Scarecrow wins Joy Cosmetics' creative duties

Kolkata-based Joy Cosmetics has appointed Scarecrow Communications to handle its creative duties. The account will be handled by Scarecrow's Mumbai office.

Joy Cosmetics was founded in 1988. The company's portfolio consists of personal care products, focused on skincare and haircare segments. Bollywood actress Anushka Sharma featured in the brand's last advertising campaign, which released two years ago. Sharma has been retained as brand ambassador for the new campaign.

On the association with Scarecrow Communications, Sunil Agarwal, director, Joy Cosmetics, said, "I personally know all the three founders of Scarecrow and have seen them evolving over last few years. I am very sure that they would do a perfect job not only in developing the communication strategy for the brand but also in the execution and supervision of every communication element across all the mediums."

On the account win, Arunava (Joy) Sengupta, founder director, Scarecrow Communications, said, "Skincare and haircare are not only high growth categories but are also highly competitive. According to us, competition will get even more intense in the near future. In this scenario we hope our work not only cuts through the clutter but also catapults brand Joy Cosmetics to the next level."

Raghu Bhat, founder director, Scarecrow Communications, added, "Some years ago, we had done a one-off project for Joy Cosmetics while working for a network agency. It is destiny that has given us this opportunity to associate once again on a professional basis and we look forward to making it count."