Scarecrow Communications has bagged the creative duties of Radio City, following a muti-agency pitch. The agency's Mumbai office will handle the business.
Ashit Kukian, president and COO, Radio City, said, “Radio City is a robust media brand and it is a matter of great pride that after 13 years of inception, we are now considered synonymous to the category. With radio industry poised for the next phase of growth, we see a need to further augment the brand Radio City and therefore called for creative partners. We were overwhelmed with the enthusiasm and participation of the creative agencies. We narrowed down on Scarecrow Communications after evaluating their past credentials and their radio understanding and are confident that they would partner our efforts. We look forward to some great work from them.”
Manish Bhatt, founder director, Scarecrow Communications, said, “We are very ecstatic about this win, as Scarecrow has a soft spot for radio as a powerful communication medium. The fact that we won this account soon after we were crowned ‘Agency of the Year’ at Mirchi Kaan 2014, is truly the icing on the cake and what makes it a special achievement for us. Radio City being one of the big players of the industry, it gives us the challenge and excitement that we look for in building a brand.”
Arunava Sengupta (Joy), founder director, Scarecrow Communications, added, “This win is very significant as to work on a Radio brand it is very important to have knowledge of local nuances of different cities as radio needs to connect at a local level. I am really looking forward to deepening the connect that Radio City already has along with the brand team."
Radio City launched in 2001 and operates 20 FM stations across the country. It has also expanded to the digital radio platform with PlanetRadiocity.com.