afaqs!

Curry-Nation wins creative duties of HomeTown and PN Gadgil Jewellers

By Saumya Tewari , afaqs!, New Delhi | In Advertising | May 13, 2014
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The accounts were won after multi-agency pitches.

Mumbai-based creative agency Curry-Nation has won the creative mandate of HomeTown and PN Gadgil Jewellers.

The agency won the creative duties for the retail brand, HomeTown following a multi-agency pitch held in Mumbai. HomeTown is the home-making store from the Future Group which owns other retail chains such as Big Bazaar. The incumbent agency on the business was DDB Mudra.

Priti Nair

Speaking on the mandate for the retail brand, Priti Nair, co-founder, Curry-Nation, says, "Our aim will be to give HomeTown a 'distinctive brand personality'. The retail major's offering is far larger than what is perceived to be."

HomeTown is a home improvement retail format and its store has live displays of various rooms like living rooms, dining rooms and bedrooms. It is divided into three sections - exhibitions, markets and services. It also displays products like sofa sets, dining tables, beds, kids' furniture, kitchen fittings, bathroom fittings, furnishings, mattresses, paints, tiles, electrical fittings, decor lighting, plywood, consumer durables and electronics (through eZone). HomeTown also offers Design & Build service, a unique end-to-end solution that offers home designing and interior works.

The second account won by the agency following a multi-agency pitch is Pune-based jewellery retailer PN Gadgil Jewellers. The incumbent agency on this account was Seagull, Pune.

Nair informs that apart from increasing footfalls, the mandate is to give the brand a contemporary touch.

"Gold is essentially a traditional segment; the challenge here is to mix the traditional and contemporary elements to attract young consumers. PN Gagdil Jewellers is a revered brand in Pune; we look forward to popularise it outside the city as well," she adds.

PN Gadgil Jewellers has been around for 182 years in the jewellery industry, with its first store being opened in 1832 in Pune. The retail brand has recently launched its first online store to offer a wide array of jewellery items in gold, silver and diamonds. The products are available for domestic as well as international customers. The brand plans to target the West Zone, especially Mumbai and Pune, since it has an established consumer network in these cities, after which it will target metros like Bengaluru, Delhi/NCR with the entire North zone, gradually going pan-India through its online store.

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