Tilt Brand Solutions will conceptualise a robust brand strategy platform for the FMEG business of RR Kabel. The cable company had acquired Luminous Home Electrical business from Schneider Electric, with the aim to strengthen its FMEG category.
July 15, 2022
RR Kabel has awarded its Brand & Communications account for FMEG business to – Tilt Brand Solutions, which is a Mumbai-based brand and communications consultancy firm. As published in media reports – the brand and communication company will be responsible to conceive, create, and execute a robust brand strategy platform for the FMEG business of RR Kabel as well as an always-on communication programme.
Watch: Wire & Cable Industry Year Review
About the partnership with Tilt Brand Solutions, Mr. Vivek Abrol, CEO – FMEG of RR Kabel, said, “We had worked closely with the Tilt team over the last few months on RR consumer brand and are thrilled to bring them on board now as a long term partner. With brand capabilities of team Tilt, and their all-in mindset and approach, we are excited to partner with them on our journey of building a meaningful branded portfolio in an ever-evolving category.”
A few months ago, RR Kabel announced the acquisition of Luminous Home Electrical business from Schneider Electric. The acquisition is aimed at further strengthening of the consumer electrical business consisting of a diversified portfolio of fans, lights, and appliances.
Also Read: RR Kabel announces Scholarships of more than INR 1 crore
Speaking about the tie-up, Mr. Rajiv Chatterjee, Co-Founder & CBO, Tilt Brand Solutions, says, “We passionately believe in RR Kabel’s – FMEG ambition and ability to be seen as a leader in this category, in terms of both, quality and understanding of the consumer; and we will bring to bear all that we have, to fulfil the rightful ambition of Vivek and the rest of the RR team.”
