Following a multi-agency pitch, Brand Curry has been assigned the advertising duties for four brands from the Fena Pvt Ltd stable - Fena, Nip, Impact, and Para. Brand Curry has been signed on for a period of two years and will be handling the creative duties as well as the media duties, which it will share with current media agency Allied Media. The account size has been pegged at Rs 15 crore.
Subrata Chakraborty, Managing Director, Brand Curry, led the agency pitch, along with Director Ratno Rudra and ACD Amitaabh Naval.
Commenting on the win, Chakraborty said, “In the quintessential India versus Bharat story, it’s the cauldron of Bharat that is bubbling more. This poses a bigger challenge (of consumer connect) to brands like Fena, which is straddling both India and Bharat. We offered a framework of consumer connect for brands operating in this space. That, I guess, worked the decision in our favour.”
He further said, “For Amitaabh, who has in the past worked at O&M, these brands present a new kind of challenge, since the target audiences straddle several income, and social milieus and habits in different areas of the country differ widely.”
Towards the pitch, the agency claims to have conducted extensive research in several markets before arriving at a set of startling insights, and was thus able to present strategy and creative that would help the brand change the rules of the game, once again.
Brand Curry won the business in a multi-agency pitch and has been signed on for a period of two years during which it will handle four brands - Fena, Nip, Impact, and Para. Fena Detergent is sold as both powder and cake, Nip is a dishwashing liquid and cake, Para is a detergent powder, and Impact is a detergent for machine wash in the semi-premium segment.The account size is Rs 15 crore.
Fena is a first generation entrepreneurial venture, which was started in 1976 by Dalip Jolly with very modest resources. He was soon joined by his brother Pradeep Jolly for the venture that was christened Syndet & Chemical Industries. The name of the enterprise was later changed to Fena Pvt Ltd, Fena being the first and flagship brand of the company. Fena Detergent is sold in both powder and cake forms. The other brands of the company include Nip, a dishwashing liquid and cake; Para, a detergent powder; and Impact, a detergent for washing machines in the semi-premium segment.
Meanwhile, multi-media campaigns for all four brands are underway.