Bates141 has bagged the creative mandate for Nirula’s following a multi-agency pitch. Competing with four other leading agencies, it won the mandate on the basis of its in-depth and thorough understanding of the brand and their line of business. Bates141, Delhi, will be responsible for all ATL and BTL communications for Nirula’s that would help them connect with today’s young consumers.
Commenting on the win, Jayanto Banerjee, Executive Vice President, Bates141, said, “We are extremely excited to work with Nirula’s. For most of us, who have grown up with Nirula’s, it’s a privilege that goes beyond a usual client-agency relationship. We are eager to develop strategic and creative work that will help the brand reach the next level of customer connect.”
Commenting on their business and the choice of Bates 141, Sudipta Sengupta, Senior Vice President - Marketing and Sales, Nirula’s, said, “We were keen to work with an agency that understands today’s consumers and is capable of upholding our brand’s heritage and strengthening our brand’s bonds with young adults and families. Bates141 has a proven record in building global brands and we look forward to working with them in taking Brand Nirula’s across the country and abroad over the next few years.”
Nirula’s, a pioneer in the family style restaurant business in India, is looking at aggressive expansion across India. Today, Nirula’s Group operates hotels and restaurants at over 60 locations – restaurants under the brand name Nirula’s, casual dining restaurants called Potpourri, apart from Nirula’s Hotels. Nirula’s new retail formats include Express, Food Court Units, Fuel Station Units and Ice Cream Kiosks.