MxMIndia

Tag: Scarecrow Communications

  • Almost every single award case study this year in the more functional result- driven categories came complete with a laundry list of social media successes

    Rules of creativity rewritten at Cannes

    By Ravi Balakrishnan

     

    As the week progresses, it’s become obvious that you need to ‘friend’ social media if you’d like to win atCannes. Almost every single award case study this year in the more functional result- driven categories like Direct, Promo and Activation and Creative Effectiveness came complete with a laundry list of social media successes.

     

    Indian agencies and the smattering of marketers who continue to lament the country’s performance atCannesthis year would do well to heed some of the new rules of creativity. According to Manish Bhatt, founder, Scarecrow Communications, and a jury member on Direct: “The definition of creativity is changing. Everybody is now talking about making a difference to the world. It’s a tall claim we all know, but creative effectiveness alone cannot get you to a Grand Prix.”

     

    A few jury members go so far as to say creativity is almost playing second fiddle in some cases to ‘earned media’ – getting spontaneous mentions in news sources – the more global, the better and being widely shared across social media. And in rare cases, an endorsement from the president of the United States Barack Obama who tweeted about Small Business Sunday, a campaign from American Express that won both in Promo and Activation and Direct and is said to be a close contender for the highly prized Titanium category.

     

    Even this year’s press winner for Benetton, ‘Unhate’ which featured photoshopped images of notoriously antagonistic political leaders kissing, was a news and social media success long before it reached the jury. It’s not thatIndiadoesn’t do socially relevant advertising; it’s just missing a trick in viewing such campaigns as ‘awardworthy.’

     

    Prasoon Joshi, president – McCann Worldgroup,South Asiasaid: “If Team Anna had entered their campaign that would have been a Grand Prix in my book. It was well managed in social media and everything. But in our country that consciousness is not there: that social movements and social good by brands is a big thing.”

     

    The serious exception to the rule of corporate ‘good’ winning applies to work that takes a radically different view of the possibilities a category represents; never mind if it seems almost too bizarre for their own good. A global brand like Mercedes lost the Grand Prix on radio to an entry fromBrazil’s Go Outside magazine from Talent,Sao Paulofeaturing a radio station with allegedly mosquito repellent properties.

     

    Source: The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • Scarecrow has elevated Anindya Banerjee as Branch Head, Delhi

    Anindya Banerjee to head Scarecrow Delhi

    Scarecrow Communications has appointed Anindya Banerjee aka Andy as Branch Head, Scarecrow Delhi.

     

    Mr Banerjee, who is currently serving as Executive Creative Director and Creative Head of the Delhi office, will take over his additional responsibilities starting June 1, 2012.

     

    Here’s what the Scarecrow founder-directors have to say:

    Mr Raghu Bhat: “Andy’s contribution to the growth of Scarecrow Delhi deserves more than lip service. Andy believes in Scarecrow as much as Scarecrow believes in him. We are merely being sensible by unleashing Andy’s potential through timely empowerment.”

     

    Mr Manish Bhatt: “Andy is the face of Scarecrow Delhi. Any way, he was playing this role. All we are doing here is recognizing  it and giving it a nomenclature. We are giving him due liberty & power to  the role he was playing by default. And wishing him to attract great brands and great talent. ”

     

    Mr Arunava (Joy) Sengupta:  “As we move to the next phase of our growth in Delhi, we needed a captain, and to all of us there was no better candidate than Andy. Am sure he will lead us well in our journey in Delhi market.”

     

    Scarecrow Delhi handles brands such as Eristoff, Pentair, DLF and MVL Mobiles.

     

  • 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.

     

  • 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.