AD Agencies
Curry-Nation reaches out to underprivileged kids
MUMBAI: Curry-Nation founder Priti Nair has been involved with various charity organizations and NGOs for nearly two decades now; one of them being Masoom, which is run by her cousin and works for night schools for the underprivileged.
For Masoom, Nair and team have created a couple of notable advertising campaigns; the most recent one involving the use of glow-in-the-dark technology.
As part of the campaign, posters, direct mailers including calendars and Diwali greeting cards, and three press ads were designed using radium ink which is visible only in the dark.
The posters were strategically placed at editing studios and production houses while calendars and greeting cards were sent out to potential patrons. The press ads featured historic events that happened during the day such as the Jallianwala Bagh massacre, the Dandi March and the encounter between Shivaji Maharaj and Afzal Khan.
The posters, direct mailers and press ads were visible only in darkness, appearing blank in daylight; thus sending out the idea of a night school brilliantly.
Nair believes people in the advertising fraternity have enough to spare monetarily, both at an individual as well as collective level. “We often get a little laid back in our every day work lives. All we need is a little push. These posters act as reminders,” she says, stressing that charity needs to become a part of people’s life.
Curry-Nation’s previous campaign for Masoom – Bhagwaan tera bhala kare – was also well received.
Tiffin boxes painted by underprivileged children were sent out to each and every ad agency in Mumbai, urging staff to donate some amount every day. Once the dabba was full, it was up to every agency to decide the social cause the contribution would go toward. An official facebook page was launched at https://www.facebook.com/Bhagawanterabhalakarein where companies could place requests for tiffin boxes and posters for their offices.
“The response we got from people when we sent out the dabbas was overwhelming but obviously, we cannot monitor how well they are implementing it. At the very least, we hope that if someone doesn’t want loose change in his/her wallet, he/she will put it in the dabba!” Nair recalls.
More importantly, Nair and Co. have done most of these campaigns free-of-charge. “Most of our work is done for free, but there are a few NGOs which keep aside money for advertising. For them, we charge whatever they can afford,” says Nair.
Apart from Curry-Nation, other agencies too have taken similar initiatives. Nair gives the examples of ‘Balbir Pasha ko AIDS hoga kya?’ and ‘Bell Bajao’ as campaigns that made a difference. ‘Balbir Pasha…’ was part of PSI’s Operation Lighthouse Project, conceptualised by Lowe nearly a decade ago with her as creative director. Whereas ‘Bell Bajao’, launched in 2008 and conceptualised by Ogilvy & Mather, called upon men around the world to take a stand and promise to end violence against women.
Coming back to Curry-Nation, Nair is proud about the fact that the agency she launched right from scratch with just a five-member team will complete three years on the Valentine Day (14 February). To commemorate the occasion, she, along with her core team, plan to launch a book on their journey thus far. While she isn’t too happy with the rate at which they are growing, she says her happiness quotient has reached 100%.
“Because of the poor rate of economic growth, business has slowed down as people have become very conscious and have been cutting down on budgets. Hopefully, the situation will change for the better,” she signs off.
AD Agencies
Havas Media India bags integrated media mandate for Modenik Lifestyle
Agency to steer full-spectrum online and offline campaigns for iconic innerwear brands
MUMBAI: Havas Media India has been appointed as the media agency of record for Modenik Lifestyle, taking charge of both online and offline media strategy, planning, and buying for the popular innerwear and lifestyle brand.
Modenik Lifestyle is home to some of India’s most trusted brands, including Enamor, a leading fashion lingerie label celebrated for its modern designs, and Dixcy Scott, renowned for comfort and mass appeal across generations. Together, these brands reflect Modenik’s vision of delivering aspirational yet accessible lifestyle products to millions of Indians.
Under the new mandate, Havas Media India will oversee end-to-end media across Television, Print, Radio, Cinema, Digital, Out-of-Home, Mobile, and BTL activations. The partnership comes as Modenik accelerates its integrated media presence nationwide, with a special focus on South India where Havas Media has been expanding rapidly.
Modenik Lifestyle Pvt Ltd CEO and executive director Shekhar Tewari said, “We wanted a media partner who truly understands both digital and traditional landscapes. Havas Media India brings a sharp, data-driven approach and strong on-ground execution. We look forward to reaching the right audiences at the right moments and creating something impactful together.”
Havas Media Network India CEO Mohit Joshi added, “Modenik Lifestyle embodies the desire of brands to mean more and consumers to connect deeply. Their iconic products have won the love of generations, and we are thrilled to partner with them to drive desire-led growth across every touchpoint.”
Havas Media India & Havas Play COO Uday Mohan noted, “With brands like Dixcy Scott and Enamor, our goal is to elevate existing equity with seamless, insight-led campaigns. South India is a particularly exciting growth region, and this win reflects the momentum of our teams there.”
The mandate reinforces Havas Media India’s position as one of the fastest-growing media networks in India and strengthens its footprint in South India, a market known for its regional nuances and hyperlocal consumer engagement.
