MUMBAI: What The Hell? has won the creative duties of Casa Brands India following a multi-agency pitch that was initiated in June.

The account size is pegged at around Rs 300-400 million.

Casa Brands India deals in home organising and storage products (ironing boards, shoe racks, garment racks etc.). Since the products are targeted at the urban population, online/digital will also be an important inclusion in the communication plan, the agency said.

Casa Brands India joint managing director Umang Srivastava 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. Our products are unique and in today‘s urban lifestyles where homes are getting smaller they are very useful as well. What is needed is to create an awareness about them. We launched the brand in January this year. The most crucial thing at this moment is to create awareness about it. We are not looking at tapping television in the near future. We look forward to fresh ideas from the agency as the brand resonates with freshness and newer concepts."

WTH? director Dhiraj Sinha added, "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."