Inter Publicity plugs creatively for RR Connect

By Neha Kalra , afaqs!, New Delhi | In Advertising | December 21, 2009
The agency won the business following a multi-agency pitch

Inter Publicity has won the creative and media duties of RR Connect, the modular switches and sockets brand of the Ram Ratna Group. The agency clinched the business after a multi-agency pitch.

Confirming the development to afaqs!, Balachandran Dharmen, director, RR Connect reveals that the communication for the brand will be out towards the end of the first quarter of 2010.

With players such as Anchor, Havell's and Legrand in the wiring device market, the market stands at about Rs 2,000 crore, including both organised and unorganised. Considering the spurt in the infrastructure industry in the country, both residential and commercial, the segment is growing fast, at a rate of around 25 per cent per annum.

Gaurav Mehra, chief executive officer, Interpublicity, puts it in an interesting way. "There was a time when switches were considered to be the most boring part of what one had in their house - people used to find ways to hide it, behind panels and pieces of furniture. Surprisingly, now people are showing it off."

Mehra realises that swanky switches are as much a part of the interior as any other item, and innovation is the buzzword today for the product. Since the Indian market has moved on from piano switches, RR Connect would also, eventually, consider exploring the automated switches area.

Some of the key drivers of volumes in this segment are affordability, aesthetics and awareness. The price spectrum varies from around Rs 10 per piece (switch - the indicative product) to about Rs 250 per piece at the premium end.

The sub-product categories, which are divided on the basis of price, include basic, value and lifestyle. The basic range accounts for the largest share in terms of volume; while the value range has shown the fastest rate of growth, followed by the premium/lifestyle range. However, the basic range players have also been upgrading their product offering, matching those of the value range. Thereby, the profile of the market has changed, and the share of the value range market has also grown.

The target audience for branded wiring devices essentially comprises SEC A and B, covering the broad spectrum of end users in the residential and commercial segments.

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