MUMBAI: Curry Nation has come out with Netsurf Communication‘s first television commercial. The first commercial went air on 28 July. The creative agency had won the creative mandate for Netsurf two months back with the aim to leverage its brand proposition.

The ad establishes an emotional connect with consumers and promotes Netsurf amongst existing distributors and consumers while building up on the new base attracting others. On the campaign, Curry Nation creative head Priti Nair said, "Through the TVC we have attempted to showcase how people connect with one another by touching each and influencing others lives. This is similar to the philosophy of Netsurf which goes out connecting with its audience while building an emotional connect with them."

The tagline for the campaign is Sehat, Barkat, Muskurahat. "This communication was designed to ensure that the brand stays in the mind of the consumers and distributors. We want to create a recall value for the brand. When it comes to executing a commercial for a client like Netsurf, the brand and branding becomes more important than the product as it is a company which engages in a cooperative selling concept," added Nair.

The total ad spent allocated to marketing Netsurf Network‘s is Rs five crore with heavy focus on the television and digital medium. BTL would be used as a support medium where the brand would promote itself via mall activations.

Headquartered in Pune, Netsurf has consumers majorly situated in the states of Maharashtra and Gujarat. "We have plans to establish our office in Karnataka, Rajasthan, Madhya Pradesh, Chhattisgarh, Delhi, Uttar Pradesh, Haryana and West Bengal with our presence in more than 300 districts across India," said Netsurf Network Limited chairman Sujit Jain.

Netsurf jointly with Curry Nation plans to set up new standard concrete platforms in the field of network marketing in India. "The communication task was to establish Netsurf as a serious player in the business by leveraging the core truth of the product offering. We aim at empowering people and touching lives. The gift of health, wealth and prosperity is what the network offers to the people," he added.

"The challenge we faced while executing the commercial was that we had to alter the process of showcasing our product portfolio and creating an emotional connect on the product lines. I think Curry Nation has done an excellent job to communicate the same," said Jain.

The film has been conceptualised by Priti Nair and directed by Shimit Amin of the Chak De India fame.