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Tag: Scarecrow Communications

  • Radio City makes us experience Mumbai

    Radio City makes us experience Mumbai

    MUMBAI: Radio City has created a campaign that makes us experience a city even with eyes shut. The film Taxi Driver, is based on this emotion. To make this idea more experiential, the thought will be adapted in print, on-air, digital and on-ground. 

    In this film, the story is about a taxi driver of Mumbai. Conceptualised by Scarecrow Communications, the film starts with the taxi driver being put to test by two youngsters. He is blindfolded and taken to one of the most nostalgic lanes of Mumbai. Just using his other senses he guesses the place. The script is a journey that takes us to places that have been the most cultural parts of the city. Powerful performance by Rajan, documentary-style cinematography, blend of Arabic, western classical, and Indian music, and an honest script makes this film a treat for all senses. The Azaan at the end of the film creates a heart wrenching moment in the film. 

    To make the film more honest, team Scarecrow took a taxi and actually travelled through the lanes and consumed the cultural nuances. From jalebi to itr, everything about the film has come from their real experience. The screenplay and dialogues were written there itself.

    The guerrilla shoot and the documentary style of capturing were figured by the director Tathagata Singha and the DOP, Sylvester at the actual locations.

    Radio City CEO Abraham Thomas says, “The campaign is an attempt to highlight the power of radio as an experiential medium building a very strong imagery in the minds of the consumer. It also showcases that radio is a theatre of the mind that transcends beyond being just a mere audio medium. The campaign seamlessly resonates what our brand stands for and we are hopeful that it will further help drive synergies in every city we are present in.”

    Scarecrow Communications founder director Manish Bhatt adds, “It was really a goosebumpy experience for me and my team to write the story of a storyteller who can impeccably describe our city with his eyes closed and yet manages to evoke all our senses. Especially the story for a brand which entertains all our citizens without using visuals for almost two decades.”

    To bring alive the sound nuances of the film the composer duo Kedar and Bhargav too went to the actual location and recorded the actual sounds of the film. Whether it’s the bargaining sound of the foreigners or the sound of jalebi being fried, every sound present in the film is the real sound of the location.

  • Scarecrow Communications beefs up art department

    Scarecrow Communications beefs up art department

    MUMBAI: Scarecrow Communications has beefed up its art department by hiring senior creative director (art) Pravin Sutar for its Mumbai office.

     

    Post this development, the art department has been divided into three groups, led by three senior art resources – executive creative directors Kapil Tammal and Anjali Rawat and senior creative director Pravin Sutar. 

     

    Tammal continues to head Scarecrow Designs as design director.

     

    Scarecrow Communications founder director Manish Bhatt said, “His experience in a digitally advanced nation like Malaysia and his stint at Geometry Global, with an experience in digital, activations and shopper marketing, will add to Scarecrow’s expertise in creating communication for e-commerce brands.”

     

    On his move, Sutar said, “To begin with, I’m happy to be back home. I’m really excited and ready to apply all my experiences and learning of three years of the challenging, yet interesting Southeast Asia market, for the brands here in Mumbai.”  

  • Scarecrow Communications appoints IrajFraz as head of creative

    Scarecrow Communications appoints IrajFraz as head of creative

    MUMBAI: Scarecrow Communications has appointed IrajFraz as head of creative operations of its Delhi office. Fraz has vast experience in the advertising industry and has worked with agencies like Leo Burnett, JWT and Contract amongst others.

     

    Scarecrow Communications founder director RaghuBhat said, “I have followed his career closely since I first worked with him in McCann. And he offers the perfect mix of world-class creativity, an instinctive understanding of the marketing problem, people skills and the hunger to do more.”

     

    Scarecrow Communications founder director Manish Bhatt added,“We have five brands in Delhi. It’s a decent base. Under Fraz and AnujMehtani, who heads account management in Delhi, we now have the people who can power Scarecrow Delhi to the next level.”

     

    Frazsaid, “I came back because I love advertising. Here, in the by-lanes of ChandniChowk and the boardrooms of banks, people discuss ads. We care about advertising, and that makes our country the ‘it’ place to create interesting work. Why Scarecrow? Because here, the focus hasn’t just been on let’s do work that keeps the business but on let’s create work that starts conversations. And I’d like to keep the momentum going.”

     

    Fraz started his career at Leo Burnett in 2002. From there, he moved on to McCann, Mumbai and in 2006, shifted to Contract Delhi to work on brands like Dominos, NIIT &Dabur. Post this stint, he spent about five years as creative director at JWT Delhi.

     

    His next stop was Y&R, Dubai, where he worked on Coke, Emaar properties and Mashreq Bank, handling projects not just for the UAE, but often for the whole of MENA region, and sometimes, even for Europe and South East Asia.

  • Nahar Group launches campaign featuring luxury and lifestyle

    Nahar Group launches campaign featuring luxury and lifestyle

    MUMBAI: Mumbai based real estate behemoth Nahar Group has launched a new campaign that is getting a fair bit of attention.

     

    Based on an acronym, LSF for Life Style Factor, the campaign features luxury and lifestyle images but features kids instead of adults. The copy completes the message – Upgrade your child’s LSF.

     

    One of the reasons the campaign has struck a chord is probably because Mumbai has seen a drastic decline in the amount open spaces in the past few years, owing to the construction boom. As a result, children in Mumbai often struggle to find a place to play.

     

    The campaign communicates at several levels. It gives a message that the kid’s definition of lifestyle is very different from that of an adult’s. Also, it underlines the message that kids don’t need fancy cars or clothes to be happy. What they need is – lots of place to play and lots of friends – something they can get at Nahar Amrit Shakti.

    Nahar Group  vice chairperson Manju Yagnik said , “The LSF campaign talks to the parents from the perspective of their children. We make them aware how important it is to give their children the best of lifestyle. We back the concept by offering an array of amenities that raise the LSF of children at our Nahar’s Amrit Shakti project at Chandivali. Starting from a 5 lakh sq. ft. podium garden, swimming pool for kids, life-sized chess and snakes & ladders and more.”

     

    Scarecrow Communications founder director Manish Bhatt added, “The LSF campaign adds a fresh perspective to real estate advertising. It is both clutter-cutting as it stays away from the formula of showing the property facade. From a creative perspective, it is interesting as it takes a subtle dig at real estate advertising that features fake luxury shots of adults.”

     

    The campaign is running across print, digital, outdoor and radio. For instance, one radio spot talks about how a kid wants to be reincarnated as a polar bear so that he can enjoy vast expanses of open spaces to frolic around.

     

  • Hungama.com’s ‘Zindagi Ka Sound Track’ campaign creates a digital wave

    Hungama.com’s ‘Zindagi Ka Sound Track’ campaign creates a digital wave

    MUMBAI: One of India’s on-demand digital entertainment storefront, Hungama.com recently carried out a brand campaign which features a voiceover by Bollywood actor Hrithik Roshan. The brand campaign titled ‘Zindagi Ka Sound Track’, has lead the Hungama.com app to the number one position across Android and iOS app stores, says the platform.

     

    Speaking on the success of the brand campaign, Hungama.com CEO Siddhartha Roy said, “The digital campaign to amplify Hungama.com’s social media outreach was a resounding success and has helped fortify the brand’s presence across platforms. The campaign has helped create an opportunity for us to interact with our audience and strengthen our relationship with them. With this campaign’s integral message, we promise to continue to engage our audience across digital platforms with innovative and exclusive content.”

     

    The 360 degree campaign was conceptualised and executed by Scarecrow Communications. The campaign took off with a TVC launch, which was amplified across OOH, digital, radio and in-cinema advertising. The agency simultaneously carried out a social media contest with the hashtag #HungamaMusic. Along with the social media run, a twitter contest was also carried out wherein they called in all the twitteratis to complete the sentence ‘Music #Zindagika’. With over 30k tweets, the contest saw celebrity participation too.

     

    The outreach of the campaign across facebook had an average reach per campaign-related post which was over one lakh and a total 40 lakh people approximately influenced. “With interactions going over 2.5 lakh across all social pages and over one million views on YouTube within 30 days of the launch of the campaign, it has got an overwhelming digital response,” the release said.