Curry-Nation bags three Emami brands

Priti Nair's recently launched Curry nation has won the creative mandates of Emami's Fast Relief, Hairlife and Lalima brands. JWT's second agency, Fortune Communications is the incumbent on the Lalima, while the creative duties for Fast Relief was previously handled by Kolkata-based creative shop, DPS Advertising and Marketing. Part of the creative mandate for Fast Relief will continue to remain with DPS. Fortune also handled the creative duties of Emami's new herbal product, Hairlife, during its test marketing phase.

Confirming the development and talking about the positioning the brand in a cluttered space, Nair, said, “The challenge in FMCG comunication is how you stand out in the clutter. I guess first would be from product mix and the differentiation of benefit, followed by the communication effectively dramatizing that. Fortunately Emami continues to bring out product innovations that are relevant and new in the consumer space. So the starting point is solid.”

The ad campaign for Hairlife will roll out shortly. The range includes offerings in the entire hair care spectrum, including colour, shampoo, conditioner and the like. Of these, hair oil would be among the first products to hit the market.