Alliance Advertising bags KEI

By afaqs! news bureau , afaqs!, New Delhi | In Media Planning & Buying | September 10, 2008
The media duties for the brand are valued at Rs 5-6 crore


Advertising has bagged the media duties for KEI cables. The agency won the business following multiple rounds of pitching spread over nearly three months. Zenith Optimedia also participated in the pitching process. Alliance won the business for its strategic planning inputs.

The business is estimated to be worth Rs 5-6 crore. Dentsu is the incumbent on the creative and media duties. It won the business last year when the brand was launched. Currently, Innocean handles the creative duties - it won the business in April this year following a multi-agency pitch against Dentsu and another agency.

Talking to afaqs!, Gaurav Sahi, head, marketing and corporate communications, KEI, says that this is the first time the brand has thought of utilising electronic media as part of its communication plan. Till date, the brand has been advertising in print (specifically trade journals) and outdoor. Outdoor was handled in-house and was limited to Rajasthan and certain cities such as Mumbai, Hyderabad and Chennai.

KEI, an established player in the power cable segment which has till now been only in the industrial space, is looking at venturing into the home segment. It competes against brands such as Finolex and Havell's. Havell's, compared to the other players, is an avid advertiser in this category.

Arshad Nizam , director, Alliance Advertising, in an official communique, says, "The category so far has been limited to a single player dominating the media. The test is to turn KEI into a significant brand in the media and consumer space. We are looking forward to the task of re-evaluation of the wire and cable space in the consumer mind space."

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