Borosil ropes in Curry-Nation for Vision Glass

The approximate spend on the media is estimated to be in the range of Rs 6-7 crore.

Borosil Glass Works has appointed Curry-Nation for its Vision Glass range. The annual spend on the media is estimated at Rs 6-7 crore.

The company was in talks with various Mumbai-based agencies, but liked the strategy that Curry-Nation presented.

Priyanka Kheruka, branding and marketing consultant, Borosil Glass Works, says, "The agency had clearly put a lot of thought into our brief before the meeting and came to the table with some very interesting ideas. Its understanding of the psyche of the Indian consumer, coupled with innovative creative expression, helped us to make the decision to choose it as our partner for the Vision range."

Vision Glass is a flagship brand of Borosil Glass Works and has been available in the market since 1962. This is the first time that the company plans to utilise the brand equity enjoyed by the range and build a communication campaign around it. The campaign, which will be launched in mid-April, will use print, on-ground and digital platforms. Use of the television medium is also under consideration.

Borosil Glass Works is a producer of laboratory glassware and microwavable kitchenware in India. It was established in 1962 in collaboration with Corning Glass Works, USA. In 1988, Corning divested its share holding to the current Indian promoters.

Borosil Glass Works is on an expansion mode and will also undergo a brand revamp soon.

Curry-Nation seems to be on a roll, with its second win in a very short span of time. Recently, Nirlep, the kitchen appliances and accessories brand, appointed Curry-Nation Mumbai as its new creative agency.