FCB Ulka has partnered with Kurl- on for their creative mandate. FCB Ulka will service the iconic brand from the Bangalore office. FCB Ulka was awarded the mandate following a multi-agency pitch. Kurl-on is India's leading brand of mattresses, furniture and furnishing products in India. The company was founded in 1962 by Ramesh Pai. With state-of-the-art technology, Kurl-on endeavors to improve standards in the Indian mattress and furniture industry besides being in tune with the changing needs of the Indian consumer. The brand is available across India through 7000+ multi-brand outlets, 920+ franchise outlets, and 35 exclusive brand outlets across the country today.
The company manufactures mattresses in 126 different configurations. Pan-India, they have partnered with a network comprising more than 10,000+ dealers, 72 branch & stock points and 10 strategically located manufacturing facilities across Karnataka, Orissa, Madhya Pradesh, Uttaranchal and Gujarat. The company was formerly known as Karnataka Consumer Products Limited and changed its name to Kurl-on Limited in 1995.
Speaking on the occasion, Ashutosh Vaidya, CMO, Kurlon, said, “Kurlon is a brand undergoing an immense transformation from being known as India’s largest selling mattress brand to becoming a leader in cutting edge technologically driven home comfort products. We wanted an agency that could understand this vision and work with us through the journey of achieving collaborative success. We met many agencies through a pitch process, but FCB Ulka stood out in their ability to translate our market ambitions with a clear strategy, differentiated creativity and a unique understanding of the digital ecosystem. We are confident of this partnership and look forward to meeting milestones together”
Commenting on the win, Theresa Ronnie, Vice President, FCB Ulka- Bangalore said, Kurl-on is a great brand with an impressive presence in the Indian market. They wanted an agency partner who understood their business aspirations. We, in turn, were very impressed with their ability to understand and seek the differentiation that good creativity brings to brand growth. We are encouraged by the quality of the partnership thus far and hope to build a new chapter for Brand Kurl-on together”
Adding to this, Romit Nair, Creative Head, FCB Ulka- Bangalore, said, ‘’I believe this is the start of something big and beautiful. We are really excited to partner Kurl-on on the next phase of their journey and hope to create a strong relationship that leads to some beautiful work.
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