Brand Curry, a full service agency, which is into advertising, comsumer research, brand consultancy, and corporate identity, has bagged the account of Corner Bookstore. Though the account size could not be ascertained, it was expected to be quite substantial, according to Sabu Paul, Chief Creative Officer, Brand Curry.
Corner Bookstore, one of the leading book chains in India, currently has 40 bookstores in 15 cities. The company has charted out a robust growth path and has plans to open six- eight stores per month and is planning to go beyond metros as well.
Till now, the company had been using freelance inputs from the industry, but now since the company is on an expansion spree, it needed a professional marketing and communication agency that could understand the brand perfectly and work in tandem with their growth pace.
Said Aalok Wadhwa, Chairman & Managing Director, Corner Bookstore, "So far, the need was only merchandising so rather than hiring agencies we were focusing on freelance inputs from the industry. But since we are growing at a rapid pace, we needed a professional partner who could keep pace with our growth, understand our brand and was willing to think out of the box."
Brand Curry has already started working on Corner Bookstore. As part of their work, they will be responsible for devising the communication strategy of Corner Bookstore. They will push the brand through mass media (hoardings, outdoors, direct marketing).
Commenting on the factor that worked for them, Paul said, "We decoded the brand correctly. We did a campaign, which fitted the brand perspective and our understanding of the values that the brand stand for helped us in winning the account."
Corner Bookstore met three to four leading agencies (the names were not divulged) and ended up choosing Brand Curry based on their reputation and their ability to understand the brand.
Elaborating on the reason for going in with Brand Curry, Wadhwa said, "Very few agencies understand retail. In retail, it is the service that you provide, advertising is not a solution, bringing innovation is important. Brand Curry has the enthusiasm, they understand our needs and have the ability to deliver solutions that go beyond classical advertising."
Some of the existing accounts of Brand Curry include Daawat Basmati Rice, Vertex (the UK-based BPO) and Merrino, Asia's largest manufacturer of decorative laminates.