afaqs!

Curry-Nation bags three CavinKare brands

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | May 04, 2011
Curry-Nation has won the creative duties for CavinKare's Spinz, Hi5 and Fairever.

CavinKare has appointed the Mumbai-based creative startup Curry-Nation, as its creative agency for three of its brands -- Fairever, the flagship product in its fairness creams category, and deodorants Spinz and Hi5.

Carrying out growth-oriented brand communication in the next few months is the strategic intent on the part of founder-directors of the agency Priti Nair and Nagessh Pannaswami.

Jointly commenting on the business acquisition, Nair and Pannaswami say, "This win is a big boost to us. We've always admired CavinKare, one of the most dynamic Indian companies. CavinKare has reposed great trust in us and we look forward to a mutually beneficial relationship."

The business for these three brands was handed over to the agency after a multi-agency pitch process that lasted for about a month. Previously, the creative mandate for these brands was with Mudra.

MEC is the media agency on the CavinKare account.

Addressing the reasons for selecting Curry-Nation as the creative partner for these three brands, S. Vishwanathan, general manager, CavinKare, says, "The conviction, category understanding and strategic direction that the agency displayed was exemplary. They understood the challenge being faced by our brands and the solutions they presented were refreshing."

Speaking about the presentation that the agency made, Sagar Boke, category head, skin care, CavinKare, adds, "What impressed us about Curry-Nation's presentation is that they not only cracked a good communication idea, but also translated it seamlessly across different media vehicles."

This is the second business win for the agency; the first was the acquisition of three brands under the Emami umbrella -- Hairlife, a herbal hair product, Fast Relief pain relief ointment, and blood and skin purifier Lalima.

The deodorant Hi5 was launched early last year, and marketed as the official deodorant sponsor of the Kings XI Punjab IPL (Indian Premier League) team, at the time. Spinz has been endorsed by actor Genelia D'souza in the recent past; she carried the brand's tagline 'Catch me if you can' in a popular TVC that featured her in a bubbly role, set in an airport.

As regards Fairever, Orchard Advertising, Leo Burnett's sister concern in India, used to handle the business in the past. In 2008, the Fairever account moved to G3 (part of the Grey Group). Prior to Orchard, JWT used to handle the creative work for Fairever. Before JWT, the account was with the Chennai-based agency, Fountainhead. In fact, Fountainhead was the agency that helped CavinKare build the brand from scratch.

CavinKare is currently present in a host of segments including personal care (shampoos, deodorants and creams), food (such as pickles), beverages (fruit-based drinks), home-care (brands include cleaning agents Tex and Topp Mopp), milk and dairy products.

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