Brand Curry bags the Indo Asian Fusegear business

Following a multi-agency pitch, Brand Curry has bagged the creative duties for Indo Asian Fusegear Ltd. There is no separate AOR for the campaign. The size of the business is estimated to be around Rs 3 crore.

Speaking to agencyfaqs!, Sabu Paul, chief creative director, Brand Curry, says, “The campaign will be targeted directly at consumers and that is why we plan to incorporate a completely product centric, yet human angle to it.”

The media mix for the campaign will include television, print, radio and below-the-line activities.

Devneeta Pahuja, manager, corporate communications, Indo Asian Fusegear, says, “Fusegear is very diverse and different vis-à-vis FMCG. The target group is different, too. We were looking for an agency that understood these differences clearly and could carry out the campaign keeping these factors in mind. Brand Curry’s efforts appealed to us the most and we decided to award the business to them.”

For the record, from an enterprise formed in 1958 by a young group of technocrats, Indo Asian has grown into a multi-product group of companies, manufacturing and marketing a wide range of electrical control and protection equipment. These products have earned them respect in the Indian market and the world over, where they are popular under brand names such as Indo Kopp MCBs, Stopshock RCCBs, Indo Asian HRC Fuselinks, Indo Asian Industrial Plugs & Sockets and Contactors & Relays.

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