JK Tyres launches 10 new products across four cities

| < a href = '/news/corporate-brand-marketing' > Marketing | November 15, 2013 | News

JK Tyres recently held launch events at five star properties in Kolkata, Chennai, Mumbai and Delhi to unveil 10 new products in four categories and also showcase 60 existing products. engage4more bagged the multi-city project via a multi-agency pitch. The agency won the duties on a turn-key basis and its role included celebrity management, creatives, AV production and running the show.

The timeline of the four events was within 20 days and the agency was given the go-ahead 10 days before the first launch event. The events, which ended on Oct. 25 were attended by the brand's trade and employees (regional leadership, sales and service staff).

Speaking about the event, Nishant Parashar, Director, engage4more said: "JK Tyres is a new client for us and is a new category altogether for us! Every new account poses a few challenges in terms of getting inducted into a new system but I am proud of my team for successfully delivering the project despite of tight timelines and variety of other challenges. Our core promise is engagement and I am very happy to mention that all our efforts delivered great deal of interactions with the stakeholders."

Commenting on the agency's execution, Abhishek Pandey, Sr. Product Manager - LCV & Farm, JK Tyres & Industries said: "engage4more handled all four events exceptionally well and very professionally. The setups were extremely elaborate and time taking, but they deployed a huge team to finish off the setup within the stipulated time period. The team was extremely efficient on the creative front as well, where their team reverted well within timelines. The entertainment options suggested by them were highly appreciated by our channel partners who attended the events. Overall our experience was really good with the agency and we would definitely look at taking their services in the future as well."

The theme was ‘Future Ready' where each product category had been unveiled with a new choreography act. These acts were conceptualised by engage4more in association with Zenith Dance Academy with four completely different acts brought out association between the dance form and the product category. A musical invite with a synthesised voice was also used to bring in a surprise element. Theme based performances by Raghav Sachar enhanced the mood of the evening with a fusion performance followed by the Tron dance act, UV performance, acrobatic dance and contemporary dance act.

Commenting on the event, Parashar said: "The biggest challenge of the event was to turn around the setup of one large stage and six space demanding display units in the ball rooms. All 60 tyres had to be given an elegant display besides focus lights and product specs display. Also, each of these display units had a dedicated video unit about the category."

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engage4more won a multi-agency pitch to conceptualise and execute the multi-city launch.

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