Mumbai: Following a competitive multi-agency pitch, Tonic Worldwide, a digital-first creative agency, has won the digital mandate for Waman Hari Pethe, a Mumbai-based Jewellery brand founded in the year 1909 with a legacy of 114 years.

Tonic Worldwide has come on board as the brand's digital partner with the mission of growing the business through integrated brand communication.

WHP Jewellers is the online counterpart of the Waman Hari Pethe brand, a one-stop destination for all your jewellery needs. Helmed by Dr. Aditya Pethe, the present generation member of the founding family. The brand offers affordable gold and diamond jewellery in classic and contemporary styles with an option for customisation. Another offering from the brand is silver home accents and utensils for puja purposes. The brand also offers a range of contemporary silver jewellery under the sub brand Anayra.

Speaking on the new partnership, Tonic Worldwide co-founder & CEO Chetan Asher said, "We are excited to partner Waman Hari Pethe in its vision to reach the digital audience with WHP, the digital brand that will cater to the younger generation. This TG is increasingly getting more interested in the category.  With our digital first approach to brands and the understanding of e-commerce funnels, we wish to put the brand in the TG’s top consideration. Our specialist arms GIPSI, Twip and Yellow Labs will play an important role along with our media expertise in realising this vision."

Speaking about this new collaboration, Waman Hari Pethe Jewellers MD Dr. Aditya Pethe said, "With this new venture we are looking at creating an online brand identity for WHP Jewellers that will have pan India resonance. Our aim is to expand the Waman Hari brand to include a larger group of patrons, especially the younger generation through relatable and trending content. We are looking forward to this new journey."