Scarecrow wins Anchor's creative mandate

The electrical solutions company is in a transformational mode and the pitching process lasted five months

Neha Saraiya | Delhi | January 2, 2012

Anchor Electricals, a Panasonic Group company, has appointed Scarecrow Communications as its creative agency. The agency was selected after a rigorous selection process involving many big agencies including Law & Kenneth.  The pitch process lasted five months.

Commenting on the appointment of Scarecrow, Dinesh Aggarwal, Director, Sales and Marketing, Anchor Electrical, said, “We were looking for an agency which understood our transformation and growth need. I believe that Scarecrow meets those requirements and we look forward to working together on our stated objectives.”

On the account win, Raghu Bhat, Founder Director, Scarecrow, said, “It's a source of personal and professional pride to be associated with a brand like Anchor, a Panasonic Group brand. The electrical products sector is highly unorganized, and there is a genuine opportunity to create interventions at multiple levels through the power of creativity.”

To this, Manish Bhatt, Founder Director, Scarecrow, added, “We have handled Anchor in our previous agency and have the highest regard for the management. We are delighted by this opportunity and hope to use our category experience to create impactful creative work that boosts their top line.”

Arunava (Joy) Sengupta, Founder Director, Scarecrow, commented, “The sector is hotting up and it's the right time to create consumer pull. We are thankful to Anchor Electricals for reposing trust in us.”

The agency is currently in the process of undertaking an in-depth survey about the company and will roll out its first 360 degree marketing campaign within the next quarter.

Anchor manufactures switches and accessories, wires and cables, fans, CFL, luminaries, circuit breakers, and insulation tapes, and is gaining increasing market share in every category, positioning itself as a complete electrical solutions company.

Neha@BestMediaInfo.com

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