The consumer business of RR Kabel has awarded its brand and communications mandate to Mumbai-based brand and communications consultancy, Tilt Brand Solutions.
RR Kabel had earlier announced the acquisition of Luminous Home Electrical business from Schneider. The company said, “This acquisition would further strengthen RR Kabel’s consumer electricals business which has a diversified portfolio of fans, lights and appliances.”
Tilt Brand Solutions in this partnership is tasked to conceive, create and execute a robust brand strategy platform for the FMEG space of RR Kabel and an always-on communication programme for the portfolio.
Vivek Abrol, CEO – FMEG of RR Kabel, said, “We are now moving into an expansion phase with the acquisition of the Luminous – Home Electrical Business. This now bolsters our product portfolio and vision to be a leading player in the FMEG category. We had worked closely with the Tilt team over the last few months on the RR consumer brand and are thrilled to bring them on board now as a long-term partner. With brand capabilities of team Tilt, and their all-in mindset and approach, we are excited to partner with them on our journey of building a meaningful branded portfolio in an ever-evolving category.”
Rajiv Chatterjee, Co-founder and CBO, Tilt Brand Solutions, added, “It is indeed very encouraging for us that the consumer electrical business of RR Kabel has entrusted us to build their vast portfolio. We passionately believe in RR Kabel’s - FMEG ambition and ability to be seen as a leader in this category, in terms of both, quality and understanding of the consumer; and we will bring to bear all that we have, to fulfil the rightful ambition of Vivek and the rest of the RR team.”