Dentsu Marcom is the incumbent agency on the business; it was a multi-agency pitch.
Neha Saraiya | Delhi | June 10, 2011
MVL Mobiles has appointed Scarecrow Communications as its communication consultant for its upcoming products across India. Scarecrow has bagged the business followed by a multi-agency pitch which involved Contract Advertising, Law & Kenneth and others. The incumbent agency on the business is Dentsu Marcom.
According to sources, MVL Mobiles foray into the mobile handset market is based on the objective of credible quality, cutting edge technology and dependable after-sales service and therefore the brand will require an inclusive creative strategy.
Commenting on this developmentÂ Arjun Rishi, Director, MVL Mobiles said, âWe aim to further strengthen MVL Mobilesâ presence in the market, and feel Scarecrow with its effective creative thoughts and ideas will further consolidate our brand positioning."
Raghu Bhat, Founder Director, - Scarecrow Communications added, âWe are visibly thrilled to partner MVL Mobiles. In our interactions with the management, we have seen zero-tolerance for run-of-the-mill thinking and a determination to create genuine differentiation, at every level. This is very energizing for any creative person.â
Arunava Sengupta, Founder Director, - Scarecrow Communications added, âMobile handset business is one of the most exciting and rapidly growing categories in India today. A brand in this category needs to be relevant to a wide audience set and that gives us tremendous opportunity to do some exciting consumer work leading to some path breaking communication. â
Anindya Banerjee, Executive Creative Director, Scarecrow Delhi added,Â âWe look forward in partnering MVL mobiles for both of us share a common DNA. Both are challenger brands. Both are hungry. And both have no option but to think out-of-the-box. In the process, the line between an agency and a client becomes blurred. Thatâs a fantastic situation to be in.â
Established in 1986, MVL Group has diversified into consumer electronics, telecom and real estate over the past 25 years. Group company MVL Telecom Limited launched mobile handsets under the brand name 'MVL Mobiles' in June 2010.