also because the trio's association conforms with the company's vision of making each family a 'Healthy and Happy Family'."
The new TVC for Kent RO brings out the firm's two-fold objective of making people aware that the old technology of water purification has become obsolete and that the revolutionary Mineral RO technology is fully capable of providing safe drinking water.
The company has allotted Rs 10 crore as its advertising budget for fiscal 2007-08, says Gupta. With regard to the World Cup, the company is sponsoring the special programme on Max called 'Extra Innings'.
Esha Deol says of her alliance with Kent RO, "Having been a fitness freak for long and healthy living being the principle of my life, the association with Kent RO seemed ideal."
With the water purification market size hitting 5,00,000 units per year, and estimated to be worth Rs 600-700 crore in the organised sector alone, Kent RO plans to capture almost 20 per cent market share, reveals Gupta.
Kent RO has also been declared the Best Domestic Water Purifier for 2006-07 by UNESCO in association with the Water Digest.
© 2007 agencyfaqs!