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Industrial Products India, Industrial Manufacturers & Suppliers
 




 
   
 
 
 

Kirloskar group\'s television .....

Kirloskar group's television campaign for unified branding

The television commercial opens with a group of men standing out in the open discussing an engineering problem. The white foreigner among them suggests "Kirloskars" can deliver the solution.
This television commercial, or TVC, marks the entry of the nearly 125 year old, US $3.5 billion group into the select company of other old conglomerates with a group branding campaign.
"The advertising campaign is not new: we began it nearly three years ago for the Africa, Middle East and Europe markets. About six months ago we started one campaign for Kirloskars on English language news channels in India where the group's DNA of engineering capabilities was highlighted. We have a third campaign on regional language news channels advising people to use genuine Kirloskar spares," explained Vijay Varma, president, Kirloskar Proprietary. For an advertising averse group, this marked a major break from that tradition, Varma added.
Kirloskar Proprietary, set up in 1967, is a Kirloskar-family owned company which owns the brand and permits group companies to use the brand for a charge, much like the Tata group. In the past couple of years the company has moved beyond merely protecting the brand to actively promoting it.
Varma went on to say, "We began the group's TVC with the international markets since the group is not that well known in those markets. The broadcaster, CNN, has a footprint in Africa, Europe and the Middle East, where our objective was to show Kirloskar as being a harbinger of change for agriculture, power, cold storage, etc. Africa is the next big destination, there is a lot of development happening in the GCC area in the Middle East. Also, we are using the old colonial powers, France and Belgium,to target African countries. The Indian ad shows the group as a one-stop shop for any engineering solution for water and power generation."
Explaining the presence of the white skinned foreigner who suggests Kirloskar as a solution in the Indian TVC, Varma said, "There is a point of view in India that if a white foreigner suggests something, it is presumed to be the best. He is supposed to have had wider, global, experience on the basis of which he recommends `Kirloskar'."
The group comprises six listed and several unlisted companies with the three big companies, Kirloskar Brothers being a pump maker, Kirloskar Oil Engines the engine maker and Kirloskar Pneummatic Company the compressor maker.

"These commercials will evolve, as time goes by. We will run them, with some variants, for two-three years and then change as milestones are achieved. We have the necessary resources for this kind of brand promotion since we are paid by group companies for the use of the name," Varma said. Kirloskar Proprietary is spending between Rs. 10-12 crore annually on this brand promotion.
 

 
     
 
   
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