MxMIndia

Tag: Manish Bhatt

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Scarecrow rides on the magic of Swaha for Rupa Thermocot

    Manish Bhatt, Founder Director, Scarecrow Communications

     

    Name of the campaign/ Ad:  Swaha for Rupa Thermocot

     

    The Brief: Besides the functional benefit of the product, also to up the cool quotient of the brand.

     

    Research insights: In a category cluttered with functional messaging, Thermocot, the thermal wear brand from the house of Rupa, has launched a new TVC to make the most of winter, which is just around the corner. While most competitors have always positioned themselves on the functional benefit of the product, i.e. great warmth, Thermocot has gone a step ahead and positioned itself as a fashion and lifestyle brand, which not only gives warmth but also makes the wearer look ‘hot’.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=iiUKCf8Sz8U[/youtube]

    The thought process behind the creative: The film is based on an audio track, which is sung like a Sanskrit chant. The idea is to create an audio mnemonic using the word ‘Swaha’ in a whole new context. Girls going ‘weak at the knees’ looking at the guy is a category code. The out-and-out Indian track slapped against images straight out of Parisian streets, helps the film stand out in the clutter.  What also adds to the film’s appeal is the way it explores female stereotypes – both lyrically and visually.

     

    Media vehicles chosen: TVC.

     

    Key issues kept in mind while executing the ad:  To get the look of the film right was critical. The twilight lighting and various background and foreground flare techniques employed by Ayananka Bose, the multi-award-winning DOP of Kites, helped in giving the film a distinct look.

     

    What is the differentiating factor about the ad? Be it Tata Sky’s Life Jhingalala or Pond’s Googly Woogly Wooksh, an audio mnemonic helps in making the communication sticky. Here Scarecrow looked at Sanskrit – the great Indian language, on the verge of extinction today, to derive their own audio property – Swaha.

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Roma switches: The leader talks

    Raghu Bhat
    Manish Bhatt

    Raghu Bhat and Manish Bhatt, Founder Directors, Scarecrow Communications

     

    Name of the campaign/ad: Roma

     

    The brief: To make a point about Roma being the best-selling in the modular switches catgory in an effective manner.

     

    Research: Roma is the largest selling modular switch by a distance and yet, very few people know this.

     

    Key issues: The campaign uses foreigners as tourist guides and makes them speak Hindi, in their own distinctive manner, without tutoring them, and all of this adds to the enjoyment. Not many people know that Roma is from the Anchor Panasonic stable. This ad also seeks to address that.

     

    Media Vehicles: TVC led

     

    Differentiating factor: The TVC uses memorable casting, comic timing and interesting locales, such as the Wat Arun Pagoda, an underwater oceanarium and the lush green forests around Pattaya. There is a huge thrill in watching hi-funda foreigners getting bested by Indians. This is the layer that makes the ads even more fun.

     

    Market / Client feedback: To establish the leadership premise of Roma without being too serious. It’s a bit too early to gauge, but the commercials manage to convey this message effectively.

     

  • Scarecrow Communications has promoted Kapil Tammal from a Creative Director to an ECD

    Kapil Tammal promoted as Scarecrow ECD

    By Shubhangi Mehta

     

    Kapil Tammal

    Kapil Tammal joined Scarecrow Communications, Mumbai as creative director almost two years back and has now been promoted to Executive Creative Director. He moved in from McCann Erickson, Mumbai where he was a creative director. At Scarecrow Communications, Mr Tammal reports into the agency’s co-founders (cum directors) Raghu Bhat and Manish Bhatt and will continue reporting into them.

     

    On Mr Tammal’s elevation, Manish Bhatt, founder, Scarecrow, said: “Kapil has completed almost two years at Scarecrow. We are now looking at building a strong team headed by Kapil. As a worker Kapil brings in a lot to the table in terms of hard work, quality and he has a wonderful sense of design and idea. We knew hiring him was a great decision, but with his performance he has not left any doubt anywhere. At Scarecrow, we believe in growth of deserving workers and we decided to promote Kapil and credit him for his immense hard work.”

     

    Manish Bhatt

    Kapil Tammal, now ECD, Scarecrow, said: “It’s been a fantastic year. I’m happy and hoping to build a very strong team and put forth as much as I can in terms of great work.”

     

    Mr Tammal studied at the Sir JJ Institute of Applied Art and some of the brands he has worked with in the advertising industry, include Vaseline, Pears, Liril, Maybelline, Hanes, Wonderbra, The Economic Times, Onida, Siemens, Britannia, Nerolac, NDTV, Cathay Pacific, BIG Cinemas, EsselWorld Theme Park, NEO Cricket/Sports, Indian Oil Corporation, SBI, UTI, HDFC, Tata Indicom, Eureka Forbes amongst others

     

  • Simplicity and hard work seem to have worked for Scarecrow Communications which has been on an account-winning spree

    Scarecrow’s simple way to Success

     

    By Tuhina Anand

     

    We try harder as we are not number 1! This line aptly sums up the attitude that has helped in the success of Scarecrow Communications. Launched in February 2010, the agency has seen growth which has surpassed the expectation of the four partners – Manish Bhatt, Raghu Bhat, Arunava (Joy) Sengupta and Vivek Suchanti.

     

    The mantra for success as Manish Bhatt himself puts is that like the name of the agency, Scarecrow: We as an organization are rooted to ground and are earthy in our approach. We believe in doing hard work and we have taken the longer route to success while slogging to reach where we are today. We don’t get swayed by things happening around and do not get into creative indulgence, but do work that brings a real difference to our clients’ brands.

     

    Mr Bhatt recounts the journey that they embarked on with Scarecrow – even before they started, the duo (Manish and Raghu) were approached by a few network agencies and some independents to work for them as freelancers. So when they actually announced Scarecrow, they had four clients on board.

     

    CLIENTSPEAK
     

    Subhrangshu Neogi, Director- Brand and Corporate Communications, Religare Enterprises

    Working with Scarecrow has been exciting so far. They don’t approach the engagement like a typical client-agency matrix but do so more from a partnership context. They sit and co-create – co-creation is not just lip service. The team, including the founding partners themselves, make that extra effort to understand the little details and nuances which eventually leads to the creation of a good breakthrough end product.

     

    Jiby Thomas, Co-founder, VP, Marketing, Quikr

    We decided to partner with Scarecrow because of their ability to  align their creative thinking to business strategy and develop breakthrough creative that connects with consumers. They are young, hungry and passionate about the work they do and brands they work for.

     

    Dinesh Aggarwal, Joint Managing Director, Anchor Electricals

    From the outset, Anchor was clear that we wanted to associate with a small agency. As the company was evolving and moving away from being a family owned business to being a part of an MNC, there were a lot of processes which were not in place and it was time for a change. What we had in mind was an agency that would become an integral part of our organisation and understand our challenges and meets them effectively. We wanted the agency to grow along with the company. With Scarecrow, the partnership has unfolded exactly as we had envisioned. They understand our issues and requirements and very often they come with more solutions than what we have asked for. In fact, even during the pitch process we were impressed by their involvement with the brand. More importantly, my team is comfortable working with them and I would say that its been a positive relationship.

     

    One thing the partners were clear about, even when they started, was to not establish themselves as boutique, but as a full service agency. Raghu Bhat said: “We wanted Scarecrow to be one-stop that delivers a client’s business and marketing solutions. Also we were clear that for an organization to sustain growth, we need to deliver diverse solutions.”

     

    Interestingly, the agency’s digital presence is just one page that gives their contact details along with their logo. The explanation being that they don’t want people to come with any prejudice while approaching the agency, hence the single contact page works best for them as it gives out crucial detail and has even given them many leads.

     

    As Mr Bhatt explained: “It’s a clean slate for those who want to connect with us with no preconceived notions, and I think this approach has worked best for us.”

     

    When they started out, Joy Sengupta explained, there were 18 people and within 4-6 months they wanted more people on board. “The truth is that we have ambitions but we were never over-confident or over-ambitious, and in that sense we underestimated our potential. Now the agency has over 50 people on board and has offices in Mumbai and Delhi and is looking to expand footprint.”

     

    Another reason, according to Manish Bhatt, that has worked to Scarecrow’s advantage: “Advertising is ultimately people’s business and if you don’t recognize that, you would not grow. We have consciously tried to get fairly senior resources in the agency and have focused on empowering our second line of resources. We take pride in the fact that we have invested in people.”

     

    The focus has been to give best service to the clients, and for this the agency had to do certain trade-offs. Most importantly, the agency didn’t concentrate on any awards nor entered for awards, instead they focused on client servicing and acquiring new businesses. However, getting new business has not been an issue, as many came because of the equity the partners enjoy in the industry.

     

    Mr Bhatt said: “Scarecrow, since its launch, has managed to create buzz and remain at the top of mind of the industry. For us getting new business has not been a constraint.”

     

    So what is it that has made the independents take the industry by such a storm – is it because the value for money small sized agency would provide? On the contrary, Mr Sengupta pointed: “We are rather expensive, as we don’t have scale that big agency networks provide. So, if I have a new client, I might actually hire new people to look after that business, than in a bigger agency which might just end up reshuffling the resources.”

     

    Another practice that Scarecrow doesn’t encourage is taking up businesses on project basis, 90 per cent of their business is on retainer basis, allowing them a sense of stability.

     

    While they have Nestle, Danone, Religare, Future Capital and a host of other businesses but when asked where are the big ticket spenders who many of the independents have in their kitty, Mr Bhatt said: “We are only two-years old, and I think the big brands would come to us, but we have not designed from the beginning to have them, as we believe we must do good work and we will get good work by default. We have got the mid-sized businesses and probably the bigger spenders too will follow.”

     

    Right now the focus for the agency is to build the Delhi branch and look at getting more visible work. It has recently come out with 10 second ad for Quickr that has been garnering good reviews.

     

    Scarecrow also has a gallery that is a platform for encouraging talent. Besides they encourage industry experts to come at the gallery and share their view points with others in the industry. They also have initiated MoM or Method of Madness which is a reverse internship program, where instead of few interns coming and working with them, team Scarecrow goes on campus and participates and interacts with the students.

     

    Asked if Scarecrow was open to selling its stakes, Raghu Bhat replied: “I think we have enough going in India, so we not looking for selling any stakes. However, we are open to collaborating with partners that will help us in maximizing our potential.” The agency also doesn’t rule out the possibility of acquiring an entity outside of India which will help them in expanding their footprint.

     

    Mr Bhatt concluded: “We are a group of well grounded, down to earth people. When you see us at any pitch you can make out that we don’t come with any swagger that many in the business come with. We are genuinely interested in the brand and want to make it work for the clients in the market place. We might not have the big telecom spender or the cola giant but our clients, with variety of portfolio, truly gives us an opportunity to bring creativity that will help their businesses grow.”

     

  • The account will be handled out of Scarecrow's Mumbai office

    Scarecrow bags creative duties for Emami Healthy & Tasty

    By A Correspondent

     

    Emami Healthy & Tasty has appointed Scarecrow Communications as its creative agency. The account will be handled out of Scarecrow’s Mumbai office.

     

    Healthy & Tasty, from Emami Biotech Limited with a presence across 6 states, has an ambitious plan to go national during the course of this financial year. Despite being in existence for a short period of just over two years in a highly complex category with various regional variants and preferences and a litany of national and local players, the brand has been able to create a premium imagery and consumer preference for itself and is well on it’s way to becoming a strong national brand.

     

    Saroj Chakraborty, CEO, Emami Biotech, said: “Healthy & Tasty is a young brand with a strong appetite for growth and needed an equally young creative agency with great creative abilities to be able to match its aspirations. Scarecrow fits the bill and I have no doubt that their creative skills would be able to bring forth the inherent goodness of the brand to the consumer and help translate the brand’s aspirations into reality.”

     

    Manish Bhatt, Founder-Director, Scarecrow Communications, said: “This is one of the sweetest wins for Scarecrow. Emami is one of the most advertising-savvy companies inIndiaand it is an honor to work on one of their most prestigious brands.”

     

    Joy Sengupta, Founder-Director, Scarecrow Communications, added: “There are truly very few national brands in edible oil. We hope to create advertising that will help Healthy & Tasty find a place in a woman’s heart and also, her kitchen.”

     

  • Scarecrow Communications bags creative mandate for the corporate brand of Religare Enterprises

    Scarecrow bags corporate mandate for Religare

    From the MxM Infodesk

     

    Religare Enterprises Ltd. has appointed Scarecrow Communications as its creative agency for its corporate brand. The account will be handled out of Scarecrow’s Mumbai office. The incumbent on the account was Ogilvy, Delhi.

     

    This win represents a deepening of the Scarecrow Communications’ relationship with the Religare group. Scarecrow already handles Religare Broking, Religare Health Insurance and Religare Macquarie.

     

    Subhrangshu Neogi, Director, Branding and Communications, Religare, said, “As a group we have had a long standing partnership with Scarecrow. The team has consistently delivered high quality and path breaking creative work across all product lines assigned to them so far. We have now decided to enlarge the scope of their mandate to include some key corporate assignments as well . We look forward to continue working with them.”

     

    Raghu Bhat, Founder Director, Scarecrow Communications,  added, “Religare was Scarecrow’s first client. It’s fair to say that Scarecrow came into existence because of Religare. It’s very satisfying to note that since KILB, we have maintained our standards of creative excellence on this brand and have been rewarded with this very significant assignment.”

     

    Manish Bhatt, Founder Director, Scarecrow Communications,said, “Religare is a brand very dear to our hearts as we we have had a long and mutually rewarding association, that goes beyond professional ties. We thank Subhrangshu and his team for once again reposing trust in Scarecrow.”

     

    Religare Enterprises Limited (REL) is one of India’s leading financial services group. Religare offers a wide array of services including broking, insurance, asset management, lending solutions, investment banking and wealth management. With a network of over 2,200 business centres across 550 plus locations, and more than a million clients, REL enjoys a dominant presence in the Indian financial services space.

     

  • If size would have always been proportional to the potential of things, then microprocessor chips would have never got invented, says Manish Bhatt

    The Anchor: Manish Bhatt on 5 myths people have about an independent agency

    Manish Bhatt

    By Manish Bhatt,Founder Director,Scarecrow Communications Ltd.

     

    Myth 1: Independent agencies are the land of scamsters

    Just like the world thought India is a land of snake charmers and elephants… We think every man in Jaisalmer wears a turban and has royal mustaches and a parting beard… People who haven’t visited the South of France always think that every beach of French Rivierais a nudist beach… People think independent agencies are the breeding grounds and shelters for scamsters. Dear Scamsters, beware… The creative department of Independent agencies are not governed by Global Creative Council in Chicago. Neither by those aspirant NCDs who want to score high in Cannes by indulging in some scams, so that he or she can attend the next global creative council meeting in the exotic destinations like Sao Paulo, Santa Clara or Jamaica.

     

    Myth 2: Independent agencies are cheap

    The Network Agency with presence in 24 countries and 100 offices across the world can charge premium. But thinking that Indian independent agencies with presence in 2 cities are cheap to hire – if this is true, then buying clothes from Big Bazaar (with around 1,000 stores across cities) should be more expensive than clothes sold at Versace or Armani with 2 city presence.

     

    Myth 3: Independent agencies are small creative hot shops

    If size would have always been proportional to the potential of things, then microprocessor chips would have never got invented. In 2 years’ time, Scarecrow has 2 offices, 50 people, a separate Design division, an Art Gallery, more than 25 brands across 4 cities, will you call us a creative boutique or a full service agency?

     

    Myth 4: Independent agencies can never attract MNC brands

    When an Indian can buyout global brands such as Jaguar and Land Rover, why can’t an Indian independent agency attract global brands? Look at Pepsi working with Taproot, Audi with Creativeland Asia and we at Scarecrow working with MNC Brands like Nestle, Eristoff (Bacardi), Viacom, Danone, Anchor Panasonic and Barclays.

     

    Myth 5: Independent agencies can never attract great talent

    People with good taste always prefer to stay in an isolated cottage, a countryside vs  a multi-storied apartment in the hustle bustle of the city. That’s why we have one of the best design minds of the country like Kapil Tammal in our Mumbai office and Andy at Delhi office – the man behind ‘Mein aur meri Maggi’ campaign.

     

    Manish Bhatt is Founder Director, Scarecrow Communications Ltd.

     

  • Scarecrow's Manish Bhatt will be judging Cannes Lions 2012 in the Direct category.

    Manish Bhatt to be Cannes Lions judge

     

     

    By A Correspondent

     

    Cannes Lions International Festival of Creativity 2012 is in the process of finalizing its jury teams for various categories. Manish Bhatt, Founder Director, Scarecrow will be representing India in the Direct category.

     

    Gideon Amichay, former Chief Creative Officer and Joint Managing Partner of Shalmor Avnon Amichay / Y&R Interactive Tel Aviv, Israel from 1994-2011, will chair the Direct Lions Jury.

     

    The founder director of Scarecrow Communications Ltd, Manish Bhatt is originally a civil engineer by qualification, and started on a career as a site engineer with the Gujarat State Fertilizer Corporation. But he soon got bored with machines, boilers and chimneys and decided to enter the world of advertising. Having armed himself with a BFA, he joined Contract (a WPP agency) in 1995.

     

    In a career spanning 15 years, he has worked with leading agencies like Ogilvy & Mather, McCann Erickson, Ambience Publicis and handled brands including Tata Indicom, Aegon Religare, Cadbury, Asian Paints, HSBC, Hanes, Wonderbra, Vaseline, Johnson & Johnson, L’Oreal, Nestle, Eristoff (Bacardi), Barclays, Anchor Panasonic and Viacom 18.

     

    His work has been recognized by award bodies such as Cannes Lions, D&AD, One Show, Clio, Communication Arts and the Asia Pacific Awards, among others. The Scarecrow office doubles as an art gallery, promoting young and often offbeat talent.

     

  • The agency will handle all aspects of Pentair's communication including creative, strategy, design, activation and media

    Scarecrow Communications bags Pentair water solutions account

    By A Correspondent

     

    Pentair Water solutions has appointed Scarecrow Communications, Delhi as its advertising agency. The agency will handle all aspects of Pentair’s communication including creative, strategy, design, activation and media.

     

    Pentair Inc, based inMinnesota, USA, is one of the global leader in water solutions and purification in the world. It is known for cutting edge technology and unmatched range of products that are used in industrial applications, commercial installations, municipal requirements and residential water solutions.

     

    The company has a pan-India presence and employs over 600 people. Some of its projects include providing filtration solutions at IGI Airport, New Delhi, Taj Presidency, Mumbai, Pump packages at Gautam Buddh International circuit (F1 track), GMR Aerospace project in Hyderabad, Michelin Factory, Pepsico, and pool equipment installations at ITC Maurya, Delhi and Taj Hotel, Bangalore.

     

    “We look forward to work with Scarecrow not only to build our brand in the Indian Market, but also increase overall awareness for water-related issues,” said Mukund Vasudevan, Managing Director & Country Head, Pentair.

     

    “Pentair is a global brand. Yet inIndia, as far as branding goes, it is almost starting from scratch. So there is no baggage and we can roll out the brand experience in India with maximum freedom,” said Manish Bhatt, Founder Director, Scarecrow Communications.

     

    “Most of us have used Pentair products and yet, may not be aware of it. This association Pentair gives us an opportunity to do some great work in the B2B as well as B2C space,” said Raghu Bhat, Founder Director, Scarecrow Communications.

     

    Scarecrow Communications is one ofIndia’s fastest growing full-fledged advertising agencies providing every solution under one roof, including creative, media, PR, digital as well as design. Scarecrow, headquartered in Mumbai, already handles many Delhi-based brands such as DLF, Nestle, MVL Mobiles, Religare and BPCL.

  • Benetton tried to spread an anti-hate message with its campaign showing public figures, including the Pope, locking lips. Unfortunately it backfired and drew the Vatican’s anger instead. What does the industry have to say about the fiasco?

    Benetton’s shock treatment works, say creatives

    By Tuhina Anand

     

    Benetton’s Unhate campaign aimed at leaders and citizens of the world to combat the ‘culture of hatred’ with its Unhate Foundation has shocked many. One of its visuals showed Pope Benedict XVI in a lip-lock with Imam of Al-Azhar mosque in Cairo. This has caused such a furore that the ad had to be pulled off and an official statement on Benetton’s website said, “We reiterate that the meaning of this campaign is exclusively to combat the culture of hatred in all its forms. We are therefore sorry that the use of the image of the Pope and the Imam has so offended the sentiments of the faithful. In corroboration of our intentions, we have decided, with immediate effect, to withdraw this image from every publication.”

     

    Some of the other people in the lip-lock campaign are Barack Obama and Chinese leader Hu Jintao, Palestinian President Mahmoud Abbas and Israeli Prime Minister Benjamin Netanyahu, Angela Merkel, the Chancellor of Germany and Nicolas Sarkozy, the President of France and King Jong II, the Supreme Leader of North Korea and Lee Myung-bak, President of South Korea.

     

    The campaign is being used to launch the Unhate Foundation which champions a new culture of tolerance and combats hatred. What could be better than to show two political figures who are often at loggerheads kissing each other thus signifying the basic of love and reconciliation. Not to forget that the provocative images immediately catches the eye and even raises many eyebrows. So in that way Unhate Foundation and its advertising on its very first day of launch managed to create a stir.

     

    The campaign has been lauded by many in the fraternity. Prathap Suthan, Chief Creative Officer at iYogi, calls it brilliant.  He said, “I bet it’s taken them a million tons of conviction to come out with it. It’s not every day you get to showcase Presidents and Popes kissing each other. As a campaign, it doesn’t get much bigger, bolder or more controversial than this and yet remain hugely relevant. In the context of the world, where there’s violence, and gore, and all kinds of hate, unhate seems to be a great thought to own. Plus all the free PR this is bound to create.  This campaign has multiple layers – from colour to history to geography to homosexuality to religion to culture to love and peace. It’s a genuine Benetton campaign. And it comes at a moment when the brand is flagging. If you can get the world talking about your campaign, whether you like, love or despise the thought and the representation, the brand wins hands down. I would never have the spine, guts, and spheres to think/back this kind of a campaign. Not just me, none in India. Great campaign. Great brand. Lousy clothes, though.”

    In fact, the campaign is reported to have given a lift to Benetton’s flagging sales. But this is not a first for the brand. It has been championing social causes with its controversial ads even in the past. As Manish Bhatt, Founder Director, Scarecrow Communications Ltd, remarked, “If this attempt was made by any other brand one would dub it as a move to be controversial but Benetton has historically never been timid. It has been pushing boundaries hence the current ad very much adheres to brand personality. Creativity is known not to adhere to political correctness be it in art, poetry or advertising. Benetton has been consciously doing this for years.”

    Even earlier Benetton has pushed boundaries when it took on issues of racism and homosexuality with its simple, compelling but controversial advertising. Priti Nair, Founder, Curry Nation, says that it’s Benetton and the advertising remains true to its personality. She said, “I have read that Benetton is calling it a touch of ironic and constructive provocation. Which it is!”

    KV Sridhar aka Pops, the NCD at Leo Burnett said, “The intention of Benetton advertising is good, however shocking it might be, but then its Benetton. Hugging would probably be more easily accepted imagery but then it would not have caused any shock as the kissing is doing now.”

    The campaign is supported by film, guerilla actions across the world showcasing the visuals and the digital where a Kiss Wall is created and people invited to share their pictures of their kisses and opinions besides Unhate list, a Twitter-based list of the things and people that are not hated, which is constantly updated by visitors. There will also be an Unhate Dove, an art installation made using empty bullet shells sent in by residents of war zones around the world and recycled to make a dove, the symbol of peace, which will carry with it the Foundation’s message of peace.

    The campaign in that sense is encompassing an entire ecosystem to unveil the concept of Unhate which many may argue to be grammatically incorrect. The Foundation aims to be a think tank, attracting personalities and talents from the fields of culture, economy, law and politics, and people who have gone from simple citizens to leaders of movements, distinguishing themselves through their ideas and actions against the causes and effects of hatred.

    While the campaign is controversial and getting people to talk but the truth is that it is meant to just do that. Arun Iyer, National Creative Director Lowe Lintas, said, “The campaign is designed with all intention to court controversy and it’s successfully doing that. At the concept level, Unhate is something no will have any issue with whereas at the visual level this will cause lot of talk. I think it has succeeded in doing what it is supposed to do!”