Campaign India Team
Mar 15, 2011

Scarecrow wins creative duties of five brands of Rupa & Co. Ltd

The brands are Frontline, Kidline, Euro, Thermocot and Bumchums

Scarecrow wins creative duties of five brands of Rupa & Co. Ltd

Scarecrow Communications has won the creative duties of five brands of Rupa & Company Ltd. The brands are Frontline, Kidline, Euro, Thermocot and Bumchums.

Rajnish Agarwal, president, brand promotion, Rupa & Co Ltd., said, "We felt that we should engage with a new agency which has the urge and capability to deliver something new and dynamic. And we feel that Scarecrow, with Manish and Raghu in place, will be able to do justice to this thought of ours. The media budget for the five brands combined would be in the region of Rs 20 crores."

Manish Bhatt, founder director, Scarecrow Communications, said, “We have worked on the launches of Hanes, Wonderbra in India  &  communication for VIP in the past, and it has helped in understanding the category. But working for a category leader like Rupa with highly visible flagship brands like Frontline and Euro, is a task that demands more responsibility. We will have improve the brand status without disrupting its current leadership. But, after all, it is a fun category and there is a lot of scope for clutter breaking creativity.”

Raghu Bhat, founder director, Scarecrow Communications, said, "It is a privilege for Scarecrow to associate with India's largest Knitwear brand. It's a dream-come-true opportunity to work on brands that enjoy tremendous opportunity and recall across the entire country. At a people level too, the management of Rupa & Co Ltd are down-to-earth and warm and a real pleasure to deal with. We are looking forward to using our past learnings in this category to create communication that will take the brands of Rupa to even greater heights."

Arunava (Joy) Sengupta, founder director, Scarecrow Communications, added,  "I think from a strategic point of view, brand Rupa gives us a chance to do interesting work as we work closely with the brand team to not only ward off the challenges from the local brands but also take on the international biggies and ensure Rupa's continued dominance."

Source:
Campaign India