Scarecrow Appointed Communication Agency For Margo Soaps

It was a multi-agency pitch involving 14 mainline agencies; Incumbent agency on the account is Draftfcb Ulka.

Hitesh Ranot | Delhi | February 3. 2011

Scarecrow Communications Ltd. has won the creative duties for Margo Brand soaps. The agency will work on all the campaigns for the brand including ATL and BTL activities.

The win has come after a multi agency pitch which involved 14 mainline agencies. The pitch was called in November and followed a very stringent pitch process.

Incumbent agency on the account is Draftfcb Ulka.

The account size is not disclosed either by Margo or the agency but the ad spend is said to be sizable.

Commenting on the development, Raghu Bhat, Founder Director, Scarecrow Communications said, “We thank Margo Brand Team for reposing their trust in us. Margo is an iconic brand and for Scarecrow, it is nothing less than a historic opportunity. We have a fair amount of experience in the beauty and skincare and hope to use that to create communication that wins hearts and builds marketshare.”

Adding further Manish Bhatt, Founder Director, - Scarecrow Communications said, “Working for FMCG Category is the biggest opportunity for Scarecrow. In the past, We (Me & Raghu ) had worked on Personal care / Beauty / Haircare / Cosmetics category very extensively for the brands like Lakme - Elle 18, L'Oreal, Parachute ( Marico ), Dabur Vatika, Liril, Vaseline etc. So, we know that the brands over here follow very strong Category codes. Creating something interesting in this category is really challenging overtime. And we are looking forward to do really some great work along with the Margo Brand Team.”

Arunava (Joy) Sengupta, Founder Director, - Scarecrow Communications added, “Margo win is one of the most satisfying win for us. Not only are we excited about working with an iconic brand like Margo but think it gives us an opportunity to do some exciting work in a category as competitive as soap.”

Margo represents a heritage which has been passed on to generation after generation, since 1920. Margo has become a household name across India, through its unique anti-bacterial property, which stems from pure neem oil. Neem has been a part of the Indian tradition for ages, as a natural anti-bacterial agent, useful in curing and preventing several ailments.

One of the widely acknowledged benefits of Neem is its utility as a skin care agent. Margo taps that very same natural benefit through pure neem oil. Owing to the unparalleled delivery of this equity through its range of toilet soaps, Margo today is among the widely known brands in India, with a loyal consumer base.

Starting in 2009, Margo has done a revamp of the imagery of the toilet soaps, and has introduced the product in a new pack and new shape. This change in packaging and shape has been done to appeal to the preferences and aspirations of India's dynamic and ever increasing young population. Additionally, the flagship product – 'Margo Original Neem' now comes with added Vitamin-E moisturizer which makes a great product even better, through its synergy with antibacterial cleansing benefit of the ever-potent pure neem oil.

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