Brand Curry, the full service agency catering to advertising, consumer research, brand consultancy, and corporate identity, is on an account-winning spree. After bagging the Corner Bookstore account recently, the agency has now got the creative duties of Indo Asian.
Indo Asian is a 40-year old company that manufactures and markets a wide range of electrical control and protection equipment. Its name is synonymous with high quality in the field of electrical distribution and protection equipment in India, Asia and other developed countries.
The account size was upwards of Rs 3.5 crore, informed Sabu Paul, Chief Creative Officer, Brand Curry.
Asserting the fact that Indo Asian needed a marketing partner, Paul said, “We approached the brand from a human angle as opposed to the product centric angle. The brand was looked at from the consumer’s point of view.”
Further pointing out the reason that helped Brand Curry emerge the winner, Subrata Chakraborty, Director, Brand Curry, said, “We approached them as a brand consulting agency and not as a conventional advertising agency. We provided them with the solution of brand building, which involves not just end consumers, but also intermediaries like electricians, retailers, architects, projects, etc. We also gave them solutions for employee brand building as well.”
According to sources in the industry, five agencies were involved in the pitch process (though names were not disclosed). Devneeta Pahuja, Manager-Corporate Communication, Indo Asian, said, “We zeroed in on Brand Curry because of their creative capability. They understand the platform where we operate.”
While enumerating the dedication that was showcased by a middle level agency, Pahuja said, “Brand Curry is going to be a brand communication consultant to us. We want to raise the perception of our company and we feel that Brand Curry will help us in that aspect.”
Brand Curry will work on the brand at a multi-media level for which the campaign is likely to be rolled out in early 2006.