Nirula's appoints Bates 141

Nirula's has appointed Bates 141 as its creative agency after a multi-agency pitch. Nirula's is    a pioneer in the family style restaurant business in India. At present the Nirula's Group hotels and restaurants at over 60 locations- restaurants under the brandname Nirula's, casual dining restaurants called Potpourri apart from Nirula's Hotels.

The incumbent agency on the account was K Factor.

Bates 141 will be responsible for both the above-the-line and below-the line activities for the newly bagged account.

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."

Nirula's is very strong in North India and the idea is to attract new customers and move into eastern and western parts of the country.

Nirula's 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.

Bates 141 has done some innovative work for youthful brands such as Virgin mobile.

The focus of the agency will be to make Nirula's a favourite hangout for youngsters. The agency  will use television, Internet and SMS too.