IIPM, GURGAON
Brands, served hot with liberally sprinkled spices, makes this Rs.12 crore Curry...yummy
The art of serving brand solutions, cooked and served with traditional desi spices, is what this agency wants to live up to. And with a telling name like Brand Curry, they really can’t afford to go back on the promises that their very moniker expects them to deliver.
Beginning their advertising and marketing journey in 2004, the South-Delhi based Brand Curry has an agenda of coming up with creative, Indian-market specific solutions for marketing problems. Brainchild of two marketing honchos, Subrata Chakraborty (ex-O&M) and Ratno Rudra (ex-Rediffusion), this one has its eyes set on upstarts or ambitious nobodies who want to cash in on the India Shining story. “There is a lot of business coming from companies going in for first time advertising and wishing to make a mark,” asserts Ratno Rudra, Director, Brand Curry, even as he sits in his cushy office, done up after taking inputs from a host of Feng Shui experts. Ostensibly, the agency, doesn’t trust tried and tested prescriptions to get noticed, rather going by the belief to get ‘under the skin’ of the consumer. “We don’t believe in any department format of working, as every person is creative,” he says.
Brand Curry’s core mantra, explains Ratno, has been designed such that the agency hopes to maintain the Indian look, complete with a very global outlook; and that’s the solution, he asserts, being doled out to their handful of clients, including HP, Cantabil, Hot Spot and Dainik Jagran. And as is the fashion these days, this agency too refuses to be referred to as merely an advertising agency, instead preferring to be labelled as an outfit giving 360 degree solutions to clients for all their marketing problems. The same, explains Rudro, is reflected in Brand Curry’s style of pitching to prospective clients. “While pitching, we don’t focus on traditional advertising, rather we find an exciting human insight and connect to audiences.”
Talking about the best campaigns under Brand Curry’s belt, Rudro does not forget to mention the work that they did for the employee referral programme for Vertex (a BPO). A message was put on the salary slips of Vertex employees saying, ‘Someone at your level is making more money’! In fact, till Nirula’s pre-acquisition phase, the agency also took care of the fast-food joint’s account.
For now, major expansion plans are afloat with Brand Curry’s ambition to be present across the country over the next five years, with more big-ticket accounts in their basket. The first branch-out is expected by the end of this year, with an office coming up in Mumbai. With flavoured spices all over, the plan is to stir the minds of the Indian consumer with their delicious brand curry. Avers Rudro, “You can hate it or love it, but you certainly cannot ignore our message.” We hear you!
Pawan Chabra
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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