MUMBAI: Following a multi-agency pitch, Bangalore-based advertising agency Happy has bagged the creative duties for Diesel for the India market.

The global fashion label will enter the Indian market through a joint venture with Reliance Brands and will be known as Diesel Fashion India Reliance.
 
The agency has already started work on the brand and is working on the launch plans for Diesel‘s foray in the Indian market.

Says Happy co-founders & directors Kartik Iyer and Praveen Das, "It‘s been a dream to work on Diesel from the day we knew of the brand. Its even more encouraging to know that our ideas matched the tone and energy of the brand, as it stands today." 
 
Says Reliance Brands CEO Darshan Mehta, "In Happy, we found creative partners who best understand and resonate the Diesel DNA. What we love the most about them is their freshness of approach." 
 
In India, Diesel will be launched over spring/summer 2010. The campaign promises to be entertaining through its "untypical" messaging.