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Tag: Scarecrow Communications

  • This was the result of a multi-agency pitch in July

    Scarecrow wins the creative and digital duties for Skechers

    By A Correspondent

     

    Skechers, the American lifestyle and performance footwear company has assigned its creative duties to Scarecrow Communications. This was the result of a multi-agency pitch in July.

     

    Said Soumen Das, Senior Manager Marketing, Skechers: “We are very thrilled to partner with Scarecrow Communications as our creative agency. The work done by them in the industry has been very promising, effective and innovative which gets an ever-expanding brand like ours super-excited. We believe their advertising knowledge will be of great advantage and we look forward to doing some incredible work with them.”

     

    Added Joybrato Dutta, Creative Director, Scarecrow Communications: “Skechers is an aspirational brand. The product is fantastic and the category is something my team and I would love to work on. Work has already begun and they are launching quite a few cool products. I am sure together we can create some memorable campaigns and take the brand to newer heights.”

     

    Said Raghu Bhat, Founder Director, Scarecrow Communications: “I was always intrigued by how Skechers overtook Adidas and become the No. 2 brand in America. I got part of the answer by trying the shoes – they are the most comfortable sneakers ever. Also, they ‘understood’ a basic truth – that millennials want to dress up like they work out, even if they don’t. Really looking forward to co-creating the India journey of a brand that knows its consumers so well”

     

  • Gromax is an agri-equipment entity that is committed to the cause of enhancing and enriching the lives of farmers

    Gromax partners Scarecrow Communications to launch new range of tractors

     

     

    Scarecrow Mumbai has launched a new tractor brand – Trakstar – in the 30-50 HP category for Gromax Agri Equipment Limited (eka Mahindra Gujarat Tractor Ltd).

     

    Said Harish Chavan, Director, Gromax Agri Equipment Limited, said:”This is not the first time Mahindra is associating with Scarecrow team. They have previously worked on some of our brands like Trringo. We realised Scarecrow’s approach to develop brand communication is something that we resonate with and we were more than confident to award the creative duties to them. From branding of the Tractor to coming up with company and implements names to developing positioning and communication for the brand, everything has been taken care of by Scarecrow, Mumbai.”

     

    Added Manish Bhatt, Founder Director, Scarecrow Communications: “Mahindra has always been the leader in categories like Tractors and SUVs. This entire project has been a precious opportunity for Scarecrow. Though we have an extensive experience of working on similar projects where we played a key role in the formation of brands like the creation of &Pictures (for &Network, a part of Zee Entertainment Enterprises Ltd. and Essel Group), our association with Gromax is still an inspiring experience.”

     

    Said Arunava Sengupta, Founder Director, Scarecrow Communications said: “India being an agricultural country, it is very important to have a brand that touches the lives of farmers in true sense. Since Gromax and its flagship brand Trakstar meet the category’s need of the hour, we are all geared up to bring something meaningful to the table.”

     

  • Edelweiss was announced as the Principal Sponsor of the Indian Olympic team in April this year

    Edelweiss unveils ‪#‎iAmTeamIndia campaign to support Indian Olympic team

    By A Correspondent

     

    Edelweiss Group has launched a campaign to garner support for the Indian team going to Rio Olympics. Edelweiss launched a foot-tapping anthem inspiring people to support the Indian team and has also released an e-book which tells the Indian team to ‘Go fearless, entire India is with you’. This book was handed over to IOA chairman, N Ramachandran and IOA general secretary, Rajeev Mehta by Rashesh Shah, Chairman, Edelweiss Group at the official send-off held in Delhi earlier this month. The #iAmTeamIndia anthem was also released at this ceremony.

     

    Edelweiss was announced as the Principal Sponsor of the Indian Olympic team in April this year. In addition to the sponsorship, Edelweiss offered a life insurance cover of Rs 1 crore each to every athlete representing India at Rio Olympics. This insurance cover was provided by Edelweiss Tokio life insurance, the life insurance joint venture between Edelweiss Group and Tokio Marine Holdings of Japan.

     

    In keeping with its philosophy of offering need based solutions, Edelweiss has made this anthem keeping in mind the needs of athletes – protection and support. Edelweiss believes that while it has taken the first step towards protection with sponsorship and insurance cover, it is the support for the athletes that is needed the most. Through this anthem, Edelweiss is garnering the support for the Indian team, which is the largest Indian contingent ever to go for the Olympic Games.

     

    Conceptualized by Scarecrow communications, the anthem is catchy and fast paced and aims to build excitement about India’s medal hope at the Olympics this time. The vibrant video highlights that the team of over 120 athletes is backed by cheers and support of a nation that is over a billion strong. Edelweiss is using 360-degree communication, from Television to Digital, Print, Outdoor, Radio and Cinema to make the anthem popular and take it to the masses.

     

    The E-book was given to the Indian team to convey the message that the entire country is standing behind them, cheering them as they go and participate in the largest sporting event. The E-book is a compilation of pictures collected from across the country through the fully integrated campaign which included print, outdoors, on-ground events, digital medium and internal events to invite people of India to come forward and support the team by sharing, liking, uploading pics holding the #iAmTeamIndia placard and till date has garnered over 3 lakh pictures and over 1.5 million interactions, shares and comments. The campaign also managed to garner support from current Olympians like Saina Nehwal, Tintu Luka, Saardar Singh, Gagan Narang, Abhinav Bindra, with past Olympians like Geet Sethi, Prakash Padukone with celebs like Shilpa Shetty, Madhavan, etc.

     

    “Through #iAmTeamIndia anthem and the E book, we at Edelweiss have taken our association with Indian Olympic team to the next level. The main objective is to attract the interest of as many people as possible towards Olympics. This campaign is a beautiful way to motivate and promote the Indian contingent at the Olympics. It will re-energise the spirits of not only the Indian team but also the Indian audience who is going to watch it. In fact, our hashtag #iAmTeamIndia was trending at No. 1 on Twitter. Through this anthem and E book, we really wish the Indian team well for Rio Olympics which starts from August 5 and pray that they bring as many gold and silver medals possible,” said Shabnam Panjwani, CMO, Edelweiss Group.

     

    Explaining the campaign further, Raghu Bhat, Founder Director, Scarecrow Communications said that, “Indian sport needs all the support it can get. Through this film, Edelweiss exhorts Indians to stand behind the national team. Our brief to the film maker (Naren Multani) and the music composers (Rohan & Vinayak) was to create a contemporary rendition of ‘veer ras’. The final result has scale, visual drama and emotion. Something we are proud of.”

     

  • Edelweiss unveils new TVC ‘Saina and Daadi’

    By A Correspondent

     

    Edelweiss Group has launched its latest TVC titled ‘Saina and Daadi’, taking forward the brand’s core idea of – ‘We understand your needs’. Edelweiss follows a customer centric approach – Suno Samjho Suljhao – to thoroughly understand client needs in order to provide the most appropriate financial solution.

     

    The TVC uses a simple storyline using every day example of gifting – where most of us assume that the gift is appropriate or necessary to the one being gifted. And as probably experienced by many, a greater understanding of a person’s needs or aspirations is probably the only way to finding the ‘perfect gift’ – the most appropriate and appreciated gift. The TVC aims at drawing parallels with Edelweiss where financial experts spend time in listening to customers for understanding their needs and aspirations in order to provide the right financial solution.

     

    “Our research over the years has highlighted the issues that consumers grapple with repeatedly in dealing with financial services. Be it being saddled with a product that they don’t need or inherent complexity of world of finance or confusion given the plethora of choices or lack of transparency.

     

    At Edelweiss we believe in understanding our customers by spending time with them and then offering appropriate financial solutions. This message has been beautifully conceived and delivered in our film which shows our brand ambassador Saina Nehwal’s endearing bond with her grandmother and shows her in as a regular person and not in her usual badminton avatar – something that even she liked very much”, said Shabnam Panjwani, CMO, Edelweiss Group.

     

    Explaining the campaign further, Raghu Bhat, Founder Director, Scarecrow Communications said that, “The creative challenge was to convert a claim into an endearing and believable human story. Also, integrating Saina into the storyline in a way she appears as a ‘real’ person rather than a ‘badminton superstar’ was an objective. Vishal Manglorkar’s cinematic interpretation of the brief ensured that we captured lots of nuances without losing out on the ‘soul’ of the story or the essence of the Edelweiss brand.”

     

  • Mangoblossom will handle brand identity & design

    Scarecrow Communications wins creative mandate of ALT Balaji

    By A Correspondent

     

    Scarecrow Communications has won the creative mandate of ALT Balaji. The agency was shortlisted after a multi-round pitch process, following which Scarecrow was brought on board.

     

    Speaking on the win, Manish Bhatt, Founder Director, Scarecrow Communications, said, “Today, the entire world is shifting to the digital platform for their entertainment. Balaji Telefilms has a rich legacy of producing the most favoured content on a large scale for multiple platforms – from Television to Films. And with ALT Balaji, they’re gearing up to entertain the digital audience as well. Scarecrow is really enthused to be part of this ambitious and exciting brand vision”.

     

    Nachiket Pantvaidya

    Nachiket Pantvaidya – ALT Balaji, CEO said, “We’re excited to work with Scarecrow Communications and look forward to doing cutting edge creative work with them that will launch and build ALT Balaji for its consumers, both in India and overseas.”

     

    ALT Balaji will create highly differentiated, original digital content for the entire connected ecosystem spanning mobiles, computers, tablets, smart TVs and game stations. Through this endeavor, Balaji Telefilms will go beyond the current themes of television entertainment to set a new bench-mark with younger, edgier and smarter contemporary content.

     

    While Scarecrow will be handling creative mandate, brand identity of Alt Balaji has been created by branding and design firm Mangoblossom and brand identity has been created by Mangoblossom Design.

     

  • The song will be launched on Colors’ digital and social media platforms reaching out to over 13 million followers and subscribers on 26th January, 2016

    Colors partners Equal Rights Music for new Republic Day anthem

    By A Correspondent

     

    On the occasion of India’s 67th Republic Day, Colors, in association with Equal Rights Music Project, seeks to spread a message of goodwill and amity with the launch of Kabootar – A Peace Anthem. The song will be launched on Colors’ digital and social media platforms reaching out to over 13 million followers and subscribers on 26th January, 2016.

     

    Speaking about this initiative, Raj Nayak, CEO – Colors says, “As a brand, Colors has always showcased the different hues of human emotions, feelings and sentiments. However, as we drive global development to accomplish personal goals and ambitions, peace is something that the world has lost touch with. As a nation, India has always led the fight for global harmony and brotherhood, making the country’s 67th Republic Day the perfect launchpad for ‘Kabootar – A Peace Anthem’. We are happy to have partnered with the Equal Rights Music Project for this initiative and hope that it unites the nation to achieve peace.”

     

    Conceptualized and written by Manish Bhatt – Founder Director, Scarecrow Communications and composed by Eddie T Avil, the song uses Kabootar as a metaphor for peace. The song’s insightfully written lyrics asks the dove the one question that mankind has been eternally pondering over – ‘When Will Peace Finally Grace the World / Kab utrega dharti par, ein kabootar’. The video, aesthetically shot by Riju Samanta, also symbolizes the cause and is a nostalgic reminder of the diversity and similarities we share as Indians. The song and the video builds upon the fact that we really don’t care about the minor differences we have, but the one thing we genuinely care about, is to ensure harmony and peace for our coming generations.

     

  • It is sung by noted singer Divya Kumar along with Jaspreet Singh Kohli

    Scarecrow renders a motivational anthem for U.P. Warriors

    By A Correspondent

     

    Scarecrow Communications, Mumbai has scripted a motivational anthem for U.P. Warriors, one of the teams competing in India’s first Pro Wrestling League.

     

    It is sung by noted singer Divya Kumar along with Jaspreet Singh Kohli.

     

    Wrestling has been popular in India since ages and has been considered the game of power, strength and tactics. In the past, be it IPL, IBL, Pro Kabaddi League, ISL, every league has made that particular sport popular in India. Pro Wrestling League is also a similar attempt to make wrestling popular in India.

     

    The anthem combines the pulse of Uttar Pradesh along with the aggression of wrestling. There are total 6 teams in the tournament – Punjab, Haryana, Delhi, U.P., Bangalore and Mumbai.

     

    The tournament has begun from from 10th December and will end on 27th December. There are separate categories for males and females in different weights.

     

    Regarding the anthem, Manish Bhatt, Founder Director, Scarecrow Communications said – “Creating an anthem for U.P. Warriors was an honour for us. We wanted to create an anthem that that will motivate the U.P. Warriors team and its fans and followers. At Scarecrow, we have always had a special affinity towards the audio medium, which reflects in our work and also the accolades we have received over the past few years.”

     

  • Announces popular Bollywood actress & Celebrity Master Mom Sonali Bendre as brand ambassador

    Scarecrow says ‘Food Mein Daalo Magic’ for FunFoods

    By A Correspondent

     

    Dr.Oetker has launchedits first ever advertising campaign for their brand FunFoodsand announced Bollywood actress and celebritymom, Sonali Bendreas the brand ambassador. Bringing to life FunFoods proposition of ‘Food Mein Daalo Magic, the TVCs bring alive the brand’s philosophy of adding ‘fun and taste’ to daily menu options,making it exciting for the entire family to consume. The ad-campaign introducesthe magic that consumerscan add to their food with FunFoodsMayonnaise in a quick& convenient manner,inspiring them to experiment with their culinary skills every time they step in the kitchen.

     

    Speaking about the launch, Oliver Mirza, Managing Director & CEO, Dr. Oetker India, said, “AtDr. Oetker, it is our constant endeavour to introduce western flavours and cuisines to consumers across the country. We are thrilled to announce Sonali Bendre as brand ambassador for FunFoods and launch the first ever ad campaign ‘Food Mein Daalo Magic’. Sonali is a perfect fit for the brand as she epitomizes our brand ethos andwe believe that the consumers will relate with her as she is a new age mother and also a career oriented woman. She understands the lack of quick appetizing food choices in daily life and knows that these are common across households in India. With our foray into advertising, we aim to enlarge the consumer base to include those who enjoy western taste in their foodbut struggle making it at home as they do not have the rightingredients i.e. western sauces and spreads. We are confident that the 360 degree campaign will make consumers aware of these western sauces & spreads from FunFoodsthereby increasing the overall market itself.”

     

    Conceptualized and developed by Scarecrow Communications, the advertising campaign demonstrates the brand’s uniqueness in driving an emotional connect with today’s new age-women, smart mothers, homemakers and working professionals who are constantly struggling to motivate their kids and families to eat homemade food. The ad campaign addresses the daily dilemma of “how to make everyday food tasty?”

     

    The PAN India campaign consists of three television commercials and each talk about a different Mayonnaise variant namely, Veg, Tandoori and Burger. The adcampaign will be supported by an extensive 360 degree marketing approachincluding OOH, digital, print and social media engagement. Consumer outreach shall include usage awareness through recipe brochures, recipes videos both on TV as well as YouTube and on-ground activation through consumer exhibitions.

     

    Arunava (Joy) Sengupta, Founder Director Scarecrow Communications said, “It was an exciting brief, for FunFoods first ever campaign. The challenge was to make mayonnaise, not only an integral part of our daily food habit but also to highlight the huge potential it offers to today’s woman in whip up exciting food for her family every day. We used the creative device of various foreign chefs appearing in the kitchen to share their secret ingredient i.e. FunFoods Mayonnaise with the mother to help her transform the normal burger, roti and sandwichinto something magical. Sonali Bendre was strategically chosen as the brand ambassador as she represents the contemporary woman and will help the brand cut through the clutter”

     

  • This multi-pronged campaign is aimed at farmers, homeowners, society chairmen, institutions, dealers and plumbers – the end-users, influencers and intermediaries in the pump buying process

    Scarecrow to promote new campaign for Varuna Pumps exclusively on radio

    By A Correspondent

     

    Scarecrow Communications, Mumbai has launched a strategic and insightful campaign to introduce the new brand campaign for Varuna Pumps.

     

    The campaign draws from the insight that every person has to face some kind of pressure in his or her daily life. In all these inevitable pressures, at least they won’t have to take the pressure of water because Varuna Pumps takes that responsibility.

     

    This multi-pronged campaign is aimed at farmers, homeowners, society chairmen, institutions, dealers and plumbers – the end-users, influencers and intermediaries in the pump buying process.

     

    To make the approach unique, the campaign is being spearheaded by radio as the primary medium.After extensive rounds of discussions, research and deliberation, radio was chosen as the primary medium to lead the campaign because of its ability to create an emotional connect with the consumer through auditory engagement and stroking of the imagination.

     

    The radio medium also enables the brand to effortlessly connect with listeners from rural to tier 1, tier 2 to metros as well as the media-dark regions. It also gives the brand a pan-India platform and enables it to segregate the communication based on the listeners’ profile and time-band.

     

    Varun Gajjar, Director – Marketing Varuna Pumps, said, “We believe that radio as a medium has a huge potential. It will give us an edge to connect with our consumers, spread across country.”

     

    To create an emotional connect, the brand has appointed two audio brand ambassadors for Radio - Om Puri and RohiniHattangadi. These two celebrities have lent their voice to the extensive radio campaign of Varuna Pumps. These two have instantly recognisable and highly memorable voice that develops a connection with the listeners.

     

    Manish Bhatt

    Manish Bhatt, Founder Director, Scarecrow Communications said, “We believe that in order for a brand to create a high EQ (Emotional Quotient), radio with powerful audio ambassadors, is one of the best medium. It glues the listeners and also gives them the scope to imagine.”

     

  • Scarecrow Communications, Mumbai has been appointed as the Creative Agency of Varuna Pumps, an 80-year-old hand blower brand

    Scarecrow bags creative duties of 80-yr Varuna Pumps

    About Varuna Pumps

     

    Scarecrow Communications, Mumbai has been appointed as the Creative Agency of Varuna Pumps, an 80-year-old hand blower brand.

     

    With over eight decades of experience, Varuna Pumps has a strong domestic presence with fully equipped 17 branches nationwide, 1500+ dealers and sub-dealers. Today, Varuna Pumps is the market leader in Gujarat, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh, Uttaranchal and Eastern India.

     

    On Scarecrow’s appointment, Varun Gajjar, Director – Marketing, Varuna Pumps, said: “We are providing pumping solutions mainly for domestic and agriculture segment. Both these customers have different buying patterns, different needs and different characteristics. Team Scarecrow has demonstrated really strong strategy, creative and content capabilities that will help our growing brand to grow.”

     

    Said Manish Bhatt, Founder Director, Scarecrow Communications:  “Developing communication for such a fundamental-level product and a pioneering brand with 80 years of legacy is a great opportunity for Scarecrow, especially when we are working with the visionary, Gajjar family, at a personal level.”

     

    Added Amitabh Sreedharan, Associate Vice President, Account Management: “Working with Varuna Pumps at this point, when the ‘branded pump’ category in India is evolving and seeing consistent growth, gives us an opportunity to create insightful communication.”

     

  • The Essel group company has awarded its creative mandate to Scarecrow Communications after a comprehensive pitch process

    Zee Learn Appoints Scarecrow as its creative agency

    By A Correspondent

     

    Zee Learn, an arm of the Essel Group and one of the leading education companies in India, has awarded its creative mandate to Scarecrow Communications. The agency was selected after a comprehensive pitch process. It may be noted that Scarecrow already handles multiple brands of the Essel Group including &Pictures, Zee Khana Khazana and DittoTv.

     

    Zee Learn pre-schools chain Kidzee (which has 1350+ pre-schools in more than 500+ cities), Mount Litera Zee schools, Brain Cafe, Zee Institute of Creative Art and Zee Institute of Media Arts.

     

    Confirming the news, KVS Seshasai, Chief Executive Officer, Zee Learn Limited said, “In Scarecrow, we found the perfect blend of creativity and passion that can empower our journey to the next level. Also, we are poised for strong growth across different categories and this journey with our creative partner will play  a critical role in bringing strong ideas and innovations to life for our brands”

     

    “With Scarecrow Communications as our creative agency, we are confident their passion for creativity will help us communicate our passion and excellence in knowledge building”, added Abhinav Upadhyay, Head – Marketing and Innovation, Zee Learn Limited.

     

    Raghu Bhat

    Said Raghu Bhat, Founder Director, Scarecrow Communications said, “At a personal level, I am very happy to be working on Zee Learn as this is an interest area. But there are two other things that make this mandate even more exciting. Firstly, the sheer audacity of Zee Learn’s vision plus the role of communication in realising it and secondly, the company is very entrepreneurial in its approach.”

     

    Added Arunava Sengupta, Founder Director, Scarecrow Communications: “We are thrilled to be partnering Zee Learn at such an important stage of the brand life cycle. Through this mandate, we have an opportunity to touch of lives of children from the ages of 2 to 18. That is very satisfying.”

     

  • The account moved after a multi-agency pitch

    Scarecrow bags creative duties of Graviti Smartphone Accessories

    By A Correspondent

     

    Delhi-based EasyTech Global Pvt. Ltd., has appointed Scarecrow Communications as its creative agency. One of the flagship products of the company is Graviti Power Banks. The account moved after a multi-agency pitch.

     

    Graviti has a wide range of mobile accessories from power banks to car chargers to bluetooth accessories to screen protectors. The promoter of the brand is Gopal Kalra, a veteran in the telecom space and co-founder of Lemon Mobiles.

     

    Referring to the association with Scarecrow, Gopal Kalra, Chairman, Easy Global Pvt. Ltd. says, “In Scarecrow, we found the right mix of creative excellence, consumer understanding and passionate involvement, which made us choose to work with them“

     

    Raghu Bhat

    Says Raghu Bhat, Founder Director, Scarecrow Communications, “There is an immense opportunity to create a premium brand in this category that is highly commoditized. We like the challenge of achieving maximum impact with minimum spends in a cluttered market as that gives the widest canvas for our creativity.”

     

    Says Arunava Sengupta, Founder Director, Scarecrow Communications, “Start ups like to work with us. Graviti is one more validation of that. There is something highly satisfying working on brands that are at an inception stage be it Localbanya or &Pictures as that gives us the chance to create things from scratch.”