Brand Curry has been appointed as the communication consultant for Bhopal-based Ramani Ice-Cream Company Pvt Ltd. The agency will be looking after the communication strategy of the company’s ice-cream and bakery products branded as Top ’N Town.
Brand Curry will also handle the communication for an education venture that the company proposes to get into within the next two months.
Subrata Chakraborty, Managing Director, Brand Curry, said, “We bagged the account on the basis of our credentials. They were impressed by our understanding of non-metro India and that clinched the decision in our favour.”
The company didn’t call for a formal pitch. It had approached 3-4 agencies in Delhi and ended up awarding the mandate to Brand Curry. Prior to this, the account was being handled by a local agency.
When queried on the size of the business, Chakraborty said, “It is immaterial for a communication consultant to give any importance to budgets because it operates on retainership format. We advise clients on all communication initiatives and not just only on advertising.”
However, according to rough estimates, the company intends to spend Rs 3 crore in the next six months across all the products.
Sharing his view on the communication strategy, Chakraborty said, “For dairy products one has to understand the middle class and the upper middle class emerging in the non-metros of India. We will do mindset positioning, which connects with the aspirations of emerging India.”
Speaking on the strategy for the education venture that the company plans to foray into, Chakraborty said, “Education is a sunrise industry, especially in the non-metros because there are increasingly confident middle class coming up in these areas and education is the first step towards greater development in life, therefore, the expanse is huge in non-metros.”