Andslite Pvt Ltd, a pioneer in LED torch light and LED lighting in India, has appointed What The Hell? as its creative agency following a multi-agency pitch that was called in December 2011. The account size is pegged at Rs 7 crore. Wizmore Communications, the media wing of What The Hell?, has been assigned the media duties.
The win for What The Hell? comes close on the heels of the agency bagging the new herbal drinking water brand from Serama Energy India Pvt Ltd.
On awarding the business to What The Hell?, P Saravanan, Director, Andslite Pvt Ltd, said, “We roped in What The Hell? because they were very different in their approach. Being a very young team, their ideas were fresh and new. Andslite are the pioneers in LED lighting in India, but we somehow missed the advantage. I’m sure What The Hell? will make the difference for us.”
Commenting on this latest win, Dhiraj Kumar, Director, What The Hell?, said, “The agency is on a winning spree. It is a very exciting time for all of us here at What The Hell? and we are enjoying it. Andslite is a very different product and its TA is also very different from the other brands we have. It is very exciting to study the psyche of the rural Indian society. Vernacular is the key. We are hoping to have some great fun working on this brand.”
The agency is positioning the product as something that would empower the rural people and make their lives better. Keeping in mind this positioning peg, What the Hell? will be completely rehauling the brand – the logo, the design, et al. This exercise will last for two months.
The product is rural centric product and the target markets are Uttar Pradesh, Bihar, Madhya Pradesh, Chhattisgarh, Uttarakhand, South India, and parts of the North East region. Keeping in mind the target markets, 80 per cent of the media spends have been allocated for regional communications and 20 per cent for national.
Besides taking the usual route of OOH, radio and television, the agency will also initiate dialogues at village chaupals, talk to farmers and village elders to create awareness about the product. The product has been designed keeping in mind the power situation in rural areas, which often suffer long hours of power cuts. The solar lanterns also come equipped with mobile chargers. The company is also exploring possibilities of introducing solar UPS and inverters.
Serama Energy assigns new herbal water brand to What The Hell?