Indiantelevision.com Team

(6 April 2010 2:40 pm)

MUMBAI: Kent RO Systems, the makers of water purifiers, has appointed Law & Kenneth to handle its creative account. Glaze Ads is the incumbent agency.

Says Law & Kenneth chief executive officer and managing partner Anil S Nair, "Kent RO is one of the few home grown companies which has taken on multinational brands like Hindustan Lever, Whirlpool and Philips."

The new campaign features a series of five television commercials. While the first set of ads talks about the unique three-stage purification process and other features of the product; the next set will use stories around the consumer's life to build awareness about impure water being a major source of most diseases.

Talking about the strategic shift in the commercials, Nair adds that the television campaign is being supported by print. "It will take a larger shape from May, with educational programmes at the buying level and digital promotions as the monsoon sets in," he says.