Kenstar Appliances India has appointed Doosra Brand Communications, part of Aegis Media, to handle its creative mandate. This is the first client the agency's Delhi office has bagged after opening its operation in the national capital in July, this year. Under the mandate, the agency will be responsible for the above-the-line, point of sales and digital communication.
Kenstar was earlier handled by McCann Erickson.
Speaking about partnering with Doosra, R B Garg, COO, Kenstar, says, "Given the exponential growth we are seeing and our ambitious plans for the future, we were looking for a communications partner with experience and knowledge of insight-based communication and hunger for success. In Doosra, we saw an ideal partner."
Mirza says that Kenstar was a market leader in appliances but has not advertised for some time now. In the meantime, many other players have entered the market. So, the brand will have to not only fight competition but also increase its presence on television and other media.
The Mumbai-based agency opened its Delhi branch, headed by Vineet Neb, with a team of five to six people. Mirza says that Neb is building the team further. Mirza adds that both Mumbai and Delhi teams, which worked on Kenstar's brief during the pitch process, will jointly work on the creative.
Kenstar was established in 1996. The home appliance company has 28 sales and service offices, 300 service franchisees and over 3500 trade partners. The company's portfolio comprises food processors, microwave ovens, air coolers, vacuum cleaners and mixer grinders, among others.