Home >> Advertising >> Article

Scarecrow’s silent music video creates brand buzz

27-July-2012
Font Size   16
Scarecrow’s silent music video creates brand buzz

Launching new brand content, Scarecrow Communications has roped in music band Agnee to create a unique music video – ‘Reveal Yourself’ – to promote one of its clients. A teaser ad has been launched in the form of a silent music video without naming the brand, which has been put up on Agnee’s Facebook page. The brand’s name and complete lyrics will be revealed on July 30, 2012.

Manish Bhatt, Founder-Director, Scarecrow Communications, elaborated, “Conventional media mix would not have been engaging enough, hence we looked for an idea that would create a buzz and connect with the audience.” Subsequently, the agency thought of creating branded content that was most appropriate for the brand.

Sarvesh Raikar, Creative Director, Copy, Scarecrow Communications, added here, “The brand has its own philosophy which had to be shared with people in a new way, and the song seemed to be the most suited medium to convey this. Kapil Tammal, Executive Creative Director, Scarecrow Communications, shared that the agency adopted an “international look” for the ad.

The video shows Mohan and Koco, key members of the Agnee band, acting out the words of the song in the form of dumb charade and people need to identity these words. Fans can type in the words that they guess through a specially designed app. On submitting, every user gets a score on the correct words revealed and, interestingly, the correct words get ‘unmuted’ in the original video. So, the next time the user plays the video, only the words which he/ she guessed right are heard.

Within three days of its launch, the video has already witnessed close to 85,000 views.

Campaign Credits:
Agnee Team:
Mohan & Koco
Lyrics: Clue Video Dumb charades by Mohan of Agnee

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
Sushant Dharwadkar, Copy Supervisor
Lalit Sakurkar, Sr. Art Director
Amrita Sarkar, Account Executive

Developers: Anveshan Technologies
Onkar Bhosle, Co-Founder
Nimit Shah, Technical Director

Production house: Dreamcatchers

Producer: Kirk Jacob
Director: Manoj Mane
DOP: Ram

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye