The first quarter of 2010 has proved to be rather fruitful for Law & Kenneth, as the agency has bagged yet another account - the creative duties of water purifier makers, Kent RO Systems. There was no pitch called for the account. The incumbent creative agency on the business is Glaze Ads.
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The new campaign features a series of five television commercials. While the first set of ads talks about the unique three-stage purification process and other features of the product; the next set will use stories around the consumer's life to build awareness about impure water being a major source of most diseases.
"The product mechanism is complex and the communication needs to simplify it for the consumer. From shaping the brand, the objective now changes a bit to driving the superiority of the brand. We are moving from awareness to the advantage space in communication," says Anil S Nair, chief executive officer and managing partner, Law & Kenneth.
"The product continues to be the hero. The value addition we have done is to connect the consumer to the brand," Nair adds, as he talks of the strategic shift in the commercials, from the ambassador championing the product to consumer stories.
The campaign on television is being supported by print. It will take a larger shape from May, with educational programmes at the buying level and digital promotions as the monsoon sets in. A new website is also on the cards.
"Our job is to ensure that we reach maximum people. There will be a lot of on-ground activation that will educate people on the need for pure water," says Nair.
Stressing on more aggressive marketing and communication, Gupta says, "We are in an upcoming segment and people need to be educated. Our product is a necessity and is also aspirational. Both the technological superiority and the aspirational nature will show in the communication."
Ad spends of around Rs 35 crore have been earmarked for the year, says Gupta.