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KEI Industries: BC Web Wise wins digital mandate

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MUMBAI: Leading full-service digital agency, BC Web Wise, has announced that it has secured the digital marketing duties for KEI Industries Limited, following a multi-agency pitch. The account will be managed by the agency’s Delhi office.

KEI Industries Ltd, is one of the leading players in the wires & cables industry. The company is among the largest manufacturers of Electrical wires & cables in India has a large presence in turnkey EPC solutions for electrical and power-related projects. KEI also offers products for domestic household applications under its House wire range.

As the agency on record, BC Web Wise will be responsible for end-to-end digital strategy services for KEI. The mandate includes building a mobile-first presence for the brand in addition to creative strategy, online PR, social media management, and media planning.

Anil Gupta, chairman and managing director, KEI Industries Ltd., says, “KEI has always been a leading player in the Wires and Cables category. For five decades, we have catered to diverse industries. Our requirement for a digital agency was driven by the decision to get more aggressive in the house wire segment. In the coming years, we want to find a place in every Indian household. BC Web Wise impressed us with its experienced team and clear strategy to help us meet our business objectives. I look forward to working with them.”

Speaking about the win, Chaaya Baradhwaaj, Founder-MD, BC Web Wise says, “We are glad to be extending our digital services to KEI. The brand has been synonymous with engineering brilliance and is one of the most flourishing businesses in the power industry. Seeing as the electrical cable category lacks a much needed social media connect with the consumer, we are here to build that bond and create a strong digital base for KEI.”

Harshit Agrawal, Group Account Director, BC Web Wise adds, “KEI is one of the most respected industrial brands in its category and associating with them is certainly a matter of pride for us. Our vision is to make it one of the most talked about brands among end-users i.e. the social media savvy home and office owners of today. We have put in great efforts towards creating effective messaging to bridge the gap and build sustainable digital engagement with the core audience.”

Well-known in the B2B space for its unique product range, KEI’s digital focus will be on increasing mindshare among end-users of its offerings for domestic households. Greater online visibility and social engagement will play a key role in improving its brand recall among the social media savvy and quality-conscious consumers in that segment.

BC Web Wise managed the digital launch and amplification of KEI’s latest TVC featuring Irrfan Khan with the new brand positioning of #JodeDiloKeTaar. The agency created an online teaser campaign based on the storyline of the new TVC. In order to unlock the TVC, fans and followers were invited to share tips on being a ‘khaas padosi’ with Irrfan on an interactive microsite (http://www.kei-ind.com/irrfankhan/) created especially for the campaign.

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