K Factors has bagged the creative duties of Nirula’s, a fast food chain, in a multi-agency pitch. Industry sources estimate the size of the account to be on the region of Rs 2 crore.
K Factors Founder, Shivjeet Kullar, said, “We are really delighted to win this account. Nirula’s chicken chop has been my favourite for the past 15 years. The reason they chose us was because the other agencies were focusing on the history of Nirula’s. We brain stormed the campaign of Nirula’s. The challenge is to think about tomorrow and to make it different from McDonald’s, KFC, Pizza Hut, etc. We will be modernising the logo without losing its continuity. We want it be an Indian funky outlet.”
K Factors Strategist, Arvind Bugga, said, “We are doing print advertisements for Nirula’s as well as in shops posters and delivery flyers. The print ads will appear in all national dailies. We are doing very little outdoors at the moment. Our current focus is to modernise the logo and the model outlets. Then we will be expanding the network as currently the joint is only present in North India.”
Navis Capital Partners and Samir Kuckreja have completed the 100 per cent acquisition of the Nirula’s group of companies with effect from June 30, 2006. Navis Capital Partners is an eight-year old private equity fund based in Malaysia. It currently manages $500 million in capital commitments and has interests in various sectors, including hospitality, food processing, car rental, outdoor media and others in eight countries across Asia.
Established in 1934, Nirula’s today is a diversified group having a chain of elegant business hotels, waiter service restaurants, family style restaurants, ice cream parlours, pastry shops and food processing plants in India. The chain has over 56 outlets operating in five states and claims to have been catering to over 50,000 guests everyday for over 70 years.