Brand Curry has been on an account winning spree of late. The agency has added two new businesses to its kitty. Brand Curry has been appointed as the communication consultant for Jagran Group’s soon-to-be-launched FM radio venture. The size of the business is estimated to be Rs 5 crore plus.
The competitive pitch saw the participation of agencies such as FCB Ulka, Saatchi & Saatchi, M&C Saatchi, Mudra, Leo Burnett, K-Factor, besides Brand Curry.
Subrata Chakraborty, Managing Director, Brand Curry, said, “We respect the client for going for merit and not pedigree. Our insights on local communication had a stronger local connect.”
“Our strategic and creative presentation was competitive against other agencies,” added Ashish Sood, Creative Head, Brand Curry.
Jagran is currently busy getting eight of its FM stations on air – Karnal, Hissar, Gorakhpur, Ranchi, Varanasi, Agra, Bareilly and Jalandhar. The group would be aggressively looking at strengthening the Northern belt and is slated to add five more FM stations in the second round of expansion.
Speaking on the reasons for awarding the mandate to Brand Curry, Narendra Tripathi, CEO, Jagran FM, said, “Their creative and strategic approach was very prominent. They showed a lot of understanding of the markets we will operate in. Moreover, they have a very good creative team.”
The communication strategy for Jagran’s FM venture, according to Chakraborty, “will hinge around making the brand contemporary in the local context”.
Meanwhile, fashion brand Cantabil has also appointed Brand Curry as their communication consultant. Cantabil didn’t call for any pitch. Brand Curry approached them and on the basis of the strategic roadmap presented by them, they ended up bagging the account. The size of the business is pegged between Rs 3 crore and Rs 3.5 crore.
“We didn’t position ourselves as an ad agency, but gave them a holistic 360-degree brand building plan,” replied Chakraborty when queried on the factors for emerging the winner.
As part of the work, Brand Curry’s role would be to position Cantabil as a premium fashion alternative to North India’s youth, informed Chakraborty.