What The Hell? bags creative mandate for Andslite

The agency won the business following a multi-agency pitch held in Delhi.

Following a multi-agency pitch, solar and LED products manufacturing company Andslite has awarded its creative duties to Delhi-based agency, What The Hell?. The overall size of the business is close to Rs 10 crore.

Confirming the development, P Saravanan, director, Andslite, says, "We have worked with a few agencies on a project basis earlier. This is the first time that we have got an agency on board. The agency has young minds and their ideas are fresh."

As part of the mandate, the agency will work to revamp the entire brand, including a new logo and a website. It is learnt that the company plans to launch several new products and the idea will be to reflect modernisation. The new look of the brand will be launched in two months.

Dhiraj Kumar, director, What The Hell?, says, "We are targeting SEC B and C consumers and will utilise mainly the mass media vehicles. Regional print and television platforms will also be a smaller part of the entire campaign. We plan to use outdoor advertising with funnel effect on railway stations and bus stands."

Wizmore handles the media duties for the brand.

The company also plans to launch a campaign with high focus on Tier 2and Tier 3 cities in Uttar Pradesh, Madhya Pradesh, Chhattisgarh, Jharkhand, Assam and Northeast India. For this, the agency plans to ride on regional media, along with outdoor and interactive programmes.

For the record, Andslite's manufacturing unit is based in Haridwar. Since 2002, the company has dealt in solar and LED products such as solar home lights, general torch lights, water-proof lights, railway signal torches and energy saving LED bulbs.