Scarecrow bags Joy Cosmetics' creative mandate

New campaign round the corner with Anushka continuing as the brand ambassador

BestMediaInfo Bureau | Mumbai | February 13, 2013

Kolkata-based Joy Cosmetics has appointed Scarecrow Communications as its creative agency. The account will be handled out of Scarecrow's Mumbai office.

Conceived in 1988, the Joy basket consists of a wide range of personal care products, focused on skincare and haircare segments, with Skin Fruits, Honey & Almonds, 24K Gold and Pure Aloe as the focused brands. The products are enriched with the goodness of active natural ingredients.

The company's last campaign featuring leading Bollywood actress Anushka Sharma was released two years ago. The company that has grown to be a major player, especially in the Hindi heartland states, will retain Anushka as its brand ambassador and will release its new campaign soon.

Sunil Agarwal, Director, Joy Cosmetics, said, "I personally know all the three founders of Scarecrow and have seen them evolving over the last few years. I am very sure that they would do a perfect job not only in developing the communication strategy for the brand but also in the

execution and supervision of every communication element across all mediums."

Arunava (Joy) Sengupta, Founder Director, Scarecrow, commented, "Skincare and haircare are not only high growth categories but are also highly competitive. According to us, competition will get even more intense in the near future. In this scenario we hope our work not only cuts through the clutter but also catapults brand Joy Cosmetics to the next level."

Raghu Bhat, Founder Director, Scarecrow, added, "Some years ago, we had done a one-off project for Joy Cosmetics while working for a network agency. It is destiny that has given us this

opportunity to associate once again on a professional basis and we look forward to making it count."

Manish Bhatt, Founder Director, Scarecrow, said, "We have extensive experience in the beauty category having worked on Lakme, L'Oreal, Parachute, Vaseline and Dabur Vatika. We hope to convert that into compelling creative work that builds market share."

With fully functional offices in Mumbai and Delhi, Scarecrow Communications is one of India's fastest growing advertising agencies with brands such as Reliance Digital, Danone, Anchor

Panasonic, Emami, Kohinoor McCormick, Eristoff, Viacom 18, Nestle, Quikr and Rupa. Recently, Scarecrow started its full-fledged design outfit, Scarecrow Designs.

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