ITSA wins Tattva Art Hardware business

The agency will work on the brand's retail marketing duties.

Tattva Art Hardware has appointed ITSA Brand Communications as its retail strategy partner.

No formal pitch process was conducted; the account was awarded following an evaluation of ITSA's credentials and ability to drive business goals through innovative thinking. ITSA's mandate includes working on the brand concept, creating targeted communication to key audiences and maximising the company's retail presence to drive sales. The agency will be responsible for deciding the brand's priorities and allocating the communication budget.

Shalini C Goyal, director, Tattva, attributes the appointment of ITSA to the need to rope in "some fresh perspective and unconventional thinking to take the brand to the next level."

Emmanuel Upputuru, founder and chief innovation officer, ITSA, says about the new account, "When Shalini got in touch with me and said they have 'a small brand thinking big', called Tattva, I said, 'I am your customer. I have your curtain rods and finials in my house.'"

Conceived and designed by former IITian Mukul Goyal, Tattva Art Hardware is available in over 200 outlets across the country. The product range includes curtain hardware, bathroom hardware, door handles and lighting. Goyal established Designwise India, an organisation with interests in design, in 1998, of which Tattva is a part.

ITSA is a Mumbai-based agency that, in collaboration with Concept Communications, offers advertising, PR, digital and sports marketing capabilities. ITSA was founded in July, 2012 by Emmanuel Upputuru, ex-national creative director, Publicis; Anirban Mozumdar, ex-national planning director, Publicis and Daniel Upputuru, ex-head of TAG McCann Delhi, along with Concept's Vivek Suchanti.

ITSA recently won the creative duties for travel booking site Goibibo.com.