Brand Curry, New Delhi, has bagged the creative duties
for all three brands of the Merino group. The size of the business is estimated to be Rs 3.5-4 crore.
Four or five agencies participated in the pitch.
The Merino group owns three brands - MerinoLam, My Space and Vegit. While MerinoLam makes laminates, My Space offers ready to fit furniture. The group now plans to venture into the FMCG sector with potato flakes, Vegit.
The ready to fit furniture brand, My Space, was earlier handled by Oxygen, while the laminate business, MerinoLam, was looked after by Bhasha.
Ruchira Lohia, vice-president, Merino group, says, "Brand Curry fitted the bill for all our three brands, MerinoLam, My Space and Vegit. Its strategy was interactive and it seemed to possess the facilities of a large agency and at the same time the ability to bestow the kind of attention a small agency would give."
Ratnodeep Rudra, partner and director, Brand Curry, says, "Our strategy was the key differentiator that helped us bag the business. While working the Vegit brand, the creative challenge for us was to make people look at potatoes in a new perspective as in our country, the idea of buying potatoes over the counter does not exist."
Rudra adds, "MerinoLam and My Space were also given to us on the basis of the creative strategy we presented to them for the Vegit brand."
Merino, a part of the Century Laminating Company Ltd, specialises in interior solutions for homes and offices worldwide. The interests of the group vary from fields as diverse as laminates, panel products and ready to fit furniture to agriculture.
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