Brand Curry has bagged the creative and strategic duties of LT Overseas’ brand Dawaat. The account size is worth Rs 5 crore. Publicis is the incumbent agency, which had handled the account for more than a year. Prior to that, the business was with Brand Curry.
Brand Curry, which has been a key partner to LT Overseas in building the Daawat brand, will be responsible for leading the strategy and complete communication initiatives for the new initiatives of Dawaat.
Ashish Sood, Senior Vice-President Creative, Brand Curry, said, “Clients are matured by the agency experience. They know that infrastructural capability is not always an indicator of intellectual capability. And that’s good news for the industry as a whole as it paves the way for new creation.”
“We had gone to Publicis as it is a good advertising agency, but since we plan to expand the brand, we thought Brand Curry would be able to devote more time. As for the creative sense of Brand Curry is concerned, there is no doubt about their quality,” said N C Gupta, VP-Marketing, LT Overseas.
Brand Curry has been given the mandate for Daawat brand for both domestic and the export market. There are a slew of new initiatives and launches planned under the Daawat brand name, which include ready to eat, ready to cook and serve rice food.
The case of Dawaat returning to Brand Curry’s fold is an interesting one as it is very rare to see a client leaving a small agency to move to a big agency only to return to the small agency. The industry norm usually is to move an account from a small agency to a bigger one.