Scarecrow bags creative duties of Danone Narang's beverage brand B'lue

Danone Narang Beverages has appointed Scarecrow Communications the creative AoR for its beverage brand B’lue.

Water-based restorative beverage B'lue has been extensively test marketed in Pune, where it was launched in December 2011. Everest Brand Solutions had worked on the launch campaign.

Scarecrow has now been roped in following a selection process, and the brand is inching its way into stores in other cities starting with Mumbai. It retails in flavours such as Peach, Guava and Apple, priced at Rs 30 for a 500 ml pet bottle.

The brand and its packaging are understood to have been created for the Indian market. Past campaigns bear the proposition 'Restores body, mind and mood'.

Raghu Bhat, founder director, Scarecrow Communications, said, “It’s a source of personal and professional pride to be associated with a brand like B’lue from Danone Narang Group. And there is a genuine opportunity to create interventions at multiple levels through the power of creativity.”

Added Arunava (Joy) Sengupta, founder director, Scarecrow Communications, "The sector is hotting up and it’s the right time to create consumer pull.”

A new campaign is expected to be launched in Pune. The brand's roll out across cities will be supported by similar campaigns in respective markets.