afaqs!

Nalli Silks get McCann Erickson on board as its creative agency

By Khushboo Tanna , afaqs!, Mumbai | In Advertising | August 13, 2008
For the past 10 years, the brand's creative duties were with O&M

McCann & #BANNER1 & # 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.

Poorna Govindaswamy
Poorna Govindaswamy, brand manager, Nalli Silks, tells afaqs!, "People head to Nalli if they have to buy a wedding sari, but they go elsewhere to buy a sari for the reception. We want to change that perception and that is why we have come up with the concept of Nalli Next. Now, people will be able to buy saris for all occasions, such as cocktail saris, casual wear, and for corporate meetings, from our store."

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.