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Tag: Scarecrow

  • Scarecrow M&C Saatchi wins creative mandate of Reliance Jewels

    Scarecrow M&C Saatchi wins creative mandate of Reliance Jewels

    MUMBAI: After a multi-agency pitch, Scarecrow M&C Saatchi was awarded the creative mandate for Reliance Jewels, Reliance Industries’ flagship jewellery brand.

    The brand has a national presence with 110+ Standalone Stores and 120+ Shop In Shop Stores across India.

    Scarecrow M&C Saatchi founder director Manish Bhatt said, "With the Reliance Group strengthening and growing its retail presence significantly, playing the role of a creative partner for its jewellery vertical is a very nice opportunity for Scarecrow. 

    We are all geared up to create some path-breaking communication for the brand over the due course of time. We hope our work adds to the much-needed dazzle to the jewellery category.”

    A spokesperson from Reliance Jewels added, “We are excited to welcome Scarecrow M&C Saatchi as our creative partner and look forward to working closely with their enthusiastic and talented team to action our creative agenda going forward. The jewellery industry is set to bring in disruption just like other fashion and lifestyle categories and with that it becomes imperative for a brand like Reliance Jewels to bring in game-changing communication and creative strategy.”

  • 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.

  • Scarecrow enters into 50:50 partnership with M&C Saatchi

    Scarecrow enters into 50:50 partnership with M&C Saatchi

    MUMBAI: Acquisitions and mergers seem to have become a norm in the advertising world. The latest agency to join the bandwagon is Indian advertising agency Scarecrow Communications (Scarecrow), which has now been acquired by international advertising network M&C Saatchi.

    Scarecrow will now become Scarecrow M&C Saatchi, in a 50:50 partnership with M&C Saatchi. When asked about the technology and tools that the company would get access to with this merger, Scarecrow founder Manish Bhatt said that they were still unclear about it but will start the conversation on the same soon.

    The renewed revenue and profit sharing will be on the basis of the new shareholder stake.

    Founded in 1995, M&C Saatchi has today become the world’s largest independent advertising network. Powered by its philosophy brutal simplicity of thought, it comprises 27 agencies in the Americas, Europe, Africa, Middle East and Australasia and eight specialist companies, which include cutting-edge outfits such ass M&C Saatchi Sport & Entertainment, M&C Saatchi Mobile and the fast-growing customer engagement agency, LIDA.

    Scarecrow will retain its own identity and will operate with full creative freedom, exactly the way it used to. However, as expected, there will be an integration with global financial processes and compliance practices.

    The eight-year-old Scarecrow was a part of the new wave of independent agencies in India that bloomed about 10 years ago but was able to achieve profitability and scale, in a relatively short period on the strength of its campaigns for Quikr, &pictures, Religare, Baby&Me (Nestle), FunFoods (Dr. Oetker), Kohinoor (McCormick), Haier, DBS, Edelweiss, Danone B’lue, Wagh Bakri, Rasna, Living Foodz, Vivel and Fiama Di Wills (ITC), Only Vimal, DNA, Rupa, Spykar and Hungama.

    Today, it has an extensive roster of brands on AOR (agency on record), including Viacom 18, Capital First, Emami, Future Generali, Zee Learn, Alcon Novartis, SebaMed (USV Pharma), Lactalis, Radio City, VTP, Mahindra, Business Standard, Arthimpact, Anchor, Panasonic and Reliance Capital.

    Scarecrow’s story over the last eight years and what has been achieved reminds M&C Saatchi founder Lord Maurice of the story of M&C Saatchi itself. He says that it’s a story of hard work, determination and dedication.

    Maurice adds, “An individual acting alone or almost single-handedly can make, what seems highly improbable, in fact happen. This is why, to welcome Scarecrow to the federation of like-minded, like-thinking entrepreneurs, that is the M&C Saatchi network, is a most important occasion for the company and for me. I’m sure Scarecrow M&C Saatchi will develop into the jewel in our crown and this is a historic start for a great new partnership.”

    M&C Saatchi worldwide CEO Moray MacLennan says the company’s strategy is to find top talent in key markets and give it the freedom, responsibility and backing to flourish. He adds that it was relatively easy to identify India as a key market but it was challenging to find the right talent.

    Bhatt agrees that international multinational agencies, including Dentsu Aegis Network, WPP, Y&R and Chiel, were looking for acquisitions but the company did not want to associate with multinational corporations. But after meeting Moray MacLennan, David Kershaw and Jeremy Sinclair in London, the team was clear that M&C Saatchi was the perfect partner for Scarecrow. “They have entrepreneurship in their blood. The culture of M&C Saatchi, that sprung from the personalities of the brothers themselves–irreverence, low tolerance for jargon, challenging the established order and the history of many larger-than-life campaigns–are qualities we identify with,” says Bhatt.

  • Colors Infinity poised to redefine English Entertainment; test runs on Tata Sky

    Colors Infinity poised to redefine English Entertainment; test runs on Tata Sky

    MUMBAI: With an aim to redefine the English Entertainment genre in India, Viacom 18’s Colors Infinity has already begun its test run exclusively on Tata Sky so as to give viewers a chance to sample the content.

     

    What’s more, eyeing a larger share of viewership, Colors Infinity has taken the route of premiere marketing to create substantial awareness amongst viewers. 

     

    It may be recalled that the announcement stage of the channel was led by its co-curators Karan Johar and Alia Bhatt, who have played an integral role in curating the line-up and the scheduling innovation.  

     

    On 27 July, the paid channel began running its test signals on Tata Sky. With its official launch slated for 31 July, the four days test runs of the Standard Definition (SD) and High Definition (HD) versions of the channel ensured that viewers could sample one episode of each of the eight shows that would be a part of the initial launch. 

     

    The idea was to add to the conversations and intrigue around the channel. Speaking exclusively to Indiantelevision.com Viacom 18 English Entertainment head and EVP Ferzad Palia says, “The response for the same has been completely overwhelming with people writing in about Colors Infinity being their favorite channel.”

     

    Palia further adds, “The ethos of the campaign is built around the promise of redefining English entertainment in India and taking it toward a new horizon. All our communication as well as the much appreciated TVC stems out of this idea.”

     

    After the Broadcast Audience Research Council (BARC), India rollout and following the phase one and two of digitization, the English Entertainment channels genre is expected to enhance its market share and go beyond the conventional eight metros. Keeping this in mind, Viacom 18 is planning to run a marketing campaign in 25 cities across the length and breadth of the country.

     

    Buoyed by the response the network garnered from the marketing initiatives, Palia says, “We have received a fantastic and encouraging response on the launch and the surround sound from all over. Digital that gives instantaneous feedback has been buzzing. Our social and digital media assets have been highly active with the Colors Infinity hashtag regularly trending across platforms like Twitter.”

     

    According to Palia, the channel has garnered positive response from tier II cities as well. “This clearly goes on to show the willingness and interest that people have in consuming English entertainment content. It reinforces our endeavour of ensuring that Colors Infinity is an inclusive brand that reaches audiences across India,” he opines.

     

    Since a vast majority of the English content consumers are widely present across digital platforms, the medium plays a vital role in creating word of mouth and generating awareness. “Digital is a very integral part of our media mix and has been an imperative part of our communications plan in all its phases of announcement, pre-launch as well as launch. It is hence that we launched our campaign on digital itself. We have already reached out to about five million people only through the Facebook page since it has become active. The TVC with Karan and Alia has been at the center of conversations garnering around one million views,” informs Palia

     

    The channel created city specific campaigns, giving different weightage to different mediums. So while in certain cities outdoor emerged as the lead medium, in others print took the lead with digital and radio cutting across all markets. “For instance, Mumbai will see extensive outdoor while in Delhi the focus will be on print. We have many innovations that will come alive across multiple audience touch points like malls, cinema halls and through BTL consumer initiatives,” informs Palia.

     

    The special marketing innovations include:

     

    * A toll free number has been activated where viewers in trouble Better Call Saul on 1800 4195 500 for tongue-in-cheek legal solutions to life’s problems from Saul Goodman, the protagonist of the multiple Emmy nominated show. 

     

    * Godrej Nature’s Basket will be seen promoting My Kitchen Rules with interesting recipes, integrated store and home delivery branding and product hampers in 22 outlets.

     

    * To further build “Infinity” the channel has planned a Colors Infinity Food Festival with unlimited offers at 22 premium establishments across India like Hard Rock Café, Shiro’s, California Pizza Kitchen, The Big Kahuna and more.

     

    All the marketing alliances and partnerships have been facilitated by the internal team of Colors. While the on-air campaign was done by the internal team, the off-air campaign communication was curated by Colors’ creative agency Scarecrow. 

     

    “The entire team has delivered a mesmeric campaign that has brand resonance and recall,” concludes Palia.

  • Scarecrow ropes in Anjali Rawat as ECD Art

    Scarecrow ropes in Anjali Rawat as ECD Art

    MUMBAI: After adding interesting new brands like Radio City, Hungama, QuikSilver, Steve Madden, Kenneth Cole and many more in its kitty, Scarecrow has beefed up its art department by hiring Anjali Rawat as executive creative director for its Mumbai Office.

     

    The office will be divided in three art groups respectively headed by ECDs – Kapil Tammal, Zohar Furniturewala and Rawat.

     

    Scarecrow founder director Manish Bhatt said,” Anjali is an articulate creative person with an edge in art, design and craft. Scarecrow is always in a hunt for great idea people with tasteful sense of craft. Adding Anjali in the senior talent pool will help us strengthening Scarecrow’s second line.”

     

    A graduated from Sir JJ school of Art, Rawat over 12 years of experience and has handled brands such as Zoom, Cadburys, Bru, Godrej, Morphy Richards, Rasna, Huggies, Malayala Manorama, Fortis hospitals, Dainik Bhaskar, Axis Mutual Fund, Platinum, Star Gold, Movies Ok, Cox and Kings, TWU, Star CJ Alive, Eureka Mobile Advertising, Relaince, Parle, Fillerton India and so on.

     

    Rawat said, “A creative persons dream is to work with creative stalwarts of the industry, always. And I am happy to have gotten this opportunity to work with Manish and Raghu. I see Scarecrow as a hub of good creativity. I hope to add a bit to it and to learn a lot from them in the process.”

  • Mirchi Kaan Awards 2014 names Scarecrow as Agency of the Year

    Mirchi Kaan Awards 2014 names Scarecrow as Agency of the Year

    MUMBAI: The 11th edition of Mirchi Kaan Awards saw some of the big names of the ad and corporate world such Josy Paul, Pops, Sajan Raj Kurup, Rekha Nigam, Sunil Lulla, Sanjay Tripathi, Gaurav Seth and Sripad Nadkarni present at the awards as the winners were felicitated in front of a packed audience.

     

    Scarecrow Communications emerged as the ‘Agency of the Year’, with a total of 6 awards, including 5 Gold and 1 Bronze. JWT Mumbai bagged 2 gold, 2 silver and 3 bronze awards. Linen- A Lintas Group Company, walked away with a total of 11 awards, including 4 silver and 7 bronze.

     

    Last year’s agency of the year, Ogilvy & Mather, bagged 2 silver and 1 bronze award. Scarecrow Communications also won the ‘Crystal Award’ and ‘Best Radio Creative of the Year – Client’s Choice’ for the Nitco Tiles radio spot captioned ‘Pinkesh’. Kapil Tammal, Manish Bhatt, Raghu Bhat and Sarvesh Raikar walked away with the ‘Radio Writer of the Year’ award.

     

    NITCO was honored with the title of ‘Client of the Year’. Sounds Good Production won ‘Excellence in Production’ while Madison Media Pinnacle won the ‘Best use of Radio as a Medium’ for Cadbury Celebrations – Songs for Sisters campaign. At a regional level, Radio Mango won 2 bronze awards.

     

    The Mirchi Kaan Awards was introduced in 2004 to celebrate creativity in the challenging field of radio advertising. The 11th edition of the awards, centered on the theme of ‘Mute the Clichés’, attracted over 250 entries from 36 agencies across 20 categories.

     

    Commenting on the success of the event, GG Jayanta, National Marketing Head, ENIL (Radio Mirchi), said, “We are extremely delighted to see the turnout of our initiative in acknowledging the potential of radio. The surge in participation is a testament to the acceptance of radio as an important medium in creative communication. This year we have opened the way for regional entries too. We hope to continue our efforts in awarding and showcasing some of the most innovative advertising campaigns on radio. We congratulate all the winners and take this occasion to thank the jury.”

     

    This year’s jury included eminent creative personalities such as Josy Paul, Prathap Suthan, Agnello Dias, Anurag Agnihotri, Priti Nair, Amit Akali, Manohar Nayak, Tista Sen, Rekha Nigam , Prateek Bharadwaj & Tapas Sen.

     

  • Zohar Furniturewala joins Scarecrow as ECD

    Zohar Furniturewala joins Scarecrow as ECD

    MUMBAI: To beef up its art department – Scarecrow – is bringing Zohar Furniturewala on board as ECD.

     

    Commenting on the development, Scarecrow founder director Manish Bhatt said:  “At the current stage of Scarecrow’s nonstop four year long journey, Scarecrow handles many  brands like ITC  (Vivel & Fiama Di Wills), Joy Cosmetics, Vimal, Lava and other brands across various categories like lifestyle, personal care, beauty, fashion etc. which demand new design ideas every day. So, apart from Kapil Tammal, Scarecrow was looking for one more design mentor, which we found in Zohar. He is not only a great design mind but also a great idea person and an occasional writer too. And his experience of running a design house will help him to become one of the rare creative people who understand the business we are in.”

     

    Furniturewala will be joining the agency’s Mumbai office on 1 April. As its aftermath, Scarecrow Mumbai Art department will be divided into two groups. Kapil Tammal and Zohar Furniturewala will mentor the Art department and each group will handle more than 15 brands.

     

    Zohar has fifteen years of experience in creating and executing idea-led brand campaigns & design projects, while running agencies and creative departments. Specific areas of expertise include: creative leadership, robust knowledge of advertising and communication, great inter-personal relationships, team playing, perfectionism, freethinking and learning.

     

    Thorough with creative business management aided by a keen insight and understanding of how businesses and clients work, Zohar founded the Thunk Design Company in 2007, where he handled fashion & lifestyle brands, home appliances and media brands (Reliance Corporate, Mustang Socks and Accessories, Optima Communications -Middle East, Chromozome Men’s Innerwear, Futurebazaar.com.)

     

    After studying BFA from Sir J.J. Institute of Applied Arts majoring in Typography, Zohar started his career in Ambience in 1998.