Dentsu Creative Webchutney Wins Strategy & Creative Mandate For Rak Ceramics India & Kludi India

Driving Growth in India’s Rapidly Expanding Home Solutions Sector… 

Dentsu Creative Webchutney has bagged the strategy and creative mandate for RAK Ceramics India and KLUDI India. The account was won following a multi-agency pitch and will be serviced from the agency’s Bengaluru office.

RAK Ceramics, one of the world’s largest ceramic brands with a presence in over 150 countries, is set to launch a bold brand refresh in India. KLUDI, the luxury German sanitaryware brand known for precision engineering and iconic design, aims to elevate contemporary Indian bathrooms with sophistication and innovation. Together, they represent the future of aspirational, world-class living spaces in India.

As per the mandate, Dentsu Creative Webchutney will architect the strategic and creative blueprint for both brands, building distinctive, design-led identities that resonate with India’s modern consumers. Leveraging creativity, technology, and data intelligence, the agency will craft compelling brand stories that connect deeply with the country’s evolving lifestyle aspirations.

Commenting on the partnership, Anisha Agarwal, Head Marketing, RAK Ceramics India Pvt. Ltd. & KLUDI India Pvt. Ltd. said, “This partnership with Dentsu Creative Webchutney is a pivotal step in elevating our brand’s positioning and building deeper connections with consumers. Under this mandate, dentsu will lead integrated creative campaigns across brand strategy, digital storytelling and experiential platforms, bringing to life our vision to redefine design and innovation in lifestyle spaces. We are excited about the journey ahead!”

Indrajeet Mookherjee, CEO, Dentsu Creative Webchutney added, “RAK and KLUDI are global leaders, and we are thrilled to shape the future of homes across India with them. From creating living rooms that balance comfort and flexibility, to transforming bathrooms into personal wellness havens, our focus is on delivering digital-first, meaningful experiences. Guided by dentsu’s Bharat vision, our storytelling will reach every corner of the country, connecting deeply with people and making every home a symbol of India’s ambition, spirit, and progress.”

 

About RAK Ceramics Pvt. Ltd.

RAK Ceramics ranks as the third largest group worldwide operating in the ceramics industry. Specialized in floors and surface coverings in ceramic and porcelain stoneware, tableware, sanitary ware and tapware, the company has a production capacity of 118 million square metres of tiles, 5 million sanitary fixtures, 36 million pieces of tableware and 2.6 million tapware elements per year in the company’s 23 avantgarde manufacturing plants in the United Arab Emirates, India, Bangladesh, and Europe. Founded in 1989 and headquartered in Ras al-Khaima, in the United Arab Emirates, RAK Ceramics supplies customers in over 150 countries through its network of operational hubs in Europe, Middle East and North Africa, Asia, North and South America and Australia.

RAK Ceramics is a publicly held company quoted on the Abu Dhabi Securities Exchange in the UAE and, as a group, has a yearly turnover of approximately 1 billion US dollars. In India, RAK Ceramics operates two state-of-the-art manufacturing units and a nationwide sales network, delivering affordable bathware, tiles, and faucets to leading commercial and residential projects across the country. 

KLUDI - The Shape of Water. Kludi GmbH & Co. KG

Founded in 1926 in the Sauerland region of Germany - stands for almost 100 years of experience in the development and manufacture of high quality fittings for bathrooms and kitchens. This tradition as a fittings specialist has given rise to the claim that KLUDI products uniquely combine excellent ‘German quality’, maximum functionality, innovative technologies and first-class design.

Time and again, KLUDI has provided important impetus for developments in the bathroom and kitchen with pioneering solutions. The medium-sized company based in Menden holds around 170 inventions and over 100 patents, as well as numerous prestigious design and innovation awards. Among other honors, KLUDI was recognized as one of the "TOP 100 Innovators" in the German SME sector in 2022. This year, the company was also awarded the Plus-X Award for "Highest Customer Satisfaction 2024" in the B2C business sector. In addition to its fully integrated main plant in Menden, Kludi manufactures fittings in Diósd, Hungary, and Ras Al Khaimah, United Arab Emirates, from where products are exported to over 100 countries including India. KLUDI has been part of the RAK Ceramics Group since 2022.

KLUDI will launch in India by late 2025 with a curated portfolio of premium products, establishing a nationwide presence and positioning itself as a distinctive player in the bathware and kitchen fittings market.

 About dentsu

Dentsu is an integrated growth and transformation partner to the world’s leading organizations. Founded in 1901 in Tokyo, Japan, and now present in over 110 countries and regions, it has a proven track record of nurturing and developing innovations, combining the talents of its global network of leadership brands to develop impactful and integrated growth solutions for clients. Dentsu delivers end-to-end experience transformation (EX) by integrating its services across Media, CXM, and Creative, while its business transformation (BX) mindset pushes the boundaries of transformation and sustainable growth for brands, people, and society. 

Dentsu, Innovating to Impact