MxMIndia

Tag: Varuna Pumps

  • 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.”