Curry Nation Chronicles: How Two Visionaries Cook Up Authentic Brand Stories

An Exclusive Interview with Priti Nair & Nagessh Pannaswami, Founders of Curry Nation

Priti Nair and Nagessh Pannaswami, the creative duo behind Curry Nation, have carved a distinct niche in Indian advertising by blending cultural insight with authentic storytelling.

Their bold, emotionally resonant campaigns celebrate India’s diversity while redefining how brands connect with audiences.

What inspired you to start Curry Nation, and how did the idea of building an independent integrated agency take shape?

Priti Nair: When we started Curry Nation, most agencies were chasing multinational FMCG giants or new-age startups. But there was a blind spot – owner-managed, commodity-driven businesses in the ₹100–300 Cr range.

These businesses were treated as “too small” or “too boring” for serious brand work. We saw the opposite: a massive opportunity to transform overlooked players into household names.

So we built Curry Nation as an independent agency with one mission – To help commodity businesses break free of the price trap and build brands that command preference, not discounts.

“We don’t do advertising. We do outcome-building.”

The advertising landscape in India has changed dramatically over the past decade. How is Curry Nation navigating this change?

Nagessh Pannaswami: The old rules of advertising don’t apply anymore. Digital has democratized storytelling and every brand has the same stage – Whether you’re a ₹100 Cr company or a ₹10,000 Cr company, the difference lies in clarity of positioning and courage of voice.

At Curry Nation, we’ve embraced a Challenger Mindset:

• We move faster than networks can approve.
• We treat insights, not budgets, as the real differentiator.
• And we design brands to thrive across LinkedIn, YouTube, WhatsApp, and retail shelves with the same consistency.

“Independence lets us break rules faster than networks can make them.”

What role does cultural understanding and “Indian-ness” play in your campaigns?

Priti Nair: For us, culture is not nostalgia; it’s a competitive edge. When we worked on Krishna Thulasi (ayurvedic personal care), 18 Again (women’s health), Eva (teen fragrances), Good Home (homecare), Pitaara (savoury snacks) and Rasna (beverages) – The breakthroughs came from decoding everyday Indian realities.

How women negotiate personal choices, how teens express confidence through fragrance, how families bond around food – That’s where the magic lies.

What differentiates Curry Nation from larger, global network agencies?

Priti Nair: Global networks sell processes. We sell perspective. A multinational agency may offer a global template, but for an owner-managed commodity business, that’s like buying an expensive suit off the rack – It won’t fit.

At Curry Nation, we sit with the founders, reframe their business through brand thinking, and make creativity the last mile that drives sales.

“We are not an agency you outsource to; we are a growth partner you co-create with.”

What do today’s brands expect from agencies, and how are these expectations different from a decade ago?

Nagessh Pannaswami: A decade ago, clients wanted TV spots and visibility. Today, they want traction, growth, and differentiation.

• They expect brand architecture as much as they expect advertising.
• They want multi-channel fluency – From retail to reels.
• And above all, they want partners who take responsibility for outcomes, not just deliverables.

“Today’s client doesn’t want a vendor of ads. They want a partner of outcomes.”

What challenges do independent agencies like Curry Nation face compared to large multinational firms?

Priti Nair: The challenge is obvious – Scale, resources, global case libraries. But the advantage is sharper – Focus, speed and hunger.

We are closer to the founder, sharper in our positioning, and faster in execution. We don’t drown in layers of approvals. For a ₹100 Cr business that wants to grow 3x, that’s the difference between surviving the next decade or leading it.

“Our smallness is our sharpness.”

What are your future growth plans for Curry Nation in India and globally?

Nagessh Pannaswami: Our goal is not to be the biggest agency, but the most impactful one for commodity businesses.

By 2028, we want to be known as the agency that:

• Helped transform 100+ commodity businesses into brands.
• Built a global playbook for Commodity-to-Brand (C2B) transformation.
• And created IPs – From workshops to awards – That changed how entrepreneurs think about branding.

“The next global case studies won’t come from New York or London. They’ll come from Indian commodity entrepreneurs who dared to be different.”

Their journey reflects passion, purpose, and an unwavering belief in creativity rooted in cultural truth.

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