WTH? bags creative duties for Casa Brands India

By Raushni Bhagia , afaqs!, New Delhi | In Advertising | August 14, 2012
The size of the account is estimated at Rs 3-4 crore. The agency won the account following a multi-agency pitch that began in June.


Dheeraj Kumar

Umang Srivastava

Casa Brands India, a home utility products company, has handed over its creative mandate to the Delhi-based agency, What The Hell? (WTH?). The mandate also includes the product line, Bonita, which was launched early this year.

The win follows a multi agency pitch that was initiated in June in Delhi. The account size is estimated at Rs 3-4 crore.

Casa means 'home'. Casa Brands deals in home organising and storage products (ironing boards, shoe racks, garment racks) and plans to launch international home utility brands in India. Bonita, launched on the e-commerce portal casabrands.in, is also available at retail stores.

Umang Srivastava, joint managing director, Casa Brands, says, "We launched the brand in January this year. The most crucial thing at this moment is to create awareness about it. We are not looking at tapping television in the near future. We look forward to fresh ideas from the agency as the brand resonates with freshness and newer concepts."

The company plans to expand its presence beyond its current markets in Kerala, Delhi, Punjab, Haryana, western Uttar Pradesh and some parts of Maharashtra. The first campaign will focus on the digital platform and will try to tap magazines in the print medium. It also plans to shoot a commercial for a viral campaign on the digital platform.

Dheeraj Kumar, director, WTH?, says, "It is one of the most exciting brands for us, adding diversity to our portfolio. We will focus on the basic brand architecture and brand template in the first phase and then support it with brand-led campaigns."

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