What The Hell wins creative duties of Serama Corporation's herbal drinking water

By Raushni Bhagia , afaqs!, New Delhi | In Advertising | February 24, 2012
The agency won the business following a multi-agency pitch that was called in January. The budget for the launch campaign is Rs 10-12 crore.

Delhi-based agency What The Hell has won the creative duties of Malaysia-based Serama Corporation's upcoming bottled herbal drinking water. The agency won the business following a multi-agency pitch held in January. The advertising spends for the launch campaign are said to be in the region of Rs 10-12 crore.

The promoter of Serama Corporation in India says, "The agency proposed an impressive positioning for the brand and we are sure that it will help us tap into the Indian market well through all the media platforms that we plan to employ. We also look forward to taking a brand ambassador on board in the later stages."

Dhiraj Kumar

Dhiraj Kumar, director, What The Hell, says, that along with existing on-ground activations, the new campaign plan will include a digital campaign through social media. "Our main focus will be on sampling of the product. We want the consumer to feel and understand the product and its taste," he adds.

Plans are also on to promote the product on B2B platforms, to rope in corporates as well.

A senior executive from the agency tells afaqs!, "The company was looking for an interesting positioning for herbal drinking water. While we worked on that, the client also appreciated the ambient and on-ground ideas we brought to the table."

Wizmore Communications handles the media duties for the brand.

For the record, Serama Corporation is all set to launch its bottled herbal drinking water in India in another two months. The product targets premium category users, with the price of a bottle touted to be fixed higher than other bottled mineral water brands in India. The launch of the drink also marks the company's entry into the Indian bottled water market. It already has products like Aqua Gold Herbal drinking water, which it manufactures and markets in Malaysia.