MAM
Curry-Nation picks up Nirlep’s creative biz
MUMBAI: Non stick utensils manufacturer Nirlep has named creative agency Curry-Nation as its agency of record.
The company is looking to expand its brand presence and plans to launch a slew of products in new categories.
The win comes on the back of a multi agency pitch involving agencies like Meridian, Interface, McCann Erickson, Postscript and Network.
In an official communiqué, the agency said that Curry-Nation used its usual insight tool for market research – indsights before going into the pitch.
Curry-Nation director Priti Nair said, “Nirlep is a brand that is very Indian and is a part and parcel of every day life since childhood. The brand needs to be repositioned, given the change in consumer mindset.”
Nirlep GM Sanjay Shingikar said, “The consumer understanding & the strategy that emanated thereof showcased by Curry – Nation and the ‘Indianness‘ of their communication was truly amazing. That really sealed our decision in their favour.”
The campaign is slated to be launched in April. The media mix will involve TV, print, radio and outdoor.
Curry-Nation director Nagessh Pannaswamy added, “It was very exciting for all of us at Curry-Nation when we worked on the brand. From personal experience we had with the brand ,it is close to every one’s heart and culturally it just seems the right fit for CurryNation”.
Brands
Hiili names Sanjay Hemady as country manager India
Media veteran to drive digital decarbonisation push
MUMBAI: Climate tech firm Hiili has announced its entry into India, appointing industry veteran Sanjay Hemady as India country manager to steer its growth in one of the world’s fastest-expanding digital markets.
Hemady, a familiar name across India’s media and consulting circles, will lead Hiili’s India operations from Mumbai. His mandate is clear: help Indian companies measure, manage and reduce the carbon emissions generated by their digital services.
Hiili offers a scientifically validated platform, certified by the UC3M-Santander Big Data Institute, that enables businesses to improve the efficiency of their digital infrastructure while cutting emissions. As organisations race to meet ESG targets, the company positions itself as a practical bridge between climate pledges and measurable action.
“I’m happy to share that I’m starting a new position as country manager, India at Hiili,” Hemady said in a LinkedIn post, adding that the company aims to move beyond broad sustainability promises towards precise, science-based decarbonisation.
Hemady brings more than three decades of experience spanning print, television, radio and digital media. He has previously served as chief executive officer at HIT 95 FM, assistant general manager at CNBC TV18, and held leadership roles at MTV India and The Indian Express, among others. Most recently, he worked as an independent business consultant advising firms across media and technology.
With India’s digital economy expanding at pace, the environmental cost of data, streaming and online services is climbing quietly in the background. Hiili’s bet is that carbon efficiency will soon sit alongside cost efficiency in boardroom conversations.
For Hemady, the move marks a shift from selling airtime and ad inventory to championing climate accountability. If successful, Hiili’s India play could make digital growth not just faster, but cleaner too.
