Curry-Nation wins Weikfield account

The agency will handle the creative as well as media duties for the brand.

Mumbai-based Curry-Nation has won the creative and media mandate for Pune-based Weikfield, manufacturer of desert mixes. The agency will handle all communication for the company's existing as well as upcoming brands.

This is the first time that Curry-Nation is foraying into media planning and buying. According to Priti Nair, co-founder, Curry-Nation, such integration of services is a step in the right direction for the agency. "It is good to have a media perspective at the creative ideation stage. This makes the entire thinking process more disciplined," she explains, recalling the days she started out in the industry, when media and creative services would almost always be sourced from the same agency.

The upcoming communication for Weikfield is slated to break around August or September. The brand plans to utilise TV and print media. Ad spends are in the region of Rs 3-4 crore.

There is no incumbent on the account as this is the first time that Weikfield is bringing a creative agency on board. No multi-agency pitch process was held before Curry-Nation was handed the mandate.

Mahesh Joshi, chief operating officer, Weikfield, tells afaqs! that he first met Curry-Nation's Nair and her partner Nagessh Pannaswami during the duo's stint at Lowe Lintas. At the time, Joshi was with Camlin, a brand for which Nair and team created what he calls "some pretty effective and memorable advertising," making this agency the obvious choice for him.