Kent RO Systems, the makers of Kent RO Water Purifiers have appointed Law & Kenneth as its creative agency. There was no pitching process involved. Earlier the account was handled by Glaze Ads. The account is estimated to be worth Rs.35 crore.

On the win, Mahesh Gupta, chairman, Kent RO Systems commented on the development, “We were looking for a fresh strategy. Law & Kenneth came up with a concept that was impressive.”

The campaign designed by Law & Kenneth would feature five television commercial in a series. The earlier ads would emphasize on the product and it’s USP, the unique three-stage purification process. The next series of ads will revolve around consumer stories aimed at building awareness about impure water being a major source for diseases.
Anil S Nair, Chief Executive Officer and Managing Partner, Law & Kenneth confirmed the news and added, “The product mechanism is complex and the communication needs to simplify it for the consumer. From shaping the brand, the objective now changes a bit to driving the superiority of the brand. We are moving from awareness to the advantage space in communication. The product continues to be the hero. The value addition we have done is to connect the consumer to the brand.”

The campaign will be supported by print media, along with educational programs during monsoons and digital promotions.

“Our job is to ensure that we reach maximum people. There will be a lot of on-ground activation that will educate people on the need for pure water.” concluded Nair.