&pictures, India’s first interactive movie channel from ZEE, has appointed Scarecrow Communications as its creative agency following a competitive multi-agency pitch. The appointment comes after a detailed review process and will see Scarecrow assume responsibility for launching the channel’s brand identity and positioning across key markets.
The main aim of the campaign will be to distinguish &pictures as a category leader and establish its identity as the country’s first interactive channel.
Talking about the appointment, Akash Chawla, Marketing Head, National Channels, ZEEL said, “It is our vision to be a clutter-breaker in the movie genre to give viewers the best interactive experience. To achieve this, we are very focused in the way we do business – and everything we do has viewers at the heart of it. A key part of this process is the development of our brand positioning together with the creative look and feel. Scarecrow had an intuitive understanding of what we’re trying to achieve and were able to perfectly marry their creative inputs with our thought process.”
Scarecrow has worked on the strategic process for &pictures, giving the channel its name and logo. The ongoing brand campaign has also been designed and executed by the group. Arunava Sengupta, Founder Director, Scarecrow Communications shared, “The launch of &pictures is very special to Scarecrow. We have been part of the process from day one – developing the strategy, arriving at the name and creating the campaign. We feel like a proud parent who is about to see the child take his first stride in this very competitive market of television entertainment and will do our best to ensure that &pictures becomes the most sought after destination for our viewers.”
Manish Bhatt, Founder Director, Scarecrow Communications said, “After the nostalgic era of DD, ZEE was the first revolution in the entertainment world of India. After 20 years of ZEE, history is repeating itself with the arriving of brand &. Being part of the revolution is Scarecrow’s privilege.”
Raghu Bhat, Founder Director, Scarecrow Communications added here, “We are always happy when existing clients reinforce their faith in us by entrusting us with even more responsibilities. And this one, coming from a trend-setter global media company like ZEE, makes it even more special.”
Scarecrow Communications’ client roster includes brands such as ITC, Danone Narang, Vimal, Anchor, Panasonic, Emami, Religare, Kohinoor McCormick, Zee Khana Khazana, Viacom 18, and Quikr, among others.