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rmg david, Maxus win ‘Knock Out’ pepper spray business in Delhi
The size of the creative duties is estimated to be around Rs 2 crore
‘Knock Out’, the self-defence pepper spray brand, has awarded its creative duties to rmg david, Delhi, and its media duties to Maxus, Delhi.
The size of the business, according to industry sources, is pegged to be around Rs 2 crore, as the product is being marketed in North India currently.
Knock Out, which was launched in Delhi in July, plans to expand to the rest of the northern states, followed by southern and western India.
RA Ghai, general manager, Knock Out, says, “There has been a spate of ugly incidents recently. Our mission with Knock Out is to strengthen the ‘weaker considered’ sex. In our pursuit of empowering them, we have found an able partner in rmg david. We look forward to taking the brand to the consumer aggressively through more ways than just advertising.”
Josy Paul, national chairman, rmg david, is of the opinion that this product is more of a public service effort than anything else. He says, “This is a great opportunity to make women strong. It is a huge social need today for women to fight back in this manner, particularly women who work late at night, who are very vulnerable to physical assault. As far as our communication is concerned, we won’t restrict it to advertising; we will also be looking at PR in a big way.”
Says Venugopal Chandrasekhar, vice-president and general manager, rmg david, Delhi, “It is our simplicity, our honest, down-to-earth approach, that was liked by the client. The creative we showed, based on a strong strategy, fell perfectly in sync with the client’s objective of making a hard-hitting impact on the consumer.”
Knock Out is a pepper spray that women can use to protect themselves against attempted molestation, rape or attack. The communication mix will primarily involve print, radio, interactions with NGOs and on-ground promotions, such as awareness activities in girls’ hostels and colleges, to create a buzz around the brand. Knock Out plans to become a national brand by the end of next year.
© 2005 agencyfaqs!