WTH? wins creative rights for Casa Brands India

Bonita, a complete household solution under one roof, was launched by Casa Brands early this year

BestMediaInfo Bureau | Delhi | September 12, 2012

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 their brand Bonita. Bonita, a complete household solution under one roof, was launched by Casa Brands early this year. The size of the account is estimated at Rs 3-4 crore.

Casa Brands, under its brand Bonita that means beautiful in Spanish, deals with a wide range of household products that add colour to home décor. They plan to launch international home utility brands in India. Bonita has already launched its website, www.casabrands.in, with online shopping facility and is very active on social networking portals. The website displays their wide range of products range from small and compact ironing boards to stylish shoe organizers to ultra thin dryers and various offers and discounts.

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? (WTH?) 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."

“We plan to expand its presence beyond our 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,” she added.

Dheeraj Kumar, Director, WTH?, said, "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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