The Hindu Business Line : Interface bags Rs 7-cr account of UAE firm

INTERFACE Communications has bagged the advertising account of the UAE-based $40-million wall and floor tiles and sanitary ware company, RAK Ceramics. The account, worth Rs 6-7 crore, will include the entire gamut of mass media, direct marketing, and other below-the-line activities.

As RAK Ceramics is establishing its foothold in India, the communication exercise would include a lot of CRM activities with architects and engineers, as they play an important role in influencing the target audience, said Mr Nitin Bhagwat, CEO and Executive Director of Interface.

Mr Sunil Malesha, General Manager (India), said that the major focus would be on brand building and positioning RAK Ceramics as a brand, which offers variety not offered by other brands in India.

"Our focus would be on our differential product range," he added.

The brand would cater to the premium segment.

RAK Ceramics, which is present in 130 countries, has been in the Indian market since the past four years through the import route. The company is now poised for mega expansion and hopes to become the market leader in the coming years.

The company is shortly planning to launch its production facility in Samalkota in Kakinada district of Andhra Pradesh at an investment of Rs 220 crore.

It is also planning put in place an elaborate retail network across the country.

The company already has six showrooms in Mumbai, Pune, Ahmedabad, Kolhapur, and Kochi, and is shortly going to set up shops in Thiruvananthapuram, Chennai, New Delhi, and Surat.