Brand Curry has bagged the creative and media duties of Indo Asian’s switchgear business. A pitch was called in the month of April and four agencies had taken part in it – Mudra, 361 Degree, Ilum Design and Brand Curry. There were three rounds of presentations before the company chose Brand Curry as its preferred partner. The business is estimated to be in the range of Rs 6-8 crore.
It is to be noted the Indo Asian, an electrical equipment major specialising in manufacturing and marketing of a wide range of high-tech electrical products, operates in two different business categories – Switchgear is one and Lighting, Wire, Meter business is the other. It was in July 2010 that Legrand, a French electric equipment maker, bought the switchgear business of Indo Asian Fusegear Ltd for approximately Rs 600 crore.
It is after a long gap that Indo Asian is coming out with marketing initiatives. The communication strategies will now be designed at a group level as both the companies operate under the same group.
Confirming the development to exchange4media and speaking on the marketing strategies for the brand, Mohit Gauba, Head - Channel Marketing and Marcomm, Indo Asian, said, “As Legrand and Indo Asian joined hands, we wanted to come out with a new thought process that is in conjunction with Legrand’s brand philosophy. We have planned a lot for the next five years, including strengthening the existing product portfolio and expanding it with inclusion of products from Legrand’s bouquet. That kind of expansion would require strategic inputs, and we found Brand Curry as our perfect strategic communications partner. We chose them as they have good knowledge of our business, having worked with us six years ago and also have great understanding of MNC culture and philosophies.”
Speaking on what Brand Curry did different from other participating agencies, Rajshekhar Malaviya, Vice President, Account Management, Brand Curry, said “We did not approach this pitch in the conventional advertising way of pitching. We scored because we were more focused on market perspectives. We proposed creative solutions to their marketing problems. That’s where it really worked for us. We plan to do a 360 degree communication exercise for the brand in order to make sure that it becomes a recognised and bigger brand in retail and non-retail segment.”
The agency has already started working on the brand’s communication activities. The medium of choice would be print, radio, digital and on-ground. While main focus in print would be on trade journals, the agency plans to put a lot of thrust on BTL activities targeted at various stakeholders of the business.
“We coined ‘Power is Joy’ brand positioning for Indo Asian last time we worked with them. The idea is to take that positioning ahead and relate it with all the stakeholders in the process like retailers, electricians and consultants to make the brand their preferred choice. We will not launch a unilateral campaign and promote it, but design different campaigns for different stakeholders in order to create a perfect connect. The communication activities will start by the end of July,” informed Ratno Rudra, Creative Director, Brand Curry.