‘Integriti’ aligned with Bates Enterprise; account size upwards of Rs 7 crore

Bates Enterprise has been awarded the creative duties for ‘Integriti’, a fashion brand from Kewal Kiran Clothing Limited (KKCL), which owns the brand ‘Killer’ and ‘K-Lounge’. Bates Enterprise won this account as a result of a multi agency pitch in which many top-line agencies had participated. The size of the account exceeds Rs 7 crore.  

The incumbent advertising agency was ‘Think Theory’, which is their in-house agency. The media buying duties continue to rest with Prachar Communications. Earlier the media planning used to be handled by Bates Enterprise (then Enterprise Nexus) and the same will be continued by Bates Enterprise.  

Speaking about winning another brand from KKCL, Mohammed Khan, executive chairman, Bates Enterprise says, “It is very old and strong relationship we share with KCCL. We have been associated with Killer for a long time and have made it a big brand today.”  

Vikas Jain, director, KKCL echoes the same feelings as Khan. He says that it is the creative team at Bates Enterprise and the work done for Killer that has won their trust. “They provided us with a unique and ‘never-seen-before’ campaign and above all, gave a strategic direction about how to build ‘Integriti’ as a brand” he said.  

About the business, Charulata Ravi Kumar, executive V-P, Bates Enterprise, says “Integriti is a brand that knows, feels and drives the pulse of the youth of today. She further added that through their global tool, ‘Change Point Planning’ they analysed and evaluated the various change points that would impact the brand and the category.

“We will not just look at it from an advertising viewpoint but from the perspective of creating a brand experience for ‘Integriti’ over time” she stated.  

She said that the advertising campaign will be based on the idea that ‘You don’t describe fashion, you discover it.’ The media mix will also see major emphasis on new areas such as on- ground events and dialogues with the youth at various touch points. These will not include sales, offers or any such promotions. Apart from these, television, print, outdoor and radio will be used.  

For the record, KKCL has brands such as Killer, Lawman Pg 3, Easies, Integriti and K-Lounge under its name.  

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