Nirlep, pioneer of non-stick cookware in India, has appointed MPG, part of Havas Media, as its media planning and buying agency. Sources close to the development have pegged the account size at Rs 4 crore.
On assigning the media duties to MPG, Mukund Bhogale, Managing Director, Nirlep Appliances Ltd, said, “During the pitch, we liked their creative approach in selecting media, and their professionalism in terms of planning, using media tools, buying efficiencies, etc. Also, MPG is part of Havas Media Worldwide, thus we get access to the universal media planning/ buying competencies. The team is young and enthusiastic and that gave us a feeling that they have fire in their bellies to work on our brand.”
Anita Nayyar, CEO, MPG, said, “We are doing planning and buying for Nirlep and are excited about working for this brand.”
Bhogale informed that Nirlep had brought out the first non-stick pan in India in 1968 and since then had enjoyed leadership position in that category. “Today, non-stick is synonymous with Nirlep,” he added.
Besides the non-stick cookware category, Nirlep has offerings in enamelware and hard anodised cookware, pressure cooker, gas stove and kitchen accessories categories. It is said to be one of the leading exporters of cookware too.