Scarecrow M&C Saatchi wins creative duties of 7 FMCG brands including 4 from Emami Group
The agency strengthens its portfolio winning the accounts of Lactalis Group’s Anik range, Germany’s Baby Sebamed, Wagh Bakri - Mili Tea, and brands from Emami Group
After a multi-agency pitch, Scarecrow M&C Saatchi was awarded the creative mandates for seven FMCG brands, two out of which are international. The agency will be handling accounts of the Lactalis Group’s Anik range (Ghee, Milk, Flavoured Milk, Buttermilk, Curd and Milk powder), complete portfolio of German brand Baby Sebamed, Wagh Bakri Group’s brand Mili Tea, and Emami Group’s complete range of Boroplus, Emami Kesh King Hair Oil & Shampoo, Emami 7 Oils in One Hair Oil and Emami Diamond Shine Hair Colour. The accounts will be handled by Scarecrow M&C Saatchi’s Mumbai office.
Marketed in India by USV private limited, Sebamed was established in 1957 in Germany by a dermatologist Heinz Maurer. Today, its products are exported to over 85 countries. Each product has a pH value of 5.5 which matches the pH of a baby’s skin. And can be used from day one itself.
Talking about the association, Farida Hussain, Director, Splendore Business said, “We are very upbeat about taking Baby Sebamed to the next level. Its unique formulation with pH 5.5 makes it effective and extremely safe for the little ones, right from day one. We are sure the association with Scarecrow M&C Saatchi will support Sebamed to meet its aspirations.”
Commenting on the win, Manish Bhatt, Founder - Director, Scarecrow M&C Saatchi says, “It’s always a pleasure to work on a brand where you are one of its target audiences. The Group has shown faith in Scarecrow M&C Saatchi by giving us the mandates of its Baby skincare range. Baby skin care is a tough category and USV private limited has a very ambitious plan for it. Team Scarecrow is really excited to contribute to Sebamed’s growth.”
Wagh Bakri’s Mili, comes with a quality blend of strong taste and aroma. In addition to Gujarat, Madhya Pradesh and Rajasthan, Mili is growing fast in North India, Maharashtra and Goa states as well. The chosen ambassador for the brand, actor Sakshi Tanwar, personifies the attributes that the brand inherits. Her popularity amongst the Indian household is sure to help the brand reach, especially from the tier II and III cities.
Executive Director of Wagh Bakri Tea Group, Parag Desai says, “Wagh Bakri Tea is the leader in Gujarat and very popular brand in Rajasthan and Madhya Pradesh where in Mili Tea is second choice for masses. We are now targeting newer territories such as North India, South India, Maharashtra and Goa. Scarecrow M&C Saatchi presented us a compelling creative strategy to gain significant market share in these regions.”
Reacting to this win Bhatt said, “It’s a special feeling. Scarecrow M&C Saatchi has been handling Wagh Bakri for over 3 years now. The group has ambitious plans for Mili Tea and has always evolved with times and focused on expanding reach. We are thrilled to partner with them in this exciting journey.”
Boroplus, launched in 1984, is one of India’s trusted brands used in many households, and has had famous personalities become their brand ambassadors like superstar Amitabh Bachchan, actor Shilpa Shetty Kundra
Vikas Srivastava, Sr. GM (Marketing), Emami Limited, confirmed the development by adding, "Scarecrow has been evolving over the years and now, with their tie-up with M&C Saatchi we expect our communication will become sharper with new ideas that will help break clutter.”
DPS Advertising & Marketing, Kolkata, has been associated with Emami on the above brands for years, and the association will continue.
"Some of the brands like Boroplus are truly iconic brands that every Indian has grown up with. Creating memorable work for such a memorable brand is indeed a matter of great pride for us at Scarecrow M&C Saatchi. Raghu and me have already worked on beauty, skin care and hair care brands like Parachute, L’Oreal, Lakme Elle 18, Vaseline, Dabur Vatika and more in our earlier days, and would love to provide the necessary expertise to create some ground-breaking work for these brands as well," says Bhatt.
Scarecrow already handles the creative mandate for Emami Healthy & Tasty Cooking Oil and has also created some memorable work for Zandu Sona Chandi Chyawanprash Plus and Zandu Kesari Jivan in the past, including the first-ever endorsement for Zandu Kesari Jivan featuring the legendary Milkha Singh.
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