Scarecrow appointed creative agency for &pictures

The appointment comes after a detailed review process and will see Scarecrow assume responsibility for launching the channel's brand identity and positioning

BestMediaInfo Bureau | Mumbai | August 6, 2013

After a multi-agency pitch, &pictures, India's first interactive movie channel from the Zee Group, has appointed Scarecrow as its creative agency. The appointment comes after a detailed review process and will see Scarecrow assume responsibility for launching the channel's brand identity and positioning across key markets.

The main aim of the campaign will be to distinguish it as a category leader and establish its identity as the country's first interactive channel which reflects the duality of an effervescent nation that seeks to progress while being rooted in its culture and heritage.

Akash Chawla, Marketing – Head, National Channels, ZEEL, said, “It is our vision to be a clutter-breaker in the movie genre to give viewers the best interactive experience. To achieve this, we are very focused in the way we do business – and everything we do has viewers at the heart of it. A key part of this process is the development of our brand positioning together with the creative look and feel. Scarecrow had an intuitive understanding of what we're trying to achieve and were able to perfectly marry their creative inputs with our thought process.”

Scarecrow Communications focuses primarily on strategy, creative and design. They have worked on the strategic process for &pictures, giving the channel its name and logo. The ongoing brand campaign has also been designed and executed by the group.

Arunava (Joy) Sengupta, Founder Director, Scarecrow, said, “The launch of &pictures is very special to Scarecrow. We have been part of the process from day one, developing the strategy, arriving at the name and creating the campaign. We feel like a proud parent who is about to see the child take his first stride in this very competitive market of television entertainment and will do our best to ensure that &pictures becomes the most sought after destination for viewers.”

Manish Bhatt, Founder Director, Scarecrow, commented, “After the nostalgic era of Doordarshan, Zee was the first revolution in the entertainment world of India. After 20 years of Zee, history is repeating itself with the arriving of brand &pictures. Being part of the revolution is Scarecrow's privilege. And we will put our best to live up to the challenge.”

Added Raghu Bhat, Founder Director, Scarecrow, “We are always happy when existing clients reinforce their faith in us by entrusting us with even more responsibilities. And this one, coming from a trendsetter global media company like Zee makes it even more special.”

With an impressive portfolio of brands like ITC, Danone Narang, Vimal, Anchor, Panasonic, Emami, Religare, Kohinoor McCormick, Zee Khana Khazana, Viacom 18, Quikr and others, Scarecrow Communications has fully functional offices in both Mumbai and Delhi.

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