Law & Kenneth to handle creative duties of Kent Water Purifiers

Law & Kenneth - India's first 'free-minded agency', recently, won the creative duties for Kent Water Purifiers. And, there was no pitch called for the account.

On the win, Adgully spoke to Anil Nair, CEO and Managing Partner, Law & Kenneth and asked about its approach, he said, "Kent is a successful brand and has developed its own code of advertising in the last few years. Our approach was not about what the next advertising campaign for Kent but it was focused on the overall brand positioning for Kent brand keeping the evolving consumer behavior towards this category."

Nair further added, "The size of the account in terms of spend is estimated to be around Rs 35 crore. And, TV will be key media vehicle given our reach objectives. However Print, retail media and online will have a substantial thrust as well."

However, Law & Kenneth won the business in March 2010 itself. Since then it has been working on the account to create a television campaign which is now on-air during the DLF Indian Premiere League (IPL) 2010 matches. Going ahead, Law & Kenneth's another 360-degree campaign is also on the cards which will be seen after few months.