Mudra’s Interact Vision wins the Khaitan business

Interact Vision, Kolkata, a division of Mudra, has bagged the creative duties for Khaitan home appliances, switchgears, lights, wires and cables.

The incumbent agency for these businesses was JWT, Kolkata, which will now continue to handle the creative duties for other Khaitan accounts such as Khaitan fans, Khaitan pumps and the Khaitan cooler division.

The size of the business that has moved to Interact Vision is estimated to be around Rs 3-4 crore. However, the total media spent for the entire Khaitan portfolio is pegged to be around Rs 10 crore. Mindshare is the AOR for all Khaitan’s businesses.

Confirming the development to agencyfaqs!, SK Bajaj, AGM, advertising, Khaitan Industries, says, “JWT used to handle all the Khaitan brands. However, they were finding it difficult to manage so many projects at the same time. Since we liked some of the creatives done by Interact Vision, we awarded the business to them. There was no official pitch called for these businesses.”

The media mix for the campaign will include television, print and outdoor.

Sources in Mudra, Kolkata, say, “There is tremendous competition in all the product categories on which we will be working. Therefore, the challenge is to give Khaitan maximum visibility.”

For decades, the Khaitan name has been synonymous with quality fans in India. Now Khaitan is diversifying even further. It has added pumps, lights, home appliances, cables, wires and circuit breakers to its portfolio.

© 2005 agencyfaqs!