The agency will be involved in the entire gamut of integrated communications for the spice brand. Malayalam actress Manju Warrier is the brand ambassador
BestMediaInfo Bureau | Delhi | January 14, 2016
Kitchen Treasures, from the house of Synthite, a leading producer of value added spices, has awarded the creative duties and the entire gamut of integrated communications mandate to Push Integrated Communications. The Kitchen Treasures account will be serviced out of the agency’s Bengaluru office.
Push bagged the mandate on the basis of their creative and strategic strengths. Their recommendations created both value and differentiation for the brand in a crowded category. will handle the product and corporate communication in the form of campaigns and collaterals as well as internal communication and branding. This would include Kitchen Treasures’ line of spices, masalas, pastes, noodles and sauces.
Kitchen Treasures has signed noted Malayalam film actress Manju Warrier as their brand ambassador who in her personal capacity has passionately espoused the cause of food safety and is known for supporting the concept of seed to table and good food/living.
Push has already initiated work on the brand with a TVC – ‘Peace of Mind’ campaign starring Manju Warier – which is currently being aired on 15 Malayalam channels. In addition to the TVC, the brand has also deployed close to 100 hoardings across Kerala.
Ashok Mani, MD & CEO, Intergrow Foods and Beverages, said, "Kitchen treasures is now at a very crucial juncture of its journey in the attempt to be the largest brand out of South India within the next five years. With the backing of Synthite, Kitchen Treasures has vast amount of experience in the product and production space and its fast growing and robust R&D set-up gives it an ever growing retail network. The important piece in completing this puzzle was the right set of marketing and communication skills and that's where I felt, Push would be the right partner to take us forward. Push Integrated’s understanding of the consumer space and their simplicity in achieving communication conveyed to masses is what has impressed us. Shrikumar and I clicked at the very first meeting. He brings vast experience in terms of the Malayalee consumer understanding.”
Shrikumar Menon, MD, Push Integrated, said, “Kitchen Treasures is a win that I am immensly proud of. It is a challenging category and the space requires a player of great integrity. When adulterated products are causing health hazards to society, it is important that brands of stature change the consumer perception through products of great quality. Ashok Mani represents a mindset that is a boon to the packaged foods business. For us this is an opportunity to create some great advertising that builds confidence with the consumers.”
Anil Rajgopal, CEO, Push Integrated, said, “Kitchen Treasures is poised to be a leading national brand with a great pedigree, knowledge leadership and ethically sound. These are key markers for a winner brand. We are thrilled to win this account, especially since the brand owners are extremely focussed and passionate about their business and products. Ashok Mani is a dream client. We look forward to create some magic and partner their journey to market leadership.”
Kitchen Treasures was born from the house of Synthite, a leading global company with over four decades of experience in the food industry. Today, Kitchen Treasures has within one and a half years of its inception, has overtaken a host of competitors to become the fastest growing food brand in Kerala. The Rs 1,500 crore Synthite group commands over 40 per cent of the global value-added spice market and is the world’s largest chilly processor.
Founded in 2007, Push Integrated offers integrated communication solutions including communication strategy, creative development, execution, public relations, media solutions, digital strategy, activation, film production and event management.
The agency's clientele includes names such as Kalyan Jewellers, Manappuram Gold Loan, Wrangler Jeans, Malayala Manorama TV, KDD, AVT Premium, Dhanuka Agritech and Etisalat.