Scarecrow Communications has bagged the creative duties for MVL Mobiles following a 360 degree creative pitch called by the company in the month of March. According to sources, 6-7 agencies participated in the pitch along with the incumbent, Dentsu. The agency has already started working on the creatives after an initial briefing by the client. The entire portfolio will be handled by Scarecrows Delhi office.
Commenting on the development Arjun Rishi, Director, MVL Mobiles, said, “We aim to further strengthen MVL Mobiles presence in the market, and feel Scarecrow with its effective creative thoughts and ideas will further consolidate our brand positioning."
MVL Telecom, a part of MVL Group, forayed into the mobile handsets market in mid-June 2010 with 8 handsets launched in the price range of Rs.1400-5000. The mobile handsets were launched with a differentiation of push mail facility without having consumers to pay fixed cost for the data charges.
Excited over the win, Raghu Bhat, Founder Director, Scarecrow Communications, said “We are visibly thrilled to partner MVL Mobiles. In our interactions with the management, we have seen zero-tolerance for run-of-the-mill thinking and a determination to create genuine differentiation, at every level. This is very energizing for any creative person.”
MVL Mobiles foray into the mobile handset market is based on the objective of credible quality, cutting edge technology and dependable after-sales service. The major task for the agency would be to develop communications that cuts through the clutter in the mobile handsets market.
Arunava Sengupta, Founder Director, Scarecrow Communications, added, “Mobile handset business is one of the most exciting and rapidly growing categories in India today. A brand in this category needs to be relevant to a wide audience set and that gives us tremendous opportunity to do some exciting consumer work leading to some path breaking communication. ”
“We look forward in partnering MVL mobiles for both of us share a common DNA. Both are challenger brands. Both are hungry. And both have no option but to think out-of-the-box. In the process, the line between an agency and a client becomes blurred. That’s a fantastic situation to be in” commented Anindya Banerjee, Executive Creative Director, Scarecrow Delhi.
MVL’s media duties currently reside with Vivaki.