Motley wins creative mandate for Ultrafresh

Loknath Das


While the Indian Modular Kitchen Market is filled with organised and unorganised players, here’s a home-grown brand, that’s been creating fresh spaces with their modular kitchens since 1992. Dinesh Sharma, the founder, and chairman of Ultrafresh pioneered in the area of kitchen operations, way back in the ’90s, when ‘modular kitchen’ was not a household term.

Sharma started with the kitchen chimney, the-then novel offering, today the organization is one of the only two 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.

Today, Ultrafresh is a strong team of product designers, sales professionals, franchise dealers and manufacturing staff led by a 25-year-old CEO, Dhruv Trigunayat who took over in 2017 and 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 a 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.”

The next big wave of freshness

Currently, the brand is present in 50+ cities covering 14 states. It will be very soon seen in Goa, Kerala, Punjab, Gujarat and Rajasthan.

With a huge presence across India, Ultrafresh takes pride in making 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 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 a 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.