The business was won in a multi-agency pitch, and the agency has been mandated to give a strong communication platform for the brand
BestMediaInfo Bureau | Delhi | March 27, 2012
Curry- Nation has just been awarded the advertising duties of Borosil in a multi-agency pitch. The task at hand is to arrive at a strong communication platform for the brand and the range that the brand has under the mother brand.
Borosil markets microwavable and flameproof kitchenware and glass tumblers through over 5,000 retail outlets. Borosil products are synonymous with elegance, dependability, safety and ease of use. In the kitchenware segment in India, Borosil is a market leader in microwavable glassware.
Borosil has a range of glassware called the â€˜Vision Glassâ€™. Unchanged since 1962, Vision Glass is the single largest selling glass in the country today. Exciting new cut glass designs keep the look contemporary and fresh, while retaining the iconic essence of Vision Glass. Part of Borosil's flame-proof range, these glasses can also be used directly over the stove.
Commented Priti Nair, Director, Curry-Nation, on the win, "There exists an opportunity to carve a niche for the brand. And Borosil's equity in the market was an added advantage. Itâ€™s a brand that we have grown up with and it makes me proud to be associated with a brand of Borosil's stature."
Nagessh Pannaswami, Director, Curry-Nation, said, "Glassware is usually seen through the paradigm of design. But there are so many more facets that are relevant in a consumerâ€™s life space which havenâ€™t been leveraged as yet. It is these consumer insights that we wish to leverage and reposition other glass brands in the market today."
It may be noted that this win comes close on the heels of Curry-Nation winning the creative mandate for Nirlep kitchen appliances and accessories brand.