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.

Digital marketing, that’s the buzz word for every marketer these days. Joining the bandwagon is none other than Parle. The company has signed Law and Kenneth as its Digital Media Agency. The move has been taken in a bid to stay ahead in the competition and make its presence felt in the online world.

Pravin Kulkarni general manager marketing, Parle products, said, “We will be increasing our focus on digital marketing. Parle will use all kinds of digital marketing formats to boost the visibility of the brand. The digital market is growing rapidly in India and the awareness level is quite high, especially in metros, mini-metros and tier I cities. It is the medium youth are engaged intensively in; and kids have also got into this media increasingly. So, we would like to make the most of it. Law & Kenneth has understood the mandate for our portfolio of brands. We will also launch the first digital campaign soon.”

Law and Kenneth would be responsible for Parle’s products like Digestive Marie, Melody, Monaco Smart chip, Hide & Seek, krackjack, and Parle G.

Anil K Nair, Managing partner for Digital Law & Kenneth also said, “We will look after the overall digital media strategy and will be responsible for conceptualization and development of the creative aspects of online advertising.”

Though Digital Law and Kenneth will take care of digital media strategy, online media buying will not be its concern.