MUMBAI: Delhi based creative agency What The Hell? (WTH?) has bagged the creative duties for electronic voucher distribution system provider Payworld. The brand's creative mandate was with Grasshoppers prior to this.

The account size is in the range of Rs 140 million and the focus of spends will be on online/digital and BTL activities.

No pitch was called for the account and the decision was made after WTH? approached the e-commerce company with its ideas, the agency said. The move comes in preparation to the company's plans to diversify in the money remittance and mobile payments segment.

Payworld COO Praveen Dhabhai said, "With new services and verticals being launched we were looking for a strategically strong and creatively excellent partner. That's where we found What The Hell? fitting in with their strong hold and sound knowledge on online and digital marketing domain will give us an edge."

WTH? Director Dhiraj Kumar added, "It's a great win for WTH? The buying behaviour of the Indian Janta is shifting towards online at a very fast pace. Hence, it would be interesting for us to carve a niche for Payworld in the domain. With Payworld diversifying into mobile payments, the account win becomes a lot more exciting."

WTH? strategic planner- digital and new media Aman Mishra said, "Payworld will be an exciting account to work on. Online and digital will be the key. Mobile is a very exciting space to work in. Planning digital and interactive things for it would be fun."

Payworld, a 40 year old company, is a part of Sugal and Damani Group and have diverse interests ranging from hospitality, real-estate and jewellery to broking travel and tourism and engineering.