According to Swati Prakash, managing director at Cee Pee, the agency will promote products within Anjali's three main categories; kitchenware products, electric products and new launch cookware, which includes non-stick utensils.
This is the first time Anjali has organised a major PR effort. Prakash said that although products are widely used, information about the company's background and identity could be improved. 'We would focus on media relations, and communications for the dealer network, including work on corporate film and direct interaction with the target group,' he said.
Emphasis will be on the 300-strong product range, as well as the concepts including speed and convenience on which products are based.