Mumbai: Ultrafresh, the pioneered in the area of Modular kitchen solutions, has awrded its creative mandate to Motley Advertising.
Founded by Dinesh Sharma in 1992, Ultrafresh is one of the top national level brands, selling steel kitchens. Currently the product list of the brand includes modular kitchen, wardrobes and kitchen appliances and many more to come in the offing. Dhruv Trigunayat who took over as CEO in 2017, crafted a growth story of 100 exclusive experience centres in just 2 years from a mere 3 stores at the start of 2018.
Being a national brand with competition from big brands like Sleek by Asian Paints and Godrej Interio, Ultrafresh decided to go for a communication makeover to reach out to all the corners of India. Helping Ultrafresh in this process is young creative agency, Motley Advertising.
When asked why Ultrafresh chose a young agency without the reassurance of size that marketers typically seek, Dhruv said, “Our brand has evolved in the 27 years of existence and we have learned the challenges of communication all by ourselves. When Mumbai-based, Motley Advertising approached us, we liked their work and their vision for our brand. Our creative wavelengths matched; and we thought it would be exciting to work collaboratively towards our goal of reaching 200 stores in 2020.”
Currently, the brand is present in 50+ cities covering 14 states. It will be very soon seen in Goa, Kerala, Punjab, Gujarat and Rajasthan. Ultrafresh plans to make its modular steel kitchens reach every corner of the country. As per the company’s R&D team, over the years, Ultrafresh has become a complete family brand with its wide-range of modular products, informs Dhruv.
Being clear about the vision, Dhruv said, “As we plan to trigger a rapid growth and achieve the set targets for next couple of years, it is good time to expand by appealing to the youth, reach a bigger geographical base and grow strategically.’’
How a young creative agency bagged a 27-year-old brand
Priyanka Surve and Jason Menezes got introduced because of creative collaboration project and since have remained friends. Their last stints before they decided to combine forces and start their own shop was as creative controllers at FCB Ulka and Shirsa Labs, respectively. Inspired by the collective power of incongruously organised individuals, they named their agency Motley Advertising, to bring bigger impact to the world of advertising with a small crew.
The duo listed brands like Nasher Miles, Sugee Realty, Cartesian Consulting, Pappco India that were interesting yet low key on advertising in the 3 years of play.
While the brand was in search of suitable creative partners for months, they called in Motley after seeing their latest campaign for a popular home furnishing brand. Jason, Partner & Creative Strategist, Motley Advertising, recalls, “Dhruv called us over to discuss the possibility of working on a brand-new communication for Ultrafresh. And so, we did and were glad that team Ultrafresh listened to our strategy and ideas with the same passion we’d built them.”
“The brand communication of Ultrafresh will reflect the deeper understanding of Indian homemakers and a legacy of freshness that will be translated through the overall brand experience offline as well as on digital.” signs off Priyanka, Partner & Creative Director, Motley Advertising.