Independent advertising agency Curry Nation has been appointed to lead the integrated communications mandate for JAIHIND, a prominent departmental store chain specialising in men’s fashion. The win follows a successful UNLIMIT workshop conducted by the agency, which played a pivotal role in helping the brand evolve its identity from a traditional ‘men’s only store’ to a more inclusive and aspirational ‘men’s mall’.
Under this mandate, Curry Nation will drive digital engagement, brand messaging, campaign strategy, and customer data analysis, with the goal of boosting brand visibility and strengthening consumer connection across multiple platforms.
The collaboration is aimed at reinforcing JAIHIND’s position in the competitive men’s fashion market by tapping into a wider and more diverse customer base through a more structured and insight-driven communication approach.
“Curry Nation’s in-depth understanding of our business, operations, and customer psyche was truly commendable,” said Dinesh Jain, Chief Managing Director, JAIHIND. “The research conducted during the workshop helped us see the complete picture rather than isolated elements. It gave us a clear direction for growth and transformation.”
He added, “Our vision is to lead in the garment and textile sector with consistent quality and fashion-forward offerings that resonate with customers across all social and economic segments.”
The UNLIMIT workshop, a proprietary tool of Curry Nation, was instrumental in this brand repositioning exercise. Designed to foster mutual understanding and spark breakthrough ideas, the workshop facilitated open dialogue and collaborative ideation between the agency and client.
“UNLIMIT gives both sides a chance to immerse themselves in each other’s world,” said Nagessh Pannaswami, Founder of Curry Nation. “It sets the stage for honest, bold conversations and innovative thinking around the business, brand, and product. The workshop always leaves the room with fresh perspectives—and that’s exactly what happened with JAIHIND.”
With this new partnership, JAIHIND is set to embark on a refreshed marketing journey, aligning its communications and customer experience with its vision of being a modern men’s fashion destination.
