Curry Nation has been awarded the advertising duties for Borosil's new product range, Borosil Vision Glass, in a multi-agency pitch. The advertising duties of Borosil’s other range is handled by Chloropyll.
Talking about the focus of the communication strategy of Borosil Vision Glass, Priyanka Kheruka, Director, Borosil said, “The task at hand is to arrive at a strong communication platform for Borosil Vision Glass range. We would be focusing on advertising campaigns primarily through print, radio, digital platforms along with on-ground activities.” She also mentioned that this year the Borosil brand is planning to invest approximately Rs 6 to 7 crore in its marketing activities.
Borosil markets microwavable and flameproof kitchenware, glass tumblers through 5000 retail outlets.
Commenting on the account win, Priti Nair, Founder-Director, Curry Nation said, “There exists an opportunity to carve a niche for the brand and Borosil's equity in the market is an added advantage. It is a brand that we have grown up with and it makes us proud to be associated with a brand of Borosil's stature.”
“Glassware is usually seen through the paradigm of design. But there are so many more facets that are relevant in a consumer’s life space that haven’t been leveraged as yet. It is these consumer insights that we wish to leverage,” said Nagessh Pannaswami, Partner, Curry Nation.
In the kitchenware segment, Borosil is a one of the leading players in microwavable glassware in India.