Sharing his thoughts on the association, Ashok Mani, (Managing Director & CEO), Intergrow Foods and Beverages Pvt. Ltd. Added, ” The important piece in completing the 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. Their understanding of the consumer space and their simplicity in achieving communication conveyed to masses is what has impressed me much.” “Shrikumar and I clicked at the very first meeting. He brings in vast experience in terms of the Malayalee consumer understanding. Communication isn’t effective if it’s just creates or enhances a brand, it needs to increase sales – that’s one point both of us stand by.”
For Kitchen Treasures, Push Integrated Communications 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.
Speaking on the win, Shrikumar Menon, Managing Director, Push Integrated Communications said, “Kitchen Treasures is a win that I am immensely 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 mind-set 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”.
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 based on the 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 the state of Kerala. The Kitchen Treasures account will be serviced out of the agency’s Bengaluru office.
Commenting on winning the mandate, Anil Rajgopal, Chief Executive Officer, Push Integrated Communications said, “Kitchen Treasures is poised to be a leading national brand. A great pedigree, knowledge, leadership and ethically sound 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”.
