JK Cement locks Dentsu Communications as creative agency

By , agencyfaqs!, New Delhi | In Advertising | June 19, 2007
The pitch was called a month back; JK Cement now intends to bring in a brand revamp, new look

The folks at & #BANNER1 & # Dentsu Communications, Delhi, have reason to smile. The pre-monsoon shower has brought some good news their way. In a multi-agency pitch that happened a month back, the agency has added JK Cement to its kitty. According to information available with agencyfaqs!, as many as six agencies were asked to make presentations. The names of the agencies could not be ascertained.

Confirming the development to agencyfaqs! Paramjit Singh Dhawan, marketing advisor - brand, JK Cement, says, "The panel, after going through the presentations made by the various agencies, decided to lock on Dentsu Communications. The agency has given a good line of action and their work so far has been the best amongst all the presentations."

Prior to this, the creative for the cement brand was shared by TBWA and BEI Confluence. JK Cement is also on the lookout for a media agency. Though it has not met any agency yet, there are chances that the media duties might be allocated to Media Cubic, Dentsu's media arm.

It's clear that the company is looking at a brand revamp and a new look. JK Cements, a producer of grey and white cements, manufactures white cement under the brand names, JK White and Camel. It also has a brand called JK Wall Putty, which is a white cement-based putty for cement plastered walls and ceilings. Adds Dhawan, "The major thrust is going to be in the white cement and putty category. The idea is to create better awareness in the category."

JK Cements needs this brand revamp because the competition in this sector has heated up in recent times, following the boom in the housing sector and some major consolidation in the sector. However, JK Cements continues to be a big name in North India.

It has not been much into advertising of late, but with the brand revamp, JK Cements plans to be visible on both television and other media platforms. It is also looking forward to beefing up its institutional and retail sales.

Dhawan refused to divulge JK Cements' advertising budget for the revamp. Earlier, in 2004, the brand was known to have a spend of Rs 5-7 crore. This time around, the spend is bound to touch a higher mark.

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