Bates141, a WPP Group ad agency, has bagged the creative mandate for food chain Nirula's following a multi-agency pitch.
Bates141, Delhi, will be responsible for all above-the-line (ATL) and below-the-line (BTL) communications for Nirula's that would help them connect with today's young consumers, a company release said.
"We are extremely excited to work with Nirula's. For most of us, who have grown up with Nirula's, it's a privilege that goes beyond a usual client-agency relationship. We are eager to develop strategic and creative work that will help the brand reach the next level of customer connect,” Jayanto Banerjee, Executive Vice President, Bates141 said.
Competing with four other leading agencies, Bates won the mandate on the basis of its in-depth and thorough understanding of the brand and their line of business.
Nirula's, a player in the family style restaurant business in India, is looking at aggressive expansion across India. Today Nirula's Group operates hotels and restaurants at over 60 locations- restaurants under the brand name Nirula's, casual dining restaurants called Potpourri apart from Nirula's Hotels. Nirula's new retail formats include Express, Food Court Units, Fuel Station Units and Ice Cream Kiosks.
"We were keen to work with an agency that understands today's consumers and is capable of upholding our brand's heritage and strengthening our brand's bonds with young adults and families. Bates141 has a proven record in building global brands and we look forward to working with them in taking Brand Nirula's across the country and abroad over the next few years,” Sudipta Sengupta, Senior Vice President, Marketing and Sales, Nirula's said.