Saatchi & Saatchi to share Cox & Kings with Law & Kenneth

The agency has bagged the outbound portfolio, which includes 'Duniya Dekho' and the NRI business The spends on these are expected to be upwards of Rs 10 crore

Saatchi & Saatchi has bagged the creative duties for Cox & Kings' outbound business. The business comprises of products such as 'Duniya Dekho' (world tours) and the NRI business. So far, the entire portfolio of Cox & Kings products was advertised by Law & Kenneth. Law & Kenneth will continue to advertise for the company's inbound business, which includes 'Bharat Dekho' (India tours) and ezeego1, the travel portal.

The estimated size of the 'Duniya Dekho' and NRI business is around Rs 10-12 crore. Media duties for Cox & Kings are with Group M's Mediaedge:cia.

Saatchi & Saatchi to share Cox & Kings with Law & Kenneth

Parveen Jiterwal

Commenting on why Cox & Kings decided to move a portion of the business to Saatchi & Saatchi, Parveen Jiterwal, general manager, advertising and marketing, Cox & Kings, says, "Compared to last year, our business has grown drastically. Therefore, we wanted another agency on board so that it's possible to manage our communication appropriately and release ads on time."

He continues, "Besides, Saatchi & Saatchi has had the experience of handling a travel brand in the past. It has in-depth knowledge of some of our contemporaries such as SOTC and Kuoni. They understand the travel business very well and we have to invest less time to get started with our communication."

Kamal Basu

"With high competition, it has become difficult to differentiate one travel business from another, as all of them are providing similar offerings. The way suggested by Saatchi for our brand brought value to the table, as it communicated and highlighted the core quality we have to offer," Jiterwal concludes.

Kamal Basu, executive vice-president and branch head, Saatchi & Saatchi, Mumbai, says, "We have earlier handled travel businesses such as SOTC. With that understanding, we were able to suggest suitable ways for the client to take his brand forward."

The media mix will initially be print, outdoor and other promotional activities, but it will later expand to include television and the Internet.

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