Ultrafresh Modular Solutions aims to go for a communication makeover to reach out to all the corners of India. Helping Ultrafresh in this process is creative agency, Motley Advertising. The home-grown brand, that's been creating fresh spaces with their modular kitchens since 1992, is in competition with brands such as Sleek by Asian Paints and Godrej Interio.
When asked why Ultrafresh chose a young agency without the reassurance of size that marketers typically seek, Dhruv Trigunayat, CEO, said, âOur brand has evolved in the 27 years of existence and we have learned the challenges of communication all by ourselves. When Mumbai-based Motley Advertising approached us, we liked their work and their vision for our brand. Our creative wavelengths matched; and we thought it would be exciting to work collaboratively towards our goal of reaching 200 stores in 2020.â
While the brand was in search of suitable creative partners for months, they called in Motley after seeing their latest campaign for a popular home furnishing brand. Jason Menezes, Partner and Creative Strategist, Motley Advertising, said, âDhruv called us over to discuss the possibility of working on a brand-new communication for Ultrafresh. And so, we did and were glad that team Ultrafresh listened to our strategy and ideas with the same passion weâd built them.â
"The brand communication of Ultrafresh will reflect the deeper understanding of Indian homemakers and a legacy of freshness that will be translated through the overall brand experience offline as well as on digital," said Priyanka Surve, Partner and Creative Director, Motley Advertising.
Dinesh Sharma, the founder, and chairman of Ultrafresh, stepped in the area of kitchen operations way back in the 90s, when âmodular kitchenâ was not a household term.
Sharma started with the kitchen chimney; today the organisation is one of the leading brands, selling steel kitchens. Currently the product list of the brand includes modular kitchen, wardrobes and kitchen appliances and many more to come in the offing.
Today, Ultrafresh is a team of product designers, sales professionals, franchise dealers and manufacturing staff led by a 25-year-old CEO, Trigunayat, who took over in 2017 and crafted a growth story of 100 exclusive experience centres in just two years from a mere three stores at the start of 2018.
Currently, the brand is present in 50+ cities covering 14 states. It will be very soon seen in Goa, Kerala, Punjab, Gujarat and Rajasthan.
About the vision, Dhruv said, âAs we plan to trigger a rapid growth and achieve the set targets for next couple of years, it is good time to expand by appealing to the youth, reach a bigger geographical base and grow strategically.ââ
How Motley happened
Surve and Menezes got introduced because of creative collaboration project and since have remained friends. Their last stints before they decided to combine forces and start their own shop were as creative controllers at FCB Ulka and Shirsa Labs. Inspired by the collective power of organised individuals, they named their agency Motley Advertising, to make an impact to the world of advertising with a small crew.Â
The duo listed brands such as Nasher Miles, Sugee Realty, Cartesian Consulting and Pappco India that were interesting yet low key on advertising in the three years of play.