Financial services company Religare Enterprises has appointed Scarecrow Communications as the creative agency for its subsidiary Religare Arts Initiative. The agency is already handling Religare Macquarie account, which it won in February.
According to Subhrangshu Neogi, director of brand and corporate communications at Religare, Religare Arts Initiative is a 360-degree platform for the cause of art. He explained further, “Our vision was not to create just another arts fund, but to straddle the value chain in the arts business – from offering artist residencies to owning a gallery and undertaking art valuation and insurance.” Scarecrow’s mandate would be to deliver highly innovative solutions to treat this part of the business differently. “We’ll be revisiting the brand identity and looking at innovations in terms of direct-to-consumer programmes, activation and collaterals; it’ll be highly focussed communication, and not mass media,” he said.
Manish Bhatt, founder director of Scarecrow, added, “The fact that it’s a 360-degree platform for art makes it larger and more ambitious than an art gallery, and that’s pretty exciting. Also, the advertising for the Tate Gallery in London is considered as landmark and won a D&AD, so there’s plenty of creative scope too.”
