Following a multi-agency pitch, Scarecrow Communications has bagged the creative duties of suiting, shirting and ready-to-wear brand Only Vimal, owned by Reliance Industries.
The incumbent agency is Grey India. Media duties are handled by Vibrant Media.
Manish Bhatt, founder director, Scarecrow, 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."
The brand will look to connect with the youth in future communication, according to Bhatt.
Arunava Sengupta founder director, Scarecrow, added, "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."
The new communication is expected to break in the next couple of months.