Ink-Sink-Erator, a division of Emerson Electric Co, is the world's largest manufacturer of food waste-disposal units and hot water dispensers. The product category is relatively new to India, and GCI's main challenge will be to create awareness about the concept and the brand.
GCI spokesperson Swati Katakam said that the agency was appointed largely on the basis of previous work done by Grey Worldwide (India) for SRM's parent company RBS Home Appliances. According to industry sources, the agency beat Percept Profile in the final stages of a multi-agency pitch.
GCI will focus on media relations, targeting the major dailies, lifestyle and trade magazines as well as some financial publications. The agency is also exploiting a word-of-mouth strategy and has installed the product in high-end restaurants as well as the homes of some celebrities and editors.
GCI will also work on other kitchen-related products for the client, which are expected to be introduced in the near future.