ITV

Tag: Raghu Bhat

  • FunFoods launches new ad with Sonali Bendre

    FunFoods launches new ad with Sonali Bendre

    MUMBAI: FunFoods by Dr. Oetker has launched a marketing campaign for its innovative new range of Zer0Fat Dressings with brand ambassador Sonali Bendre and upcoming actor 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.

    Dr. Oetker India managing director and CEO Oliver Mirza says, “As a leader in western sauces & spreads category, it is our endeavour to constantly innovate and offer consumers convenient ways to create yummy food. The new range of dressings delivers exactly that with an added benefit of being Zer0Fat. We are excited to launch a marketing campaign to grow the dressings category, which motivates consumers to enjoy delicious food, guilt-free. We are confident that the campaign will attract new users into the category and become a catalyst to realise FunFoods’ vision of Rs 500 crore by 2020.”

    The new range of Zer0Fat Dressings was launched earlier this month through a unique influencer campaign on social media where Bollywood divas and celebrity chefs shared their first interaction with the product. The campaign has already reached over 7 million viewers.

    The new product range and the campaign have been conceptualised basis an in-depth consumer research, keeping in mind the key barriers such as high fat and calorie content, limited use in salads and affordability. The campaign suitably addresses these concerns, by highlighting key product attributes of Zer0Fat, low on calories and value for money. The omission of the word ‘salad’ from ‘dressings’ is deliberate, with an intent to showcase versatility of the product and to convey to the consumers that the product is not just for salads, but much more!

    Dr. Oetker India vice president for marketing Devarshy R Ganguly adds, “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.”

    Speaking on the concept of the TVC, Scarecrow M&C Saatchi founder director Raghu Bhat mentions, “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. With this insight, FunFoods by Dr. Oetker has come up with a fantastic new range of Zer0Fat Dressings and we are happy work with them in creating a new brand campaign. 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.”

    The new campaign is an extension of FunFoods’ ‘Food Mein Dalo Magic’ campaign, which encourages consumers to make everyday food magical.

  • New TVC showcases smart eye Haier AC functionalities in a quirky manner

    MUMBAI: Haier, a global leader in Home Appliances & Consumer Electronics, is ready to welcome the summer season with the launch of its new TV commercial campaign for its recently launched inverter technology, ‘Smart Eye’ air conditioner.

    The TVC went live on television recently and is being aired across all metro cities in six different languages across leading English, Hindi, GECs and other regional entertainment, movies and music channels. The new TVC primarily highlights the consumer centric smart features of Haier’s ‘Smart Eye’ Air-conditioner. Haier partnered with Scarecrow Communications, Delhi as the creative agency for conceptualizing and executing the TVC.

    The story revolves around different characters including renowned actors such as Jugal Hansraj who plays the role of a progressive prince bringing the new Haier AC in the house and the lead character Remotu kaka played by Vaibhhav Mathur. The film has been directed by renowned Ad Film director – Pradeep Sarkar of Apocalypso Film Works.

    The story is of a royal family living in a palace where every member has different demands when it comes to the cooling intensity of the AC and Remotu Kaka holds the utmost responsibility in the house to adjust the temperature, the air throw direction, cooling intensity etc. of the each air conditioner with his multiple remotes. The TVC stars striking characters with unforgettable quirks. From Remotu Kaka who is wearing a jacket loaded with remotes to a Rajmata who plays polo sitting on an electric wheelchair to a king’s family wielding Japanese fans. Not only this, but also the entry of Haier Air Conditioners in the film is quite unique where they are escorted into the palace placed on a series of royal palanquins.

    The commercial details out the user benefits of the ‘Smart Eye’ air conditioner by Haier, which comes with Inverter Technology, energy saving capabilities and is designed to add comfort and convenience to the lives of the consumers.The Cooling intensity and temperature adjustment in an AC is a primary concern many consumers have, but to understand what the human body wants is also very difficult. Therefore, the TVC focuses on the recently introduced ‘Smart Eye’ AC by Haier, which comes with a human sensor where the AC automatically adjusts its cooling efficiency depending on the number of people in the room, their exact position as well as external light conditions. Moreover, the storyline of the commercial also highlights how constant manual adjustment of temperature or cooling intensity leads to wastage of electricity. Thus, with the introduction of Haier’s new ‘Smart Eye’ AC, “Remotu Kaka” does not have to manually adjust the temperature and other functionalities of the AC anymore and his life is now like a cool breeze of air as against the earlier times, when he had to constantly manage various things through multiple remotes.

    The campaign will run across all digital and social media platforms of Haier based on the theme “#Remotukaka”.

    Haier India president Eric Braganza said, “The demand of air conditioners will considerably increase, therefore, our aim is to create a top of mind recall amongst consumers for Haier air conditioners through the launch of this TV commercial. It is targeted towards consumers who intend to upgrade or purchase a new home appliance that is efficient and adds extra comfort to their lives.”

    Scarecrow Communications founder-director Raghu Bhat said “The AC market is getting increasingly cluttered and hyper-active. The first requirement for any communication is disruption and memorability. Hence the story line and the characters in the plot – have to appeal to consumers instantly. That’s why we created a character and a name – “Remotu Kaka” that consumers can remember and talk about. To communicate the propositions of the Smart Eye AC, we have used vivid visual demonstrations that bring alive the differentiated features like 50 feet cooling and Human Eye where the breeze follows a moving person.”

    YouTube Link for the TVC –

  • Zandu Sona relaunches with Bheem-stein

    Zandu Sona relaunches with Bheem-stein

    MUMBAI: Emami has rolled out a new campaign for its Chyawanprash brand, Zandu Sona Chandi.

     

    The campaign is created by Scarecrow Communications. The agency’s founder director Raghu Bhat said, “Our communication had to establish the dual benefits and product superiority of the brand in a mother’s mind. We used the insight that a mom wants to make her child’s dream come true and also a creative device of ‘Bheem-stein’ to drive home the functionality. The use of a child as a fighter pilot in the opening sequence is another visual that adds to recall of the ad.”

     

    On the new campaign, Emami director Harsha V Agarwal said, “This year post revamping the entire marketing mix, we launched Zandu Sona Chandi Chyawanprash Plus. The objective of the re-launch is to offer the consumer a completely differentiated and relevant offering that keep’s up with today’s needs.  Immunity is a generic offering by the Chyawanprash category, by fortifying our product with natural nootropic agents, our product offers the added benefit of mind power which is a category first and relevant in today’s competitive space. We expect the re-launch to reposition the age old category and give Emami a far larger role in the wellness space”

     

    The TV campaign is supported with press, outdoor and cinema advertisingScarecrow Communications founder director Arunava Sengupta added, “It was very important for us to deliver the product promise of ‘Plus’ in an emotional yet hard hitting manner. Something that sticks with the viewer.”

     

    Apart from Zandu Sona Chandi, Scarecrow Communication handles four other brands from the Emami portfolio.

  • Scarecrow Communications drives new campaign for Rupa

    Scarecrow Communications drives new campaign for Rupa

    MUMBAI: Kolkata based Rupa Innerwear has released a new campaign to promote its range of Hunk vests. The campaign has been created by Scarecrow Communications to endorse the range of stylishly designed colourful vests. The campaign will run on cinema and television.

    On the campaign says Scarecrow Communications founder director Raghu Bhat, “We have been seeking a habit change from wearing shirts to wearing Hunk vests. So apart from dialing up the style quotient, we have given the audience a solid reason to switch to Hunk. We also think that our message of ‘Zamane ko Dikhana hai‘ is in synergy with the flaunt-friendly Facebook generation.”

    Adding to it, the agency’s founder director Arunava (Joy) Sengupta, “One of our mandates for brand Rupa is to make this iconic brand more relevant for today‘s youth; the entire communication package of Hunk has been designed keeping this objective for the mother brand in mind. We believe with a great design line up and with this communication, Hunk can easily become an intrinsic part of today‘s youth.”

    Apart from Rupa, Scarecrow handles brands such as Vivel, Fiama Di Wills, Emami and Joy Cosmetics in Kolkata.

  • Scarecrow Communication adds only Vimal to its kitty

    Scarecrow Communication adds only Vimal to its kitty

    MUMBAI: Reliance’s textile company ‘Only Vimal’, started by Dhirubhai Ambani with ‘dare to dream and learn to excel’ spirit. Scarecrow Communications has been appointed as the creative agency for the brand.

    According to the sources, the account size is Rs 30 crore.The creative agency has won the account in a multi agency pitch. The former agency on the account was Grey Worldwide.

    Scarecrow founder director Manish Bhat said, “Vimal is a truly iconic Indian brand. The brand pioneered lifestyle communication in India by using brand ambassadors like Sir Vivian Richards. In fact, with communication that was ahead of its times, the brand was a guiding light for the Indian advertising industry. Scarecrow is thrilled to contribute to the task of bringing back the brand’s iconic status.”

    Scarecrow Communication founder and director Raghu Bhat

    “It is interesting and challenging to reposition a strong Indian lifestyle brand in a scenario where Indians are constantly upgrading their lifestyles and global lifestyle brands are trying to penetrate the Indian Market,” added Scarecrow founder director Arunava (Joy) Sengupta.

    Scarecrow Communication founder and director Raghu Bhat said, “Winning the Only Vimal account is a definite landmark in the journey of Scarecrow. It is a brand we have grown up with and the task of re-launching it is a responsibility we shall do our best to live up to. We are thankful to the Vimal management for having reposed so much faith in a young agency like ours.”

    Officials have confirmed that the agency is working on the plans for TVCs.

  • Scarecrow bags Joy Cosmetics’ creative mandate

    MUMBAI: Kolkata-based Joy Cosmetics has appointed Scarecrow Communications as its creative agency. The agency‘s Mumbai office will be in charge of the account.

    The company‘s last campaign featuring leading Bollywood actress Anushka Sharma was released two years ago. The company that has grown to be a major player, especially in the Hindi heartland states, will retain Anushka as its brand ambassador and will release its new campaign soon.

    Joy Cosmetics director Sunil Agarwal said, “I personally know all the three founders of Scarecrow and have seen them evolving over the last few years. I am very sure that they would do a perfect job not only in developing the communication strategy for the brand but also in the execution and supervision of every communication element across all mediums.”

    Scarecrow founder director Arunava (Joy) Sengupta said, “Skincare and haircare are not only high growth categories but are also highly competitive. According to us, competition will get even more intense in the near future. In this scenario we hope our work not only cuts through the clutter but also catapults brand Joy Cosmetics to the next level.”

    Scarecrow founder director Raghu Bhat added, “Some years ago, we had done a one-off project for Joy Cosmetics while working for a network agency. It is destiny that has given us this opportunity to associate once again on a professional basis and we look forward to making it count.”

    Scarecrow founder director Manish Bhatt said, “We have extensive experience in the beauty category having worked on Lakme, L‘Oreal, Parachute, Vaseline and Dabur Vatika. We hope to convert that into compelling creative work that builds market share.”

    Joy Cosmetics was started in 1988 and consists of a wide range of personal care products, focused on skincare and haircare segments, with Skin Fruits, Honey & Almonds, 24K Gold and Pure Aloe as the focused brands. The products are enriched with the goodness of active natural ingredients.

    Scarecrow has fully functional offices in Mumbai and Delhi and is currently working with brands such as Reliance Digital, Danone, Anchor Panasonic, Emami, Kohinoor McCormick, Eristoff, Viacom 18, Nestle, Quikr and Rupa. Recently, Scarecrow started its full-fledged design outfit, Scarecrow Designs.

  • Curry Nation to consolidate creative biz in 2013

    MUMBAI: For Priti Nair and Naggesh Pannaswami, it wasn‘t the best of times to start their entrepreneurial journey. The Indian economic growth story was getting stained by a slowdown and harsh winds were blowing from Europe, the US and other parts of the world.

    A contrarian mood was, however, ruling the agency world. Media professionals were chucking their jobs and taking the plunge to become masters of their destinies. Agnello Dias and Santosh Padhi had started Taproot while Manish Bhatt, Raghu Bhat and Joy Sengupta had set up their own agency Scarecrow and Raj Kurup had flown solo with Creativeland Asia.

    The infection spread to Nair and Pannaswami and they founded Curry Nation in January 2011. “It is always scary when you start on your own. But we knew we had to do it,” Nair recalls as we settle for a chat in the conference room of the new office at Mahim.

    For the duo, there was no need to get the early frights. They had a founding client in Emami and they were clear that they could tap the small and medium-sized Indian clients.

    “Yes, we were fortunate in having Emami right from the start,” says Nair.

    Then the whole thing was about drawing in talented people. “Fortunately for us, we had a good bunch of people joining us in the first year itself. Even before we went into a formal proper office, we already had three people on board apart from Naggesh and I,” says Nair.

    Along the journey, Emami‘s other brands got added and so did other personal care brands. Today, Curry Nation lends its creative services to brands like Borosil, 18 Again, Emami (personal care brands) and Himani.

    Having completed two years, the homegrown advertising agency Curry Nation is where its wants to be – in the thick of things, doing the kind of work it always wanted to.

    The team at Curry Nation has also grown to 18 people working out of a new office in Mahim. Happy to talk about her team, Nair says “they are a bunch of happy people doing the kind of work they like and believe in”.

    Curry Nation ended 2012 with one of the most visible and controversial campaigns of 2012 – the ‘18 Again‘ project. The communication about 18 Again, a brand of vaginal tightening cream, attracted a lot of attention and the campaign was pulled out by ASCI following complaints regarding its social effect.

    Nair describes ‘18 Again‘ as one of the highlights and challenges of the year. “As a product, there was always going to be a challenge considering the client wanted to market a vaginal tightening cream as just that and not under the veil of anything else. As far as the communication goes, I am very proud of it. It is something that will stay in our show reel for long. I am proud that we did not succumb to clichés while charting out the communication and made the ads about celebration instead of showing the Indian woman as downtrodden and distressed till the product came along,” she explains.

    About the controversy that surrounds the ad, Nair believes that even a 10 second placement with the term ‘vaginal tightening cream’ would have evoked the same reaction. “We have been in the business long enough to know that you have to be sensitive with these kind of products. It’s a country that is still hidden under morals and notions like that and it is hypocritical at times. We have gone through the whole process of doing Balbeer Pasha and Liril. Increasingly now the case is that people jump to conclusions and start having issues with everything. If you see the kind of commercials that have been pulled up, even chocolates and sauces commercials are pulled up. All because somebody wakes up and objects because now they have the right to voice their opinion,” she points out.

    The year 2012 also saw Curry Nation start its own media division with their first client Weikfield. The agency also handled the media duties for ‘18 Again‘.

    Looking ahead at the year 2013, Nair and Pannaswami have their eyes set on two goals – consolidate the creative business and enhance and grow the media division.

    Explaining further, Pannaswani says, “It will be a phase of consolidation for us and for organic growth. Most of our growth has been organic. What has happened is that our existing clients have been giving us more business while we have added few clients. We do want to spread ourselves into other categories as well. But, again, there are only so many categories that are opening up in terms of ad spends. So this year, we would like to consolidate the brands that we have and focus on the media division which needs support and growth.”

    Looking at Curry Nation’s client roster, one observes two things – most of the clients are from the personal care/ health care category and all the clients are Indian companies.

    Nair explains that while neither has been a conscious occurrence, Curry Nation as a creative force lends itself well in both cases. “The DNA of Curry Nation is Indian-ness. We are very clear that we want to create communication that is relevant to contemporary India. India is a bit of a macro country and the people are very dimensional in their emotions. It is not like a single layer, there are multiple nuances to our culture. We always look for an Indian insight to employ in our communication and this is what makes us a good fit with Indian brands which is evident in our roster of clients.”

    On the acquisition front, Curry Nation is happy going solo as of now. “We are happy to be in a new and bigger office. It gives a feeling of growing. And it is satisfying. We are where we wanted to be as of now,” signs off Nair.

  • Roma reinforces numero uno status through new campaign

    MUMBAI: Anchor Panasonic has unveiled television campaign aimed at cementing Roma switch‘s status as the numero uno modular switch brand.

    The company has rolled out three ad films that have been created by Scarecrow Communications. The films have been directed by Naren Multani of Equinox Films.

    The campaign appeals to humor and makes the point about Roma‘s “best-selling status” in an effective manner by using “memorable” casting, “comic” timing and “interesting locales”, such as the Wat Arun Pagoda, an underwater oceanarium and the lush green forests around Pattaya, the company said.

    Scarecrow Communications founder director Raghu Bhat said, “Roma is the largest selling modular switch by a distance and yet, very few people know this. Hence this campaign. We used foreigners as the guides and made them speak Hindi, in their own distinctive manner, without tutoring them – all of which adds to the enjoyment.”