afaqs! news bureau

RR Kabel appoints Tilt Brand Solutions as its Brand & Communication partner on record

The mandate has been awarded for The consumer business (FMEG – Fast Moving Electricals Goods).

The consumer business (FMEG – Fast Moving Electricals Goods) of RR Kabel has awarded its Brand & Communications mandate to Mumbai based Brand & Communications consultancy, Tilt Brand Solutions.

RR Kabel, one of the leading consumer electrical companies in India had earlier announced the acquisition of Luminous Home Electrical business from Schneider. This acquisition would further strengthen RR Kabel’s consumer electricals business which has a diversified portfolio of fans, lights & appliances.

Tilt Brand Solutions in this partnership is tasked to conceive, create and execute a robust brand strategy platform for the FMEG space of RR Kabel and an always-on communication programme for the portfolio.

Vivek Abrol, CEO – FMEG of RR Kabel said, “We are now moving into an expansion phase with the acquisition of the Luminous – Home Electrical Business. This now bolsters our product portfolio and vision to be a leading player in the FMEG category. We had worked closely with the Tilt team over the last few months on RR consumer brand and are thrilled to bring them on board now as a long term partner. With brand capabilities of team Tilt, and their all-in mindset and approach, we are excited to partner with them on our journey of building a meaningful branded portfolio in an ever-evolving category.”

Rajiv Chatterjee, co-founder & CBO, Tilt Brand Solutions added, “It is indeed very encouraging for us that the consumer electrical business of RR Kabel has entrusted us to build their vast portfolio. We passionately believe in RR Kabel’s - FMEG ambition and ability to be seen as a leader in this category, in terms of both, quality and understanding of the consumer; and we will bring to bear all that we have, to fulfil the rightful ambition of Vivek and the rest of the RR team”

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