Scarecrow M&C Saatchi adds Gopal Snacks to its FMCG Clientele. The full service creative duties of the brand will be handled by the agency’s Mumbai office.
Since its inception 14 years ago, Scarecrow has managed over 150+ brands, representing a diverse range of businesses. Being a full service agency it caters to some of India’s biggest brands and conglomerates like Reliance, Viacom, Zee, BJP and Sony Network handling their flagship brands like Reliance Jewels, Nickelodeon, Zee Zest, and Sony Sports Network to name a few.
Manish Bhatt, Founder Director, Scarecrow M&C Saatchi said, “Gujarat is a goldmine of entrepreneurship and breeding ground for great brands. Success story of a visionary family with first generation & second generation entrepreneurs is fascinating as other such business families from Gujarat. At Scarecrow, we have worked for such great brands that emerged from Gujarat like Reliance, Wagh Bakri, Rasna, Varuna Pumps, Vasu Healthcare and more, and walked along on a growth journey with some. Gopal Snacks is one such brand – Not just Scarecrow but I am personally also looking forward to contribute in its growth journey. Fingers crossed.”
Commenting on a partnership, Raj Hadvani, Wholetime Director & CEO, Gopal Snack Limited added: “In the highly competitive and impulse buying snacking category, we believe that Gopal Snacks has the potential to cater every consumer across India and globe with our unique taste and quality. We are glad to have Scarecrow M&C Saatchi onboard as our strategic and creative partner. Their competency in understanding brand, contemporary strategising and storytelling makes them perfect growth partners.”
Reliance Jewels- Scarecrow M&C Saatchi – consistency in communication
The brand building says that once a brand finds its unique appeal and develops a unique or easily associated and recognisable communication style, it should be consistent. And, if possible, frequently surprise the audience with a different interpretation of the same, evolving with the consumers’ needs and changing ecosystem. Ariel – Share the Load is a case in point. The brand concept has evolved with time, retaining the basic parameters and testing the coordinated repeatedly. It has been consistent, and the thought is strongly associated with the brand. Ariel’s latest communication remains rooted in the thought and has moved from being asked to share the load to an expression of new coordinates of self-realisation. Make My Trip, Frooti, and Dream11 are some other brands consistent with their communication approach and language. Another brand that has been hugely consistent with its approach and communication style has been Reliance Jewels, and Scarecrow M&C Saatchi has been creating some unique communication language for them.
Reliance Jewel Akshaya Tritiya
In the recent Akshaya Tritiya communication, the brand captured the more than 1000 years old history of Thanjavur’s art & architecture. Thanjavur – a mystical Kingdom and the cultural capital of spellbinding art and Dravidian architecture. Watch the Tamil version here.
This is not the first time the jewel brand ( Reliance ) and the agency has based the collection and the communication on Indian traditions, culture, dance forms and heritage.
A note from the agency updates that the inspiration behind Thanjavur is its intricately carved stones of the temples, the excellent craftsmanship of Poompuhar ships, the artistic traditions of Bommai Dolls, and the vibrant interiors of Thanjavur Darbar Hall. The reliance Jewels Akshaya Tritiya Thanjavur collection reflects and pays tribute to nuances of this craftsmanship from the artisans of Thanjavur. The film is a result of a deep study of the history and conversations with experts in different fields.
Music in the film is an essential element and captures the flavours of Thanjavur. The song is written in Gambheera Nattai raga and pays tribute to the ancient temples. The Hindi version of the song is written by Manish Bhatt. The film is long at 207 seconds, capturing the musical journey of two young girls; a dance choreographer and her friend. However, Manish Bhatt, Founder Director Scarecrow M&C Saatchi, believes that capturing the 1000 years of history in this short duration is an achievement. The Thanjavur typeface was also created to complement the collection and the traditional craft.
The brand- Reliance Jewel’s thematic jewellery collections are an ode to the country’s diverse culture and are appreciated by customers. This is, in a way, season 7.0 of such a thematic collection.
Reliance Thematic Collection Communication.
Every year Scarecrow M&C Saatchi with the client, creates a 2 to 5-minute long music-song song-led film based on the culture/art/ history that has inspired the Jewellery Collection.
Here are some of the films/
UTKALA – collection inspired by Odisha’s Ancient Art Heritage.
KAASYAM – collection inspired by Beauty & Divinity of Banaras
RANNKAAR collection Inspired by Rann of Kutch. And here is the behind the scene for the campaign.
MAHALAYA collection inspired by the Tribal, Ancient & Royal Heritage of Maharashtra.
Net Net.
Indian culture, heritage, design, and craft have so much to inspire creativity in jewellery design. I am biased toward such an approach to thematic collection and communication. By being consistent with the thematic collections and communication style, the brand is creating a niche for itself.
Scarecrow M&C Saatchi has created a 3D animation film, Fund Island for the launch of U Gro Captial’s Gro X App.
Said Shachindra Nath, Vice Chairman and Managing Director, U GRO Capital: “We at U GRO Capital have always believed that data is the future of lending in India and have been at the forefront of its adoption. We understand dynamic MSME space and have pioneered a unique statistical underwriting model which uses repayment behaviour, banking behaviour & GST returns of the customer to arrive at a credit decision within minutes. Through this campaign we wanted to showcase our ability to offer on tap credit through our GRO X app, where the MSMEs can not only manage their limit and dispense credit on UPI but can also accept payments. Scarecrow M&C Saatchi understood our proposition and their ability to create distinctive, strategically relevant creative work is what drew us to them.”
Added Manish Bhatt, the Founder Director of Scarecrow M&C Saatchi: “Technology in a digital era is invisible. We got an opportunity to give it a physical form. And the most challenging part is that there are no symbols or metaphors to represent this futuristic technology. So, we found the answers in the steampunk retro-futuristic genre, which has rich imagery in illustration and animation. We leveraged it to show something unusual and fascinating in a rather transactional fintech communication. The youngest design and art team of Scarecrow got a limitless opportunity to express their ability to imagine and create this magnum opus film.”
Scarecrow M&C Saatchi has announced the elevation of Mustafa Kapasi to the role of Executive Creative Director (ECD). He has spent 7 years in Scarecrow and has handled an eclectic mix of brands including Future Generali, Adani Gas, Mahindra Trakstar, Wagh Bakri, Business Standard, Vimal, Spykar and many more.
Said Raghu Bhat, Co-founder of Scarecrow M&C Saatchi: “Mustafa is an exceptional human being who thoroughly deserves this promotion. He has a unique combination of creativity, resilience and a hunger for learning that sets him apart. What I’m most impressed about is his ability to adapt and re-invent himself in the ever-changing digital landscape, which is a testament to his commitment to always get better, at whatever he does.”
Added Manish Bhat, Co-founder of Scarecrow M&C Saatchi: “Mustafa is a true leader who can inspire, motivate and improve his team members. He is a great listener and his life experience allows him to come up with great insights in our conversations. One of his best qualities is that he inspires trust and has a fantastic work ethic, which is very rare to find. I wish and hope that Mustafa will continue to blossom in Scarecrow and create some more great campaigns.”
Scarecrow M&C Saatchi has crafted a campaign for the latest collection of Reliance Jewels called ‘Rannkaar’ that is inspired by the intricate craftsmanship (Karigari) of Rann of Kutch for this Akshaya Tritya.
Said Sunil Nayak, CEO, Reliance Jewels: “For Indians, jewellery is more than just a ‘tola’. It is a story, a heritage, a tradition and an emotion that evokes a pride of possession creating fond memories which then becomes a legacy for generations to come. That’s why every year, the team Reliance Jewels traverses through India to capture and bring to the fore the rich Indian culture, art & crafts and the rich heritage from different regions in every jewellery collection that we craft for our patrons across India. It started with Apurvam, inspired by Hampi; Utkala, inspired by the ancient art heritage of Odisha, and Kaasyam, dedicated to Banaras. The same tradition continues this year with Rannkaar, inspired by Rann of Kutch.”
Added Manish Bhatt, Founder Director of Scarecrow M&C Saatchi: “We got a delightful opportunity to showcase the holistic craftsmanship of the Rann of Kutch with a team of legends who understood the true visual and musical essence of the region.”
International hair removal cream, Nair, has signed on actor Mrunal Thakur as its first brand ambassador. The launch campaign has been conceptualized by Scarecrow M&C Saatchi. Church & Dwight Co is the owner of the Nair brand and has partnered exclusively with Pittie Group in India for the marketing and distribution.
Said Aditya Pittie – MD, Pittie Group: “Mrunal has carved out a niche for herself in a competitive industry. She exudes confidence, authenticity and positivity – all attributes that resonate with the NAIR brand. Her individualistic personality makes her relatable across age groups, especially the younger audience, making her the perfect choice for the NAIR brand.”
The Nation was celebrating its 72nd Republic day. Dressed in a kesariakurta, I had returned from a drive to Bandra Band Stand. The taste of Jalebi-Dhokla-Vada Pav from Punjab Sweets at Pali Hill was still fresh. It was slowly getting subdued with the fresh cup of Society Masala chai. A heavy dose of customary patriotic songs over the radio stations during the drive had charged me. On return to my society, I had even stopped and shot the typical picture, saluting the National Flag. And I had just watched the Republic Day communication developed by Manish Bhatt and the team at Scarecrow M&C Saatchi for the client Ambuja Cement.
For a change, the TV set tuned to NDTV I was watching the live parade telecast. In such a pleasant situation, dulled with everything will be right. The NCC cadets marching on Rajpath, the helicopters flying over the parade.
I was jolted to reality.
In between the parade coverage, the channel kept the viewers updated with visuals from the three alternate parades happening in the capital—the tractor rally of so-called protesting farmers.
What one saw was disappointing. One felt ashamed for the fellow countrymen taking this solemn moment to act in the way they did. They have been playing cat and mouse game with the government for long. January 26 was just a culmination of ill intension most likely supported by outsiders. This time it was not as bad as the riots of 2020.
One wished we were not a democracy. That the protesters had some fear of the law-and-order machinery. That the machinery was allowed a free hand to do what they are meant to do- maintain law and order. Hoped that they were amply supported with right weapons and intelligence. And when one saw the visuals from Lal Qila, one wished they allowed to shoot at sight, instead of allowing the hooligans to keep the city terrorised.
The law-and-order machinery was never in the game. The Government was put into catch 22 situations. The Government was anyway getting called for not acting. And would be called if they did act. Charged with this confidence, the patriotic farmers were busy challenging the Government.
The WhatsApp groups were full of typical armchair analyses if the situation. I was one of the vociferous participants. Whatever may be the Rajneeti, the politics of protest. Whoever may be supporting such a protest and gundagardi. If they were Nihangs or Jats. If they were on tractors or on foot. If they agreed or were protesting against a law that the elected representatives have crafted. And one that a large part if the country finds no problem with. None had the right to act the way they did. I go a step ahead; none should dare to act the way they did.
There is an urgent need in this country to bring new laws and take hard actions. Bring the destructors and penalise them. And if that calls for an emergency type of situation, so be it. The Nation has a responsibility. The Government has responsibility and accountability. What about the citizens of the country? What should the country expect from them?
I don’t know how, but we cannot afford such destructive protests. The Nation cannot be held to ransom. The laws are enacted by the elected representatives, and any question must be raised in the parliament. In my view, they should not even be challenged in the supreme court. At the worst case just like the president, the court can ask the Government to reconsider – but not force to amend a law duly enacted by an elected government. The battle has to be fought inside the parliament. If the regulations are anti-people, the people have the opportunity in the next election to reject the appeal.
When one sees the Rajpath Parade, and the Protestors violent parade side by side on the TV screen one gets disoriented. When one views a highly emotive campaign by brands on such occasions, one tends to get disoriented. When one listens to those songs that charge you up, one is unsure which country they refer to.
I know advertising cannot reflect this violent mood of the Nation. It will still continue to play on the emotions that you hold so dear. The campaigns will remain idealistic and the brands purpose-led. I am sure no brand will comment on what happened on January 26, 2021. Not sure, if they should. The taste has soured. The Ambuja Cement commercial was no longer making sense. What made sense is the MTV and GoldMedal electricals ad.
https://youtu.be/yMd29gMcJXQ
What I am sure is that we, hopefully, feel the need to wake up and take a stance. Tell the government we are with them. The citizens do not need to be threatened and terrorized of such gundas. We have elected a Government to keep order. As citizens, we just want to go about our business in peace and have a good night sleep. The citizen wants no more such incidents.
That the citizens feel about the Nation. They are patriotic enough not to raise questions if the Government acts decisively. The citizens feel charged when they see the patriotic campaigns not because it is not real-life. But because it is the Nation, they want to live in. And for it to happen, the citizens look at their elected government and the whole opposition to be constructive and decisive in action. Otherwise, none will be spared, and that is not being said figuratively.
So, if you are still not up. Here is another to close the argument- this time from Adani. And I am happy to note that instead of mussy-mussy all for the Nation- Tera Hai Par Mera Hai feeling- some are raising the questions.
Scarecrow M&C Saatchi has appoints Vijay Assudani as Creative Director. Prior to this, he worked with Lowe Lintas and before that, he was in Leo Burnett Orchard.
Speaking on the appointment, Raghu Bhat, Founder Director, Scarecrow M&C Saatchi said: “What he brings to the table is a combination of great command over creative writing, and some very sharp insightful thinking. His film for ICICI Prudential Life Insurance featuring a disease-afflicted football coach is beautifully crafted and I look forward to more great work from him.”.
Added Manish Bhatt, Founder Director, Scarecrow M&C Saatchi, said, “Scarecrow has been a breeding ground for some hungry talent looking to make their mark in advertising, Vijay is a part of that group. We have had a mutually rewarding relationship before and this time also we are betting on doing some great creative work together”.
Sony Pictures Sports Network will bring the upcoming season of the UEFA Champions League to Indian audiences from today, September 17, onwards. The matches featuring the best football players in premier clubs from top European leagues, will be telecast on Sony Ten 2. SPSN also recently launched its campaign for the mega tournament, #SonaManaHai, which captures the sentiments of all Indian football fans and preps them for the upcoming season.
Said Rajesh Kaul, Chief Revenue Officer, Distribution and Head – Sports Business, Sony Pictures Networks India Private Limited: “Sony Pictures Sports Network are the flagbearers for UEFA Champions League, the best football club tournament in the world, in India. UEFA Champions League is the pinnacle of glory for both the clubs as well as the players and the passionate fans. Our audience can look forward to a more exciting viewing experience through a series of programming initiatives this season including a live studio show with celebrated ex-football players providing expert analysis on our channels. It is #SonaManaHai for all our viewers September 17 onwards.”
Added Neville Bastawalla, Head, Marketing & On-Air Promotions, Sports Channels, Sony Pictures Networks India: “#SonaManaHai urges viewers to stay awake and not miss out on all the exciting action from the best football players and teams in UEFA Champions League. Our campaign speaks to two broad sets of audience, the football fans who are unable to stay awake to watch the matches and fringe viewers who are not very familiar with UEFA Champions League however have a fear of missing out on rewarding experiences. Through this insight, we have created a first of its kind clutter breaking campaign to increase the appeal and viewership of the tournament. In order to reach out to a wider audience across multiple markets, the on-air film, #SonaManaHai has been rolled out in four languages – English, Hindi, Malayalam and Bengali.”
Said Raghu Bhat, Founder, Director, Scarecrow M&C Saatchi: “When Messi and Salah are scoring, football fans are snoring! UEFA Champion’s League is the greatest and the most discussed football event on earth but matches happen late night. We want this campaign to be the caffeine shot that makes a football fan stay up and watch it live on Sony Pictures Sports Network instead of on YouTube the morning after.”
Fun Foods by Dr. Oetker has launched a marketing campaign for its new range of dressings with brand ambassador Sonali Bendre and upcoming star Amyra Dastur. The 360-degree campaign will introduce viewers to the new range and inform them about the various usages through Digital, print, OOH, point-of-sale and TV.
Commenting on the marketing campaign launch, Oliver Mirza, Managing Director & CEO, Dr. Oetker India, said: “As a leader in western sauces and spreads category, it is our endeavour to constantly innovate and offer consumers convenient ways to create yummy food. We are confident that the campaign will attract new users into the category and become a catalyst to realise Fun Foods’ vision of Rs 500 crore by 2020.â€
Commenting on the launch, Devarshy R. Ganguly, Vice President- Marketing, Dr. Oetker India said: “We are excited to launch a 360-degree marketing campaign which attempts to connect and engage with consumers across multiple touch points like digital, TV, print, OOH and point-of-sale. The campaign is led by a new TV spot that attempts to hook consumers by showcasing lightness and taste through a playful story between Sonali and her on screen sis-in-law Amyra.â€
Speaking on the concept of the TVC, Raghu Bhat, Founder Director, Scarecrow M&C Saatchi added: “As consumers are constantly evolving and looking for culinary adventures, it becomes important for brands to engage with them and offer innovative ways to enjoy delicious food. We have taken key successful elements from our earlier campaigns for mayonnaise and extended it to this new campaign. It is high on appetite appeal, chemistry and also has a memorable visual idea which invites consumers to pick up the product from shelves and inspires them to add magic to everyday food.â€
Scarecrow M&C Saatchi has bagged the creative duties of seven FMCG brands, two of which are global. Of the seven, four belong to the Emami Group.
The complete range of Boroplus (Face Wash, Fairness Cream, Body Lotion, Prickly Heat Powder and  Antiseptic Cream), Emami Kesh King Hair Oil & Shampoo, Emami 7 oils in one hair oil and Emami Diamond Shine Hair Colour are part of the Emami bouquet. Then there’s the Lactalis group’s Anik range (Ghee, Milk, Flavoured Milk, Buttermilk, Curd and Milk powder), the entire portfolio of German brand Baby Sebamed that is marketed in India by USV Pharma and Wagh Bakri’s Mili Tea brand.
The accounts will be handled by Scarecrow M&C Saatchi’s Mumbai office.
Said Vikas Srivastava, Sr. GM (Marketing), Emami Limited, confirmed the development by adding, “Scarecrow has been evolving over the years and now, with their tie-up with M&C Saatchi we expect our communication will become sharper with new ideas that will help break clutter.â€DPS Advertising & Marketing, Kolkata, has been associated with Emami on the above brands for years, and the association will continue.
Commenting on the decision to choose Scarecrow M&C Saatchi, Executive Director of Wagh Bakri Tea Group Parag Desai said: “Wagh Bakri Tea is the leader in Gujarat and very popular brand in Rajasthan and Madhya Pradesh wherein in Mili Tea is second choice for masses. We are now targeting newer territories such as North India, South India, Maharashtra and Goa. Scarecrow M&C Saatchi presented us a compelling creative strategy to gain significant market share in these regions.â€
On Sebamed, Farida Hussain, Director for Splendore Business, said: “We are very upbeat about taking Baby Sebamed to the next level. Its unique formulation with pH 5.5 makes it effective and extremely safe for the little ones, right from day one. We are sure the association with Scarecrow M&C Saatchi will support Sebamed to meet its aspirations.â€
And this is what Manish Bhatt, Founder-Director, Scarecrow M&C Saatchi said:
On the Emami win: “Some of the brands like Boroplus are truly iconic brands that every Indian has grown up with. Creating memorable work for such a memorable brand is indeed a matter of great pride for us at Scarecrow M&C Saatchi. Raghu and me have already worked on beauty, skin care and hair care brands like Parachute, L’Oreal, Lakme Elle 18, Vaseline, Dabur Vatika and more in our earlier days, and would love to provide the necessary expertise to create some ground-breaking work for these brands as well.â€
On Wagh Bakri’s Mili Tea: “It’s a special feeling. Scarecrow M&C Saatchi has been handling Wagh Bakri for over three years now. The group has ambitious plans for Mili Tea and has always evolved with times and focused on expanding reach. We are thrilled to partner with them in this exciting journey.
And on Sebamed: “It’s always a pleasure to work on a brand where you are one of its target audiences. The Group has shown faith in Scarecrow M&C Saatchi by giving us the mandates of its Baby skincare range. Baby skin care is a tough category and USV private limited has a very ambitious plan for it. Team Scarecrow is really excited to contribute to Sebamed’s growth.â€
By Sanjeev Kotnala
