Scarecrow gets creative mandate for 'Sonic'

The agency has been growing at a healthy clip over the past year with wins such as Nestle, Future Capital, Rupa and Quikr

BestMediaInfo Bureau | Delhi | December 2, 2011

The creative mandate for Viacom18's new channel Sonic has been bagged by Scarecrow Communications. The win is a culmination of a systematic, long-drawn pitch process. Sonic will be India's first channel to exclusively target India's young adults who fall in the 10- to 17 year-old age bracket. The content will largely comprise action, adventure and animation, through television shows and movies.

Said Raghu Bhat, Founder Director, Scarecrow Communications, “Sonic is a triumph of segmentation. Somewhere between puberty and adolescence lies a million-dollar opportunity. We are happy to partner Sonic on this treasure hunt.”

Manish Bhatt, Founder Director, Scarecrow, commented, “We have worked on briefs where the target audience comprises kids, teenagers, housewives, executives or aam aadmi. But this time, we are working on a brand new audience and that is exciting.”

Manish, Raghu and Arunava Sengupta have handled brands such as Ten Sports, Disney and NDTV in their previous agencies. Commented Sengupta, ”We have worked on sports, news and lifestyle channels before. This is exciting as we are venturing a new space and trying to create a new category. What really helps is that Sonic has some great content.”

Scarecrow has been growing at a healthy clip over the past year with wins such as Nestle, Future Capital, Rupa and Quikr.

Info@BestMediaInfo.com

Info@BestMediaInfo.com