Continuing its account winning spree, the New Delhi- based Brand Curry has added yet another business to its kitty. The agency has been appointed as the communications consultant for Hot Spots, the retail initiative of Spice Telecom, which in turn is a sister- concern of MCorp Global, run by the BK Modi Group. Noshe Oceanic was the incumbent agency.
With this Rs 3.5-4 crore account, Brand Curry marks its entry into the retail segment. “This is just the beginning,” is how Brand Curry Creative VP Ashish Sood describes the account win, pitching for which started in the last week of December 2006, mainly involving Madison Creative and Brand Curry.
As to what clicked for his agency, Sood says, “retail communication has so far been approached in a stereotypical way-- promos and offers. We approached the client through a different positioning. We tried to focus on the relationship between the consumer and the mobile retail store as opposed to promos and offers.”
“We were looking for people with more bandwidth and credentials who can help us grow. Brand Curry fitted the bill perfectly,” is how Hot Spots CEO Sanjeev Mahajan looks at the account award.
Though the agency is not ready to share the communication strategy, is says that the main efforts will be in long-term planning and brand building rather than resorting to short-term tactical gimmicks.
Brand Curry Managing Director Subrata Chakraborty, says “we see a lot of potential in the retail segment. Everyone looks at retail communication through archetypes. We promise to offer a different spectacle to our clients.”