MUMBAI: Mumbai-based advertising outfit Curry Nation has walked away with the creative duties for CavinKare‘s hair dye brand Indica. The win is the outcome of a multi agency pitch called by the brand earlier this year in January.

This is the fourth brand from the Chennai headquartered FMCG stable that the indie agency has won the creative mandate for. Curry Nation already handles the creative duties for Fairever, Hi5 and Spinz (talcs and deos).

The immediate mandate for the agency is to create a brand personality that appeals to a national audience.

"The brand Indica has prominent presence in the south and our goal is to take the brand national. We have done some research and will work towards fortifying the brand identity and make it consistent to suit a national coverage," informs Curry nation founder and director Priti Nair.

There will be a 360 degree campaign in order to achieve this goal, including focus on digital and retail. The campaign will break sometime in early June. The media agency on record for the entire brand portfolio of CavinKare is MEC.

Some of the other creative agencies that work on CavinKare diverse range of products/brands include Leo Burnett, Orchard and Contract Advertising.