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Scarecrow adds brands from Rupa to kitty

15-March-2011
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Scarecrow adds brands from Rupa to kitty

Scarecrow Communication has won the creative duties of five Rupa brands - Frontline, Kidline, Euro, Thermocot & Bumchums. Rajnish Agarwal. President, Brand Promotion, Rupa & Co Ltd and Manish Bhatt, Founder Director, Scarecrow Communications Ltd, have confirmed this development.
Synonymous with quality and durability, Rupa brands are integrated across the hosiery value chain. They enjoy top-of-the-mind recall across all segments and have earned the trust of millions across the globe.
Commenting on this development Rajnish Agarwal, President, Brand Promotion, Rupa & Co Ltd. said, “We felt that we should engage a new agency which has the urge and capability to deliver something new and dynamic. And we feel scarecrow, with Manish and Raghu in place, will be able to do justice to this thought of ours. The media budget for the 5 brands combined would be in the region of Rs. 20 crores.”

Manish Bhatt, Founder Director, Scarecrow Communications, added, “We have worked on the launches of Hanes, Wonderbra in India and communication for VIP in the past. It helped in understanding the category. But working for the category leader like Rupa with highly visible flagship brands like Frontline and Euro there is much more responsible task in hand. We will have improve the brand status without disrupting its current leadership. But, after all, it is a fun Category and lot of scope in expressing clutter breaking creativity.”

Raghu Bhat, Founder Director, Scarecrow Communications, added, "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.”
 

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