MUMBAI: Brand Curry has bagged the creative and media duties of Indo Asian Fusegear’s switchgear business, which was recently bought over by Legrand India, a wholly owned subsidiary of Legrand France S.A.

The ad spends of the account is estimated to be Rs 600-800 million.

The agency won the account following a multi-agency pitch, which also involved Mudra, 361 Degree and Ilum Design.

This is the second time Brand Curry will be working with Indo Asian Fusegear, as the agency handled its creative business between 2005 and 2007. At that time the agency took care of the company’s creative mandate.

Indo Asian head-channel marketing and marcomm Mohit Gauba said the next five years will see a lot of plans being unveiled in the marketplace, including strengthening the existing product portfolio and expanding it with inclusion of products from Legrand’s bouquet.

The brand positioning of Indo Asian -- “Power is Joy” –- was coined by Brand Curry, said creative director Ratno Rudra. Now the agency intends to take this message across to all stakeholders such as retailers; electricians and electrical consultants through a set of campaigns that will help achieve a 360-degree impact for the brand.

“The focus will be on localised, and specifically targeted media”, Rudra asserted.

Given the tough competition from biggies such as Havells and Schneider in both retail and non-retail segments, Indo Asian was looking at a partner that would approach the communication task from a market perspective and offer a holistic solution.

“We decided on them (Brand Curry) as they have good knowledge of our business, having worked with us earlier, apart from the fact that they have a deep understanding of MNC culture and philosophies”, Gauba added.

Brand Curry VP account management Rajshekhar Malaviya states, “Brand Curry’s approach, based on its credo – Delivering Creative Solutions for marketing problems that may or may not be advertising came into play. We believe that it is this approach that perhaps proved the clincher for us.”