Kinetic’s Kine vrooms from Contract to Everest

Kinetic Motor Company has awarded the creative duties for Kine, its two-wheeler brand for women, to Everest Brand Solutions, Mumbai. The account is moving from Contract and its size is estimated to be around Rs 5 crore.

The other brands under the Kinetic umbrella, Nova, 4S, Boss, Velocity and the about to be launched Blaze (which was earlier to be named Millennium), are currently handled by Grey Worldwide. The media duties for all the Kinetic brands, including Kine, are with Madison.

Confirming this development to agencyfaqs!, Ajinkya Firodia, general manager, marketing, Kinetic Motor Company, remarks, “The Everest creative team largely comprises young people, who have a lot of experience with two-wheelers and automobile brands from their previous jobs. And I feel an agency is known by the people who work there. Everest seems to be on an upswing right now and we think it will do a good job on Kine.”

Firodia had met the Everest team in December 2005, when Kinetic had called for a pitch for the Kinetic Euro, which will be launched in two or three months. “Depending on Everest’s work on Kine, we may empanel the agency for the launch of Euro as well,” says Firodia. The advertising duties for Euro are still to be formalised. An official decision on this is expected in the next month or so.

Aniruddha Banerjee, COO, Everest Brand Solutions, remarks, “Currently, we are not in a position to disclose our strategy for Kine. However, keeping in view that all the ads in the two-wheeler market look the same, we hope to make creatives that are not only different, but will disrupt the whole category.”

The media mix for the new campaign will involve television, print, outdoor and below the line activities such as on-ground events and college promotions.

For the record, the Kinetic Zing was launched around two years ago, and renamed the Kine in mid-2005.

© 2006 agencyfaqs!