Curry-Nation wins creative mandate for Cholayil's Krishna Thulasi soap

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | August 22, 2011
Besides Curry-Nation, the other agency on Cholayil's creative roster is Creativeland Asia; the agency handles Medimix soap and Cuticura range of products.

Curry-Nation has been awarded the creative mandate for the herbal soap brand Krishna Thulasi. The brand, which is targeted at families, is a part of the Chennai-based FMCG Company, Cholayil Private Limited (CPL). Cholayil acquired the brand from the Kollam-based Krishna Herbals last month.

The development is the result of a pitch process that was held in Chennai. The pitch saw the participation of three agencies in all, including winning agency Curry-Nation.

Besides the newly appointed Curry-Nation, the other agency on Cholayil's creative roster is Creativeland Asia; the agency handles the creative duties for the soap brand Medimix and Cuticura range of products.

The media planning and buying mandate for all Cholayil's brands lies with OMD.

Commenting on the agency's mandate for Krishna Thulasi, Priti Nair, co-founder, Curry-Nation, tells afaqs! that the task ahead involves expanding the popularity of the soap brand beyond the Sabarimala festival. It is during the months of this popular temple festival of Kerala that the sales for the brand soar. The agency will now work on both, promoting Krishna Thulasi as a soap brand meant for regular usage, and on reducing the dependence of its sales volumes on the festival.

Stressing further on the importance of common sensibilities and healthy vibes between the agency and client teams, Nair says, "We always look to work with people with whom we share a cultural connect. And, in this brand team, we found people with whom we could share a good working relationship."

Krishna Thulasi already has a strong presence in the Kerala market. Nivas Salian, vice-president, sales and marketing, Cholayil, speaks to afaqs! about the company's plans for the brand in the days ahead. "The immediate plan is to expand the hold of Krishna Thulasi across all prominent states in South India. And, going forward, we hope to create a pan-India market for it."

Upcoming communication for Krishna Thulasi is slated to include television, print and BTL platforms. Salian further informs that the outdoor space will be a very important media channel for the brand in Kerala.

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