From Water Protection to Car Protection: Kent takes a new turn

The RO brand ropes in Shahrukh Khan for its maiden campaign to promote KENT CamEye.

Crime against women while travelling via public transport has been on the rise. Ironically, they are not even safe enough travelling in chauffeur-driven cars. And in several incidences, chauffeurs are also found guilty of committing crimes or misusing the vehicle due to a lack of any monitoring measures. Hence, it's imperative to ensure the safety and security of women and children while they travel alone as well as of the vehicle itself and this is where car-tracking devices come handy.

The auto ancillary market is flooded with brands like Xiaomi, MapMyIndia, Garmin, Procus etc. who offer vehicle tracking devices or 'Car Cameras'. The latest to join this space is popular water purifier brand - KENT - that has launched the KENT CamEye.

KENT CamEye

While there are a number of cheap dash cams and GPS trackers sold online and through brick and mortar stores, most of them fail to solve customers' pain-points and provide a holistic customer experience. Playing it smart, KENT CamEye amalgamates the benefits provided by both a dash cam and real-time GPS tracker into one device. What makes it a first-of-its-kind connected car camera, is the secondary camera facing the car's cabin. These are set up to record everything happening inside the car as well, complete with live-video streaming of both cameras on the mobile app.

The KENT CamEye is a 4G-powered, Plug and Play device which is installed on the front windshield/rear-view mirror of the car. It stores recorded video on secure cloud storage and syncs with the mobile app in real-time. The product comes with a built-in battery and memory backup so that it works even when the car is parked or outside network coverage.

The app is available for Android and iOS systems and the brand claims that historical data is retained for 90 days on the cloud. Aside from tracking the real-time GPS location of the car, CamEye also allows playback of a route travelled on the map. Moreover, it sends actionable alerts on the mobile phone when it detects something unusual, using Artificial Intelligence (AI).

Another great feature for families is that one device can be accessed by multiple users and one user can also manage multiple devices from a single app.

Varun Gupta

According to Varun Gupta, director, Kent RO systems, "Personal cars is just one small segment for this kind of device with multifunctional benefits. It should bring a paradigm shift in the way we look at the security of women in cabs, the safety of children in school buses, bringing in efficiencies in car fleets and trucks, and various benefits in many other commercial vehicle segments."

KENT CamEye is a result of over two years of R&D and in-depth understanding of the needs of various consumer groups. The product has been completely designed and developed in India.

The brand has a firm roadmap to launch a couple of new products in the security domain in this financial year.

To be sold at MRP 19,999, the KENT CamEye Car is currently available at a launch price of INR 17,999 along with with a three-month free subscription. From the fourth month onwards, there's an annual subscription charge of Rs 6,000 towards the cloud services and SIM cost.

Eyeing to grab the market early

Dash cams are a very popular product in international markets. However, they haven't really proliferated in India yet. So, with the launch of KENT CamEye, the brand aims to sell 75,000 units in this FY. The core TG for the brand are owners of chauffeur driven cars, in Sec A/A1 and premium car owners (car price being above Rs 10 lakhs). The brand is also targeting parents, especially fathers (in the age group of 30-55) with children (in the age group of 5-16), and expects maximum trials from Tier 1 cities.

KENT CamEye's maiden campaign featuring Shah Rukh Khan

To promote its new product, KENT has roped in Shah Rukh Khan as the brand ambassador. King Khan joins veteran actor Hema Malini, who has been promoting KENT water purifiers for over 15 years now. SRK will be seen endorsing Kent's new product range in various marketing and promotional campaigns. Print ads, TVCs and digital ads will be rolled out.

Another film released as part of the campaign

"We conducted in-depth research with various consumer groups which gave us insight into the psyche of the TG. The communication was then crafted basis that insight to better resonate with the TG," informs Gupta.

The campaign has been conceptualised and created by Jigsaw Pictures.

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The company is also planning to make all features available on a web portal for B2B users soon. It will allow fleet operators to manage hundreds and thousands of devices from a single window. It will also have many tailor-made features for large fleet operators that will enable them to deploy and manage multiple devices seamlessly.