Priti Nair announces launch of Curry-Nation

Priti Nair has announced the launch of her agency 'Curry-Nation'. The agency, which has set up shop in Mumbai, will primarily focus on making advertisements that work for Indians. Nair had left BBH India in October 2010, which she joined as managing partner in late 2008. 

Talking about the new agency, Nair informed that she has been wanting to set up her own agency for quite sometime now, and work on creatives that touch are as textured as the Indian culture. Explaining the thought behind the name and the working style of the agency, Nair said, "I take great pride in being Indian and for me the way our food is textured, we are also textured. It is never one thing, but always several things. Moreover, people are like food. We are all multi-dimensional people and my passion for both food and people make up 'Curry-Nation'. We resonate more with emotional and story-like advertising than demonstrative kind of straight advertising, and that is why I want to do textured advertising." 

The agency is already in talks with a few clients and the accounts will be announced in the coming weeks. On the client profile that the agency is looking for, Nair observed, "I want clients with whom I can partner for a long-term basis, so that I can have few clients and more brands than few brands and more clients. Clients trust that we are on board as a partner to try and grow their brand. I want to keep up to that trust." 

Nair also informed that she has brought on board some senior talent for handling the business at the agency. Over the next couple of weeks, the agency will be announcing the brands as well as talent on board.