JWT Chennai wins RmKV Silks business

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | March 10, 2011
The incumbent on the business is Grey.

JWT Chennai has won the creative mandate for RmKV Silks, a well-known sari manufacturer of South India. A member of the senior management team at the agency has confirmed the win to afaqs!.

The incumbent agency on the business is Grey.

Last month, afaqs! had reported that the RmKV authorities were on the lookout for a new creative agency.

Grey, JWT, Ogilvy India, Fifth Estate Communications, and Hammer India had also pitched for the business. The participating agencies had made their respective presentations by mid-February. The result was declared soon after.

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

Earlier, Mudra handled the creative duties for RmKV Silks. It may be recalled that in 2007, the agency had created an ad campaign that featured the well-known South Indian actor Jyothika. Her wedding day was fast approaching at the time and the campaign cashed in on this fact by asking consumers to advice her on the colour of her wedding sari. Television, radio, print and outdoor media were used to promote the brand in that campaign.

As part of the campaign, RmKV designed a sari with 50,000 colours in it to showcase the product's vast range of available options. The ad campaign was very popular, and received responses from hundreds of consumers.

It remains to be seen how the triumphant team at JWT Chennai takes the creative mandate forward.

For the record, 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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