IBD India assigned Rs 14-cr creative account of KC Milk

IBD India, a Percept-Hakuhodo Company, has won the creative duties of KC Milk, the flagship pasteurised milk brand of KC Diary Products. The account size is estimated at Rs 14 crore. The win comes on the back of a multi-agency pitch held in Chennai. IBD India will be responsible for revitalising the brand image of KC Milk. 

KC Milk has a rich history that goes back 25 years, when it was founded in the Dindugal District of Tamil Nadu. Since then, it has become a key player in the dairy market of Tamil Nadu and today has more than 10 branch offices across various districts of the state. 

S Kannan, Chief Marketing Officer, KC Diary Products, said, “We are very happy to partner with IBD as they bring with them in-depth knowledge and understanding of the category, which is key for creating effective advertising and communication. The strategic and creative approach we have seen from IBD is outstanding. They have brought fresh insights and a new thinking, which we believe will give us the desired impetus.” 

He further said, “KC is already a big brand in Tamil Nadu, especially so in the Southern part of the state. The company is planning to expand its presence in a big way and launch KC Milk & Curd with an integrated campaign.” 

Commenting on the win, Rahul Gupta, Managing Director, IBD, said, “We are consistently winning business of diverse nature and it gives us a sense of satisfaction to be able to cater to diverse industry businesses. Our deep understanding of consumers and our ability to create a long-term vision for ‘KC’ with excellent creative execution were the key factors for this win. We are very excited to have bagged this mandate to work with one of the strong and upcoming brands in the country.” 

For the record, KC sells roughly 1.1 lakh litres of milk per day with the turnover of Rs 200 crore. According to the company, by end-2020, the brand is expected to sell 5 lakh litres of milk per day. KC is also best known for its Curd, Ice Cream and Paneer products.