Curry Nation bags the advertising duties for Borosil

Curry Nation has just been awarded the advertising duties of Borosil in a multi agency pitch.The task at hand is to arrive at a strong communication platform for the brand and the range that the brand has under the mother brand.

Borosil markets microwavable and flameproof kitchenware, glass tumblers through over 5000 retail outlets. Borosil products are synonymous with elegance, dependability, safety and ease of use. In the kitchenware segment in India, Borosil is a market leader in microwavable glassware.

Borosil has a range of glassware called the Vision glass. Unchanged since 1962, the Vision Glass is the single largest selling glass in the country today. Exciting new cut glass designs keep the look contemporary and fresh, while retaining the iconic essence of the Vision Glass. Part of Borosil's flame proof range, these glasses can also be used directly over the stove.

Priti Nair says: "There exists an opportunity to carve a niche for the brand. And Borosil's equity in the market was an added advantage, Its a brand that we have grown up with and it makes me proud to be associated with a brand of Borosil's stature."

Nagessh Pannaswami,"Glassware is usually seen through the paradigm of design. But there are so many more facets that are relevant in a consumers life space which havent been leveraged as yet. It is these consumer insights that we wish to leverage and reposition other glass brands in the market today"