Following a multi-agency pitch, Casa Brands India, a home utility products company, has roped in Delhi-based creative agency, What The Hell? (WTH?) to establish its brand Bonita. Bonita was launched by Casa Brands early this year. The size of the account is estimated to be Rs 3 cr – Rs 4 cr.
The win comes close on the heels of Casa Brands assigning its PR mandate to Teamwork Communications.
On choosing What The Hell?, Umang Srivastava, Joint Managing Director, Casa Brands India said, “At this point of time, brand visibility and public awareness is very crucial. We believe that our association with What The Hell? will create an experimental marketing environment by sharing the essence of Bonita. We were looking for young creative minds and with WTH we discovered that passion for work.”
The company plans to expand its presence beyond the 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. “We also plan to shoot a commercial for a viral campaign on the digital platform,” Srivastava added.
Casa Brands under its brand Bonita, which means beautiful in Spanish, deals with a wide range of household products. The company plans to launch international home utility brands in India, shared an official release.
Commenting on the win, Dheeraj Kumar, Director, What The Hell? said, “We will focus on the basic brand architecture and brand template in the first phase and then support it with brand-led campaigns.”
Casa Brands assigns PR mandate to Teamwork