ITSA Wins Creative Duties for HomeBrain

There was no pitch involved in the process.

HomeBrain - the new venture of Networld Inc, an IT enabled Automation consulting - has awarded its creative mandate to ITSA Brand Communications. There was no pitch involved in the process. The agency's mandate is to bring an element of edge and create awareness about the brand.

With a goal to make homes intelligent, Home Brain aims at providing a user-friendly home automation system that ensures state-of-the-art experience with technologically advanced products to enhance security, increase energy efficiency, and simplify life. It helps homeowners save time, money and a life adorned with beyond-luxury experiences.

The service has already had a pilot launch with a few specific projects. However, ITSA is now working towards a formal launch. The company is in the process of setting up an experience centre in Gurgaon, which would be used to demonstrate the lifestyle, security, efficiency and experiential benefits of home automation.

Home automation, like many other categories in India has a small base, but is growing fast. With rising incomes and premium homes and living, home automation is expected to become a thriving sector over the next decade. Ravi Shankar, CEO, HomeBrain, comments, "It's important to disrupt and become a brand of repute in a growing category without any strong, standout brands or names, well, just yet. I know from my experience in the past with Emmanuel (Upputuru) that he understands how to get to this in the best possible way."

Speaking on the win, Emmanuel Upputuru, founder, ITSA says, "I have known Ravi for over a decade now. I used to freelance for him and he has always, without exception, bought some crazy work. He has ambitious plans in the automation space and I am hoping we will do work that will get talked about for more than one reason."

For the record, ITSA is a two-year-old company, based in Gurgaon, set up by Upputuru, erstwhile national creative director, Publicis; Anirban Mozumdar, ex-national planning director, Publicis along with Concept's Vivek Suchanti. The agency handles the creative duties of HCL Technologies, American Express, Intuit, DCM, Oxigen Wallet and dot Desi.