KEI Industries, a player in the wires and cables market, has announced that it appointed BC Web Wise to handle its digital marketing duties. The agency's Delhi office will handle the account it won post a multi-agency pitch.
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, said, “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.”
Chaaya Baradhwaaj, founder-MD, BC Web Wise, said, “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, added, “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.”
BC Web Wise managed the digital launch of KEI’s recent TVC featuring Irrfan Khan. The film announced its 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 Khan on a microsite.
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Watch the film conceptualised by Ogilvy here