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Scarecrow creates muted buzz

Ropes in the music band Agnee, and then mutes the video to keep the guessing game for its brand alive

Ananya Saha | Delhi | July 27, 2012

Ninety thousand views in four days, and still counting. This is the power of muted teaser song designed by Scarecrow Communication. ‘Reveal Yourself’ is Indian music band Agnee's first silent music video. In the teaser phase, which is currently on, a silent music video is put up on the Agnee’s Facebook page. The unique music video was revealed on July 23, and has managed to create quite a buzz on Facebook.

Manish Bhatt, Founder Director, Scarecrow Communications, said, “We wanted to reach out to whole set of audience, and not get bound by geographies. While mainline was the option, we innovated and created branded content online to reach a wider base, and engage them too. And reaching them with Agnee was the most appropriate route.”

The aim of the silent video is to promote a brand, which the agency is not ready to reveal as yet. Fans and participants are given a unique chance to reveal the lyrics, by lip-reading the artists performing in the video. Through a specially designed app, fans can actually type in the words that they guess. On submitting, every user gets a score on the correct words revealed and more interestingly, the correct words get unmuted in the original video! So the next time the user plays the video, only the words that they guessed right are heard.

Sarvesh Raikar, Creative Director, Scarecrow Communications, said, “We have put the video only on Agnee’s FB fan page, and it has driven engagement dramatically. The fans are showing the restlessness to see the whole video.” During the teaser phase, various clues are being offered to the participants. Like videos, in which Mohan and Koco (the bands key members) play dumb charades using the lyrics.

The look and feel of the video is truly international.  Having created enough buzz already, the brand is ecstatic according to Bhatt. As soon as the video was put up on Agnee’s FB page, fans started guessing the lyrics.

Kapil Tammal, Executive Creative Director, Scarecrow Communications said, “We tied-up with Anveshan Technologies to create the application. The R&D, and execution took over a month.”

The video with the lyrics and the brand will be revealed on Monday, i.e. July 30, 2012. Bhatt’s clue for the clued-ins? “The lyrics embody the philosophy of the youth brand that we manage.” The video then would land on the brand’s page.

Well, keep guessing till then!

Agnee FB page :  http://www.facebook.com/agneelive

Lyrics : Clue Video  Dumb charades by Mohan of Agnee

http://www.youtube.com/watch?v=N0fCw6wCWkU&feature=youtu.be

Credits:

Agnee: Mohan & Koco

Scarecrow: Manish Bhatt, Founder Director; Arunava (Joy) Sengupta, Founder Director; Raghu Bhat, Founder Director; Sarvesh Raikar, Creative Director; Amitabh Sreedharan, Associate Vice-president; Kapil Tammal, Executive Creative Director; Ankit Dembla, Creative Supervisor; Diana D’souza, Copy Supervisor; Sushant Dharwadkar, Copy Supervisor; Lalit Sakurkar, Sr. Art Director; Amrita Sarkar, Account Executive

Developers- Anveshan Technologies: Onkar Bhosle, Co-Founder; Nimit Shah, Technical Director

Production house- Dreamcatchers: Kirk Jacob, Producer; Manoj Mane, Director; Ram, DOP

Ananya@BestMediaInfo.com

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Comments (1)
  • NATARANJAN - 7 years ago

    very innovative,scarecrow...exploiting the contrapuntality of silence and sound...keep it up!...and turning it into a contest of discovery ...kool...