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After ‘silent’ buzz, Scarecrow reveals brand B’lue

01-August-2012
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After ‘silent’ buzz, Scarecrow reveals brand B’lue

After its teaser campaign in the form of a silent music video launched a week ago for an unnamed brand, Scarecrow Communications has now revealed the name of the brand - B’lue, a new drink from Danone-Narang.

It may be recalled that Scarecrow had launched the ‘Reveal Yourself’ campaign, which had members of the music band Agnee performing dumb charade and viewers had to guess the words. The silent music video, put up on Facebook and YouTube, has received over 150,000 views.

Through a specially designed Facebook application, one could type in the lyrics. On submitting, every user got a score on the correct words revealed and more interestingly, the correct words got unmuted in the silent music video, on replaying. It served like a game, and saw people competing to achieve the highest score.

Speaking on the premise of the campaign, Amitabh Sreedharan, AVP – Account Management, Scarecrow Communications, observed that before launching the brand nationally, Danone Narang was looking to do a pilot launch for B’lue in Pune. “While a print and outdoor campaign was created under the theme of ‘Reveal Yourself’, there still had to be a big buzz-generating activity that engaged the youth of Pune,” he added.

Renu Bansal, Head - Marketing, Danone-Narang Beverages, said, “Today’s youth is aware of what they want to pursue and don’t live a life dictated by others. With our new campaign, ‘Reveal Yourself’, we wish to foster a passion to inspire people to pursue their dreams. Agnee has beautifully captured this sentiment in their music video. ‘Reveal Yourself’ is B’lue’s tribute along with Agnee to all Punekars.”

Since ‘Reveal Yourself’ is all about inspiring people to follow their heart and chase their inner dreams, team Scarecrow decided to help the brand philosophy come alive through a song that connects with the youth of Pune, said Kapil Tammal, Executive Creative Director, Scarecrow Communications. “Agnee is a popular national band, but it’s still very much Pune-based, so we leveraged on their popularity among the youth of Pune and the roaring music culture of the city,” he shared.

Team Scarecrow jammed with Agnee to draft the lyrics and roped in a technology partner to design the app. Sarvesh Raikar, Creative Director, Scarecrow Communications, informed that besides launching the silent video, the agency also created a range of interactive elements that drove engagement further. Videos were shot with Mohan and Koco (Agnee band’s lead singers) playing dumb charades and helping people guess the lyrics. Fun stuff like lip-reading tutorials and crosswords were also uploaded to boost the buzz. The band members also interacted with the participants through Twitter and encouraged them.

To catch the teaser phase action, visit Agnee Facebook page:
http://www.facebook.com/agneelive

To hear ‘Reveal Yourself’ – the unmuted track visit:
https://www.facebook.com/DrinkBlueIndia/app_266002443514126

Campaign Credits:

Danone Narang Beverages Team:
Renu Bansal, Head Marketing
Sunayendra Jain, Brand Manager
Amarpreet Kaur Ghandi, Assistant Brand Manger

Scarecrow Team:
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
Lalit Sakurkar, Sr. Art Director
Amrita Sarkar, Account Executive

Agnee: Mohan & Koco

Developers: Anveshan Technologies
Onkar Bhosle, Co-Founder
Nimit Shah, Technical Director
Production House: Dreamcatchers
Kirk Jacob, Producer
Manoj Mane, Director
Ram, DOP
Still Photography (Agnee): Himmat Shekhawat

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