Top Story

Home >> Account-Movement >> Article

Scarecrow adds brands from Rupa to kitty

15-March-2011
Font Size   16
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.”
 

Tags Scarecrow Frontline Raghu

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Country Marketing Manager, IKEA India, Smedberg to speak on how IKEA communicates to the new-age customers through digital communication

This is a significant pronouncement for the Cable TV broadcasting and distribution sector as it paves the way for augmenting and strengthening consumer choice and also creating a level playing field f...

The announcement was made by the third judge of the Madras High Court, with an order expected later this evening.