Grey Bengaluru has announced that it has won Kirtilal Kalidas Group creative duties . The account size is approximately Rs 12 crore and Grey won the account in a pitch with Mudra South.
JWT Bengaluru was the previous agency. Mindshare will continue to handle the media duties. The group , according to Grey sources will reveal a new brand identity soon, which will be supported by a pan-India campaign involving print, television and OOH.
Sham Ramachandran, Creative Director, Grey Bangalore, while speaking about the creative strategy said, “Our creative renditions will bring the design and craftsmanship into focus because jewellery is a critical form of self expression for a woman. Also, beautifully crafted diamond jewellery in itself has a story to tell In terms of art, we want to develop an identity for the brand that combines modernity and tradition.”
Gibson Vedamani, Executive Director, Kirtilal Kalidas Group, says, “This is a crucial year because we have major expansion plans in terms of retail outlets and boutiques. We felt that Grey had a thorough understanding of the luxury market. Its creative approach was focused on design and positioned the brand in a distinct and superior manner. That made it an easy decision for us.”
Hari Krishnan, Associate Vice-President and branch head, Grey Bengaluru, says, “The Indian luxury market has grown in size and mass luxury is now a reality. In this context, we felt that it was important for Kirtilal to differentiate itself, create desirability and become aspirational. That apart, we also presented a tactical strategy for specific markets to establish the group’s expertise in diamond jewellery.”
Krishnan feels that although a jewellery brand has the loyalty of its old customers, which can be sustained by word of mouth, new customers will only be attracted by other forms of advertising, such as television and print.
Kirtilal Kalidas Group retails gold and diamond jewellery.