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Scarecrow Wins Creative Duties For 5 Rupa Brands

It was a multi-agency pitch; the ad spends for the brand is pegged in the region of Rs.20 crores.

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Scarecrow Wins Creative Duties For 5 Rupa Brands

It was a multi-agency pitch; the ad spends for the brand is pegged in the region of Rs.20 crores.

Neha S | Delhi | March 15, 2011

publive-imageScarecrow Communications has won creative duties of 5 Brands of Rupa - India's No.1 Knitwear Company.  The agency will handle ATL and BTL creative for the brands Frontline, Kidline, Euro, Thermocot & Bumchums. The ad spends for the brand is pegged in the region of Rs.20 crores.

Scarecrow has won the business followed by a multi-agency pitch. Situations Advertising is the incumbent on the business.

Confirming the development with BestMediaInfo.com, Rajnish Agarwal, President, Brand Promotion, Rupa & Co Ltd. said "We felt that we should engage a new agency which has the urge & capability to deliver something new and dynamic and we feel scarecrow, with Manish and Raghu in place, will be able to do justice to this thought. The media budget for the 5 brand combined would be in the region of Rs.20 crores.”

Commenting on the win, Manish Bhatt, Founder Director, Scarecrow Communications Ltd. said, “We have worked on the launch of Hanes, Wonderbra in India & communication for VIP in the past and it helped understanding the category. But working for the Category leader like Rupa with highly visible flagship brands like Frontline & Euro it is much more responsible task in hand. We will improve the brand status without disrupting its current leadership. But, after all, it is a fun category and lot of scope in expressing clutter breaking creativity.”

"It is a priviledge for Scarecrow to associate with India's largest Knitwear brand. It's a dream-come-true opportunity to work on brands that enjoy tremendous opportunity and recall across the entire country. At a people level too, the management of Rupa & Co Ltd are down-to-earth and warm and a real pleasure to deal with. We are looking forward to using our past learnings in this category to create communication that will take the brands of Rupa to even greater heights," added Raghu Bhat, Founder Director, Scarecrow Communications.

Arunava (Joy) Sengupta, Founder Director, Scarecrow Communications says, "I think from a strategic point of view brand Rupa gives us a chance to do interesting work as we work closely with the brand team to not only ward off the challenges from the local brands but also take on the international biggies and ensure Rupa's continued dominance."

Rupa is today the unquestioned No.1 knitwear brand in India, covering the entire range of knitted garments from innerwear to casual wear. Starting as a dream in the far-sighted mindscape of three men of vision and enterprise, Rupa has evolved to become the frontrunner in India and a leading player in global markets with far-reaching footprints and millions of satisfied customers.

This is because Rupa believes in moving ahead not just in terms of volumes, but also in technology and product innovations. In line with evolving consumer preferences and market demands, Rupa periodically introduces new varieties in each sub-brand. These products incorporate the latest fabric innovations, cutting-edge production techniques, and advanced design elements to give the finest experience of style and comfort to the end-user.

Synonymous with quality and durability, Rupa brands are integrated across the hosiery value chain. They enjoy top-of-the-mind recall across all segments and have earned the trust of millions across the globe.

Neha@BestMediaInfo.com

Info@BestMediaInfo.com

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