Erickson Bangalore has been awarded the creative duties for Nalli Silks. The agency acquired the business after going through a two stage pitch process. Other shortlisted agencies in the pitch process were JWT Chennai, TBWA India Chennai and Dentsu Chennai. O&M was the incumbent agency and it had worked with the brand for the past decade. The size of the business is estimated to be Rs 12-15 crore.
Nalli Silks is also reviewing its media duties, which have been with MindShare so far. The brand has now decided to get a new media agency on board and two prominent names are being considered for the portfolio.
Govindaswamy adds, "We will have a 360 degree communication. For the past year, we haven't done much as we were channelling our thoughts for the new venture. This year being out 80th year will see huge expansions in allied industries apart from us adding additional stores across the main metros and tier 2 cities. Mccann's fresh thinking couldnt have come at a better time."
afaqs! spoke to Prasoon Joshi, executive chairman, India, and regional executive creative director, Asia Pacific, McCann Erickson, who confirmed the development. He says, "Nalli Silks is a respected brand and we are lucky that we've got an opportunity to build the brand."
Nalli Silks is an 80 year old heritage brand, which is in expansion mode. It has already made its mark in all the metros across India and is now making forays into Tier II cities. It has come up with a new format store named Nalli Next, which will enable consumers to purchase designer saris as well as home furnishings under the same roof.