Launching new brand content, Scarecrow Communications has roped in music band Agnee to create a unique music video – ‘Reveal Yourself’ – to promote one of its clients. A teaser ad has been launched in the form of a silent music video without naming the brand, which has been put up on Agnee’s Facebook page. The brand’s name and complete lyrics will be revealed on July 30, 2012.
Manish Bhatt, Founder-Director, Scarecrow Communications, elaborated, “Conventional media mix would not have been engaging enough, hence we looked for an idea that would create a buzz and connect with the audience.” Subsequently, the agency thought of creating branded content that was most appropriate for the brand.
Sarvesh Raikar, Creative Director, Copy, Scarecrow Communications, added here, “The brand has its own philosophy which had to be shared with people in a new way, and the song seemed to be the most suited medium to convey this. Kapil Tammal, Executive Creative Director, Scarecrow Communications, shared that the agency adopted an “international look” for the ad.
The video shows Mohan and Koco, key members of the Agnee band, acting out the words of the song in the form of dumb charade and people need to identity these words. Fans can type in the words that they guess through a specially designed app. On submitting, every user gets a score on the correct words revealed and, interestingly, the correct words get ‘unmuted’ in the original video. So, the next time the user plays the video, only the words which he/ she guessed right are heard.
Within three days of its launch, the video has already witnessed close to 85,000 views.
Mohan & Koco
Lyrics: Clue Video Dumb charades by Mohan of Agnee
Manish Bhatt, Founder Director
Arunava (Joy) Sengupta, Founder Director
Raghu Bhat, Founder Director
Sarvesh Raikar, Creative Director
Amitabh Sreedharan, Associate Vice-president
Kapil Tammal, Executive Creative Director
Ankit Dembla, Creative Supervisor
Diana D’souza, Copy Supervisor
Sushant Dharwadkar, Copy Supervisor
Lalit Sakurkar, Sr. Art Director
Amrita Sarkar, Account Executive
Developers: Anveshan Technologies
Onkar Bhosle, Co-Founder
Nimit Shah, Technical Director
Production house: Dreamcatchers
Producer: Kirk Jacob
Director: Manoj Mane