Curry Nation bags a string of integrated digital and growth mandates across jewellery, technology and kitchenware

Independent brand and creative agency Curry Nation has added a clutch of new businesses to its portfolio over the past few months, winning mandates across jewellery technology, gemstone jewellery, high-end fashion jewellery and kitchenware.

The new wins include SIONIQ, a jewellery technology business; MPJ, a gemstone-based jewellery brand; and Mangi, a high-end fashion jewellery brand. The mandates encompass the brands’ complete digital ecosystem, including social media management, content, performance marketing and digital growth initiatives.

The agency has also been appointed by Oicia, a kitchenware brand from Surat, for a wider brand and growth mandate. Curry Nation’s scope for Oicia includes brand identity and packaging development, along with social media, marketplace management, performance marketing and growth.

The account wins reflect an expanding role for Curry Nation, with the agency increasingly being entrusted with mandates that bring together brand building, creative, digital, performance and commerce rather than operating these disciplines in separate silos.

Commenting on the wins, Nagessh Pannaswami, Founder, Curry Nation, said:

“What is exciting for us is not merely the number of businesses we have won, but the nature of the mandates. Clients are increasingly looking for one partner who can understand the business problem, sharpen the brand, build demand and then participate in driving measurable growth.”

“The traditional boundaries between brand, digital, performance and commerce are disappearing. A brand cannot say one thing on Instagram, another thing on a marketplace and then pursue performance marketing purely as a media exercise. All of it has to work towards one business outcome. That is the capability we have been consciously building at Curry Nation.”

The recent wins also deepen Curry Nation’s presence in owner-led emerging businesses, where the agency believes there is significant opportunity to help ambitious regional and entrepreneurial brands transition from product-led businesses to differentiated, demand-generating brands.

Disclaimer: Information mentioned here has not been verified or endorsed by Agency Reporter and is in accordance with the press release shared by the company or their appointed representatives.