Scarecrow has bagged the creative duties of PokerNation and ALT Balaji following multi-agency pitches.
PokerNation is an online Poker gaming website promoted by Fortuity Gaming. The mandate for Scarecrow includes digital, blogs, digital videos and TV commercials.
Gautam Thawani, business head, Fortuity Gaming, said, “Globally over 6.8 per cent people play poker. That’s about 40 million people. Of this, a large percentage is below 35 years of age. In India too, it’s quite popular in Mumbai, Delhi, Goa and Bengaluru most of which is played online and in offline private poker rooms. For us, it was a great opportunity to tap into the gaming category.”
Arunava (Joy) Sengupta, founder director, Scarecrow Communications, added, “The online poker space is not properly regulated. Hence, people are hesitant about playing poker on websites whose credentials are questionable. Essel Group’s entry will go a long way in reassuring the gaming community about online poker. For Scarecrow too, it was a unique experience to partner Essel Group in this new age category.”
Manish Bhatt, founder director, Scarecrow Communications, added, “It’s rare when an agency gets a mandate to create a virtual nation for poker lovers. The challenge is to make it exclusive, yet inclusive. Scarecrow had the opportunity of being involved in the formation of this ‘nation’ from its birth. From naming it to designing its look. From writing the blog to the online communication. From designing merchandise like poker chips to T-shirts and jackets. This is a nation where anyone can migrate to, and become its citizen. The official game is poker. This nation has its own currency, its own national animal and even its own national anthem.”
The agency will also be handling the creative mandate for ALT Balaji, a digital venture from Balaji Telefilms. ALT Balaji's branding and design has been handled by Mangoblossom.
Bhatt said, "Today, the entire world is shifting to the digital platform for their entertainment. Balaji Telefilms has a rich legacy of producing the most favoured content on a large scale for multiple platforms – from television to films. And with ALT Balaji, they’re gearing up to entertain the digital audience as well. Scarecrow is really enthused to be part of this ambitious and exciting brand vision."
Nachiket Pantvaidya, CEO, ALT Balaji, said, “We’re excited to work with Scarecrow Communications and look forward to doing cutting edge creative work with them that will launch and build ALT Balaji for its consumers, both in India and overseas”.
ALT Balaji will create digital content for the for mobiles, computers, tablets, smart TVs and game stations.