Kirtilal Kalidas Group, retailers of gold and diamond jewellery, has awarded its creative duties to Grey Bengaluru. Grey won the account after a pitch process which also featured Mudra South. The account size is estimated to be Rs 12 crore.
JWT Bengaluru was the incumbent agency. Mindshare will continue to handle the media duties.
The group will unveil a new brand identity soon, which will be supported by a pan-India campaign involving print, television and OOH.
Gibson Vedamani, executive director, Kirtilal Kalidas Group, says, "This is a crucial year because we have major expansion plans in terms of retail outlets and boutiques. We felt that Grey had a thorough understanding of the luxury market. Its creative approach was focused on design and positioned the brand in a distinct and superior manner. That made it an easy decision for us."
Hari Krishnan, associate vice-president and branch head, Grey Bengaluru, says, "The Indian luxury market has grown in size and mass luxury is now a reality. In this context, we felt that it was important for Kirtilal to differentiate itself, create desirability and become aspirational. That apart, we also presented a tactical strategy for specific markets to establish the group's expertise in diamond jewellery."
Krishnan feels that although a jewellery brand has the loyalty of its old customers, which can be sustained by word of mouth, new customers will only be attracted by other forms of advertising, such as television and print.
Currently, the Kirtilal Kalidas Group is present in seven cities, including Chennai, Coimbatore, Bengaluru, Kochi, Vijayawada and Ludhiana. It plans to expand to another seven cities, including Mumbai and Delhi, by the end of the year.