Top Story


Home >> Advertising >> Article

Brand Curry bags creative duties of electrical equipment manufacturer Indo Asian

Font Size   16
Brand Curry bags creative duties of electrical equipment manufacturer Indo Asian

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.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...