Nirlep, a kitchen appliances brand, is looking to expand its presence. To this effect, it is planning to launch a slew of new products. Nirlep was scouting for a creative partner and finally decided on Curry-Nation.
"Nirlep is a very Indian brand. It has been a part and parcel of every day life of Indians. The brand needs to be repositioned given the change in consumer mindset. The idea of the brand needs to be given a new meaning,” said Priti Nair, Founder-Director, Curry-Nation.
The campaign is slated to be launched in April. The media mix will involve TV, print, radio and outdoor.
"The consumer understanding and strategy showcased by Curry -Nation and the 'Indianness' of its communication was truly amazing. That really sealed our decision in its favour," said Sanjay Shingikar, GM, Nirlep.
It was a multi agency pitch involving Meridian, Interface, McCann Erickson, Postscript and Network.