RmKV Silks scouts for a creative partner

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | February 16, 2011
Currently, Grey is the brand's creative agency.

RmKV Silks, the well-known sari manufacturer of South India, is on the lookout for an advertising agency. Currently, the pitch process is underway in Chennai. The development has been confirmed to afaqs! by a spokesperson of RmKV Chennai.

The incumbent on the business is Grey. Agencies in the fray for the account include Grey, JWT, Ogilvy India, Fifth Estate Communications and Hammer India.

It is learnt that some of the participating agencies have already made their presentations, and the pitch process is expected to yield results by early next month. Earlier, Mudra has handled the creative duties for RmKV Silks.

Consumer Connect Communications (Chennai) is the media agency on the RmKV account. The agency has been handling the brand for the past two years.

It may be recalled that in 2007, Mudra created a memorable ad campaign for the brand. Popular South Indian actor Jyothika, whose wedding was around the corner at the time, was involved in the campaign. The interactive campaign quizzed consumers on the colour of her wedding sari. The campaign utilised television and radio spots, as well as print and outdoor space. RmKV even designed a sari with 50,000 colours in it in order to leverage the fact that the brand could offer a sari in absolutely any colour. Back then, hundreds of consumers responded to this initiative and called RmKV with their suggestions.

RmKV was founded in 1924 by Rm K Visvanatha Pillai. Today, the brand has showrooms in Chennai, Tirunelveli and Coimbatore. The brand is popular for its wedding silk saris, theme saris and family apparel.

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