The agency will work on the brand's retail marketing duties.
Tattva Art Hardware has appointed ITSA Brand Communications as its retail strategy partner.
Shalini C Goyal, director, Tattva, attributes the appointment of ITSA to the need to rope in "some fresh perspective and unconventional thinking to take the brand to the next level."
Emmanuel Upputuru, founder and chief innovation officer, ITSA, says about the new account, "When Shalini got in touch with me and said they have 'a small brand thinking big', called Tattva, I said, 'I am your customer. I have your curtain rods and finials in my house.'"
Conceived and designed by former IITian Mukul Goyal, Tattva Art Hardware is available in over 200 outlets across the country. The product range includes curtain hardware, bathroom hardware, door handles and lighting. Goyal established Designwise India, an organisation with interests in design, in 1998, of which Tattva is a part.
ITSA is a Mumbai-based agency that, in collaboration with Concept Communications, offers advertising, PR, digital and sports marketing capabilities. ITSA was founded in July, 2012 by Emmanuel Upputuru, ex-national creative director, Publicis; Anirban Mozumdar, ex-national planning director, Publicis and Daniel Upputuru, ex-head of TAG McCann Delhi, along with Concept's Vivek Suchanti.
ITSA recently won the creative duties for travel booking site Goibibo.com.