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”.