Scarecrow wins Danone's B'lue

The account size is estimated in the region of Rs 15-20 crore; Everest Brand Solutions is the incumbent on the account

BestMediaInfo Bureau | Delhi | July 2, 2012

Danone Narang beverages, a 51:49 JV between French food-products giant Group Danone and Pune-based Narang Group, has appointed Scarecrow Communications as its creative agency for its beverage brand B'lue. The agency was selected after a comprehensive selection process that included at least four agencies and four rounds of pitch and presentation. Everest Brand Solutions is the incumbent agency on the account.

Though Danone Narang officials declined to divulge the account size, industry sources estimate that the business would be in the region of Rs 15-20 crore keeping in mind that the company is planning test marketing in Pune which will be followed by a national campaign. The test marketing campaign will include print, outdoor, radio, digital and sampling.

B'lue is a new concept in the ready-to-drink beverage category. It is a restorative drink with a unique product experience that leaves one feeling refreshed and uplifted thanks to its unique formulation.

Raghu Bhat, Founder Director, Scarecrow Communications, said, “It's a source of personal and professional pride to be associated with a brand like B'lue from Danone Narang Group. There is a genuine opportunity to create interventions at multiple levels through the power of creativity.”

Manish Bhatt, Founder Director, Scarecrow, commented, “Danone has given the world iconic brands like Evian. Working on this new innovative FMCG brand conceived by Danone Narang is an exciting opportunity for Scarecrow. ”

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

Scarecrow, with offices in Mumbai and Delhi, handles brands like Nestle, Reliance Digital, DNA, Religare, DLF, Future Capital, Emami, Eristoff (Bacardi) and Rupa Innerwear.

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