Brand Curry has been entrusted with the creative and media duties of Indo Asian’s switchgear business, estimated to be around Rs 6-8 crore, after a three-round pitch involving four agencies: Mudra, 361 Degree, Ilum Design and Brand Curry.
Indo Asian is a leading player in electrical equipments, wits major presence in the categories of Switchgear and Lighting, apart from Wire & Meter business. Indo Asian’s Switchgear business was brought over by Legrand, a French electric equipment maker, in 2010.
Brand Curry, which had earlier handled the Indo Asian Business during 2005 and 2007, was one of the four agencies called in to pitch once the company decided to come out with new marketing initiatives for the next five years, including product portfolio expansion.
Given the nature of its business and tough competition from biggies like Havells, Schneider etc in both retail and non-retail segments, Indo Asian was looking at a partner that would approach the communication task from a market perspective and offer a holistic solution. As Rajshekhar Malaviya, Vice President, Account Management, Brand Curry put it: This is where Brand Curry’s approach, based on its credo – Delivering Creative Solutions for Marketing problems that may or may not be advertising came into play. We believe that it is this approach that perhaps proved the clincher for us.
As per Mohit Gauba, Head - Channel Marketing and Marcomm, Indo Asian, said, “ With Legrand and Indo Asian joining hands, we were keen on a distinctly new thought process that would also be in perfect alignment with the Brand Philosophy of Legrand. The next five years will see a lot of our plans being unveiled in the market place, and these include strengthening the existing product portfolio and expanding it with inclusion of products from Legrand’s bouquet. Given these plans, we needed a strategic partner more than just advertising agency, and this thought process helped us zero in on Brand Curry as our perfect strategic communications partner. We decided on them as they have good knowledge of our business, having worked with us earlier, apart from the fact that they have a deep understanding of MNC culture and philosophies.”
Adding to the above, Ratno Rudra, Creative Director, Brand Curry says: “The earlier Brand Positioning of Indo Asian, “Power is Joy” was coined by us. The agency intends to now take this across to all stakeholders like retailers, electricians and electrical consultants through a set of campaigns that will help achieve a 360-degree impact for the brand. The focus will be on localized, and specifically targeted media.
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