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JK Cement to go in for brand revamp; pitch on for creative agency
Six agencies are in the fray for this business, which is currently shared by BEI Confluence and TBWA Delhi
JK Cements is all set for a brand revamp, and it has called for a creative pitch. Although the names of the agencies couldn’t be ascertained, it is learnt that there are around six agencies in the fray.
The pitch process started last week, and a decision is expected by the third week of May.
JK Cements is a producer of grey and white cements. It manufactures white cement under the brand names JK White and Camel. It also has a brand called JK Wall Putty, which is a white cement based putty for cement plastered walls and ceilings.
At present, the creative duties for these businesses are shared by TBWA and BEI Confluence. But now, the company plans to consolidate the entire business with one agency.
agencyfaqs! has also learnt that JK Cements is ready to revamp the brand, providing it with a new look. The primary objective is to create better awareness in the white cement and putty category.
It has not been much into advertising of late, but with the brand revamp, JK Cements plans to be visible on both television and other media platforms. It is also looking forward to beef up its institutional and retail sales.
Though the source refused to divulge JK Cements’ advertising budget for the revamp, it is estimated that the business will be somewhere around Rs 5-7 crore.
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