Campaign India Team
Dec 07, 2012

KamaSutra steps into the energy drink category; launches KS E Drink

This is the third extension for the brand, which is already present in condoms and deodorants categories

KamaSutra steps into the energy drink category; launches KS E Drink

KamaSutra, the personal care brand from the house of Raymond, has launched an energy drink called KS E Drink. According to the brand, the energy drink market is valued currently at 200 crores and the brand aims to establish itself through its bold identity and positioning.

Commenting on the launch, Gautam Singhania, chairman and managing director, Raymond said, “Over the years, Raymond has epitomised the picture of the alpha male who is bold, fun, adventurous and energetic. In keeping with this positioning of the brand , we launched KamaSutra condoms 20 years ago with an innovative and interesting marketing campaign. Today, the brand has a range of men’s and women’s deodorants in exciting variants and fragrances, in addition to condoms. The Energy Drink is the newest addition to the KS product portfolio that strengthens this bold and young positioning of the brand and thus becomes a natural extension for the KS brand."

Aniruddha Deshmukh, president – textiles, Raymond, added, “Over the years, KamaSutra has evolved into an iconic, urban and premium brand. The KS brand was extended into the deodorants category in 2008 and has seen a tremendous growth in the past five years. The core values of power and potency coupled with the premium imagery of the brand ensures a perfect fit with the category. We are confident that the sensuality of the KS brand will enable KS E Drinks to carve out a differentiated proposition for itself in the rather competitive Indian energy drinks market, which is is estimated to  grow at the rate of about 33 per cent.“

On the marketing campaign planned for the product, Ranju Kumar Mohan, director and business head, JK Ansell, said, “Our campaigns are always striking. Our approach will be different compared to other players in the category. We are working on a campaign and will be looking to release it we roll out the product. We start our distribution from 10 December onwards. We want to be there at the right time and at the right place in terms of the campaign. Events are going to be a major part of our marketing campaign and we will also be looking to be present in the right kind of outlets and chains to begin with. We need to make people like the products so we will be looking at a lot of sampling too. We need to get people to taste it."

"Everyone knows about ‘KS power’ and we will be talking about it through our campaign. That will be our singular thought for the campaign. We are working with Interface and a couple of other agencies to create the campaign. We will not be looking to get to TV in the short term”, added Mohan.

The drink will be available in two flavours, and will be priced at Rs 95. The brand plans to be available in metros over the next six months.

Campaign India