Triton wins Kenstar kitchen appliances business

Triton Communications has won the creative, media and integrated communication duties for Kenstar kitchen appliances, which includes consumer durables such as washing machines, microwave ovens and air conditioners, and small appliances such as toasters and roti makers. The business was won following a multi-agency pitch in which four agencies took part. The size of the business is estimated to be Rs 15-20 crore.

The incumbent agency was Quadrant, which was handling both the creative and media duties. In 2006, three of Quadrant’s press ads for Kenstar air conditioners made it to the One Show Creative Showcase.

Kenstar had called for a collective creative and media pitch. “Triton understood our brand as much as we do,” says Rahul Sethi, managing director, Kenstar. Triton’s creative and strategic interpretation of Kenstar’s marketing vision helped make the decision.

Kenstar, the brand of Kitchen Appliances India, was launched in 1996. The brand specialises in electronics and consumer durables. Kenstar, known for its high quality and stylish products, is set to make its mark in the larger white goods category. Last year, Kenstar launched its consumer electronics arm, which manufactures high-end television sets and LCDs.

“We like to make winners out of challenger brands. Kenstar, with its new focus and strengths, will be a successful opposition to the air conditioner, refrigerator, oven and washing machine majors,” says Ali Merchant, director, Triton Communications.

The media mix, though not completely decided, will make prominent use of television and print.