Curry Nation, a leading independent integrated advertising agency, known for its Commodity to Brand transformation efforts, has won the integrated communications mandate for JAIHIND, a popular departmental store chain catering to men’s all fashion needs.The mandate was won post the agency’s UNLIMIT workshop, which also resulted in the brand re-positioning itself to a ‘men’s mall’ from the previous ‘men’s only store’. The responsibilities of Curry Nation include nurturing a community on digital platforms, ensuring unified brand messaging leveraging multiple channels, strengthening brand personality and awareness,   designing and executing campaigns, tracking and analysing data from touchpoints to foster long-term relationships with customers, among others.JAIHIND’s vision to remain at the forefront of men’s fashion and continue being the one-stop shop for everyone from boys to men, will be achieved through the partnership between the brand and Curry Nation. Speaking on the partnership, Dinesh Jain, Chief Managing Director, JAIHIND said, “The process followed by Curry Nation of understanding our business inside out is something commendable. The thoroughness of the research across markets, understanding our operations, customers and the resultant ideas that were generated was an act of perfection. While we knew we were on to something as we went along with the flow, the conclusions made us see the whole being and not just parts.”“Our aim is to excel in the garment and textile sector by consistently outperforming in terms of quality while staying equipped with the latest in fashion offerings that elevate the style factor for all customers, cutting across social and financial boundaries”, Mr. Jain further added. Nagessh Pannaswami, Founder, Curry Nation commented, “The UNLIMIT workshop is one of our tools for the client and agency to acclimatise each other across functions and as the name suggests, to provide a platform for uninhibited breakthrough ideation on the business, the brand and the product. It ends with everyone taking home some food for thought on relooking at the business and the brand.”Positioning itself as a specialist agency which believes in getting commoditized brands their rightful space in the spotlight, Curry Nation and JAIHIND’s partnership serves as an excellent showcase for this philosophy. JAIHIND is one of Pune’s most well-known and oldest men’s fashion brands. To begin with, it housed mostly fabrics and few readymade apparel for men. Today it has evolved into a multi-brand retail chain with 8 stores in Pune, Kolhapur, Chhatrapati Sambhajinagar and Nashik that offers most of the world’s prestigious men’s formals, casuals and occasion wear brands. It also brings together fabrics, bespoke tailoring, customized designs, ethnic wear and accessories, thus providing a complete shopping experience for the customers.