Nirula's hands over creative duties to Bates 141

Bates 141  has bagged the creative mandate for Nirula's, following a five-way pitch.  The WPP-agency will be responsible for all ATL and BTL communications for Nirula's. K-Factor is the incumbent agency.

Nirula's, that in some ways defined the word fast-food in Delhi, lost its USP as a youth hang-out when multinational chains came into India, and started being perceived as a family restaurant. "The brief, thus, given to us is to reconnect Nirula's with the youth," explained Jayanto Banerjee, executive vice president, Bates 141.

The campaign is expected to break in early 2009.

Nirula's, a pioneer 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.
 
Commenting on their business and the choice of Bates 141, Sudipta Sengupta, senior vice president, marketing and sales, Nirula's said, "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. Bates 141 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."