Kent RO launches new TVC campaign to promote water purifier, air purifiers

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Ranked as India’s most trusted water purifier brand, Kent RO has introduced Air Purifiers through its new TVC campaign. After providing pure water through its wide range of RO Purifiers for so many years now the company will also offer clean air with its state- of -the art Air Purifiers.
Coinciding, with this vision, legendary bollywood actress and brand ambassador of the company, Hema Malini unveiled Kent RO’s new campaign designed to convey the importance of clean air along with the pure water.
Kent has introduced two models of Air Purifiers, Kent Aura and Kent Eternal. Both are HEPA pure technology based models that remove dangerous particulates from the air. HEPA filters have the efficiency to catch and trap indoor carcinogen particles like PM 2.5 the particulates (removes up-to 99.99 per cent), pollen, allergens, surface adhering mold, fine dust and clinging odour like hour cigarette smoke, foul smell or pet odour.
“This year’s new campaign, builds the focus to further drive the message that Kent RO offers a house of purity offering both pure water and pure air. The new campaign centered on the double role of brand ambassador with differentiated colour schemes Blue for water and Pink for air,” says Chairman, Kent RO Systems, Dr Mahesh Gupta.
Kent has been gradually adding new business verticals to its portfolio. Water Purifiers are what KENT RO is best known for, but the company has a growing line of other products including Air-Purifiers. In addition, Kent has recently added to its portfolio Car Air Purifiers, Bed Cleaners, Vacuum Cleaners and Cold Pressed Juicers. The new TVC campaign is for Water Purifier and Air Purifier.
Commenting on the scope of Air Purifier market Gupta said, “Air purifier’s market in India is forecast to reach US$ 209 million by 2021, due to rising awareness about the impact of indoor and outdoor pollution on human health and growing consumer awareness about benefits of using air purifiers. Increasing air pollution across the country due to expanding vehicle fleet size is leading to higher emission of harmful particulate matter. Realizing the lag for this product and the enormous need for clean air in country like India, the company ventured into Air Purifier segment as well.”
“In pursuit of purity, the company aims to make quality healthcare accessible to all customers and offers a wide range of products that are simple to understand and easy to use, while also giving them more value for their money,” added Gupta.
The market for RO water purifiers in India is growing at CAGR 24 per cent and it will touch 2.48 million units in next 2 years. However in terms of penetration it is less than one per cent. Enjoying 40 per cent share in the RO market, Kent RO is looking at Rs 1,000 crore turnover by 2016-17. The company which has its manufacturing unit in Roorkee is planning to set up another manufacturing facility with an investment of Rs 100 crore along with added product line including air purifiers, cold process juicers etc.

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