Danone Narang Beverages (DNB) has appointed Scarecrow Communications as the creative agency for its new beverage brand, B’lue. Scarecrow has bagged the account post a multi-agency pitch held in Mumbai. The agency also bagged Religare, Justbooks and Emami Healthy & Tasty accounts last week.
Officials from Danone Narang have confirmed the development.
Sources close to the development have conveyed that agencies such as Lowe Lintas and the incumbent Everest Brand Solutions also participated in the pitch, though formal confirmation could not be obtained at the time of filing this report.
The business is estimated to be in the vicinity of Rs 18-20 crore. It may be noted that Danone globally has Y&R as its agency on record for beverages business.
Commenting on the win in an official release, Raghu Bhat, Founder Director, Scarecrow Communications said, “It’s a source of personal and professional pride to be associated with a brand such as B’lue from Danone Narang Group. And there is a genuine opportunity to create interventions at multiple levels through the power of creativity.”
B’lue is a new concept in ready to drink beverages. It is a restorative drink with a unique product formulation. The beverage is currently being test marketed in Pune.
Manish Bhatt, Founder Director, Scarecrow Communications added, “Danone has given the world iconic brands such as Evian. Working on this new innovative FMCG brand B’lue conceived by Danone Narang is one of the most exciting opportunities for Scarecrow.”
Arunava (Joy) Sengupta, Founder Director, Scarecrow Communications also added, “The sector is hot and it’s the right time to create consumer pull. We are thankful to B’lue from Danone Narang Group for reposing trust in us.”
For the record, DNB is a joint venture company between French Group Danone and India-based Narang Group formed in July 2010.