Jawed Habib ropes in Katha Mediatix as creative agency

By Poojya Trivedi , afaqs!, New Delhi | In Advertising | January 17, 2011
The salon has roped in the agency to promote JH Hairxpreso salons, Jawed Habib Hair & Beauty Salons and Jawed Habib Academy (JHA).

Katha Mediatix recently branched out into a 360 degree marketing and communications setup, apart from just the OOH (out of home) vertical, which has been its core business. Two months later, the company has bagged the Rs 22 crore account of the salon chain of Jawed Habib Beauty and Hair.

The agency has signed a two year contract with the salon to handle its pan-India duties. Jawed Habib has more than 200 salons across the country.

The salon has roped in the agency to promote JH Hairxpreso salons, Jawed Habib Hair & Beauty Salons and Jawed Habib Academy (JHA).

The objective of the campaign is to spread awareness and brand positioning, while influencing the target audience to experience the respective brands and then create conviction and loyalty.

The agency essentially started off with creating a concept calendar for the Jawed Habib brand, "and gradually, as the ideas kept flowing and after a series of presentations, it took the shape of creating an organised brand communication for a sustained period," says Krishnendu Sen, chairperson, Katha Mediatix.

He adds, "The most important thing which we feel helped us bag the account is our understanding of the industry and Jawed Habib's mindset - and its different business formats with clear positioning. It's a hair culture and legacy which will be positioned."

The agency will use a mix of TV, print, OOH and digital media. "Jawed Habib Hair and Beauty has four business formats, with different target groups and objectives; therefore, different media will play different strategic roles," says Sen. The company will allocate the budget in the ratio of 60:20:20, with 60 per cent of the overall budget going to ATL (above the line), while BTL (below-the-line) and OOH will get 20 per cent each.

In November 2010, Katha forayed into new business verticals such as advertising, software content, digital and mobile marketing and media planning. It is aggressively looking at diversifying its business both pan-India and globally, and expects revenue of Rs 40-50 crore from the new business verticals in 2011.

The OOH specialist arm of Katha Mediatix has earlier signed a five year contract with Jawed Habib's salons to offer the brand a chance to talk to a captive audience.

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