Scarecrow bags iconic brand 'Only Vimal'

The account size is estimated in the region of Rs 25-30 crore

BestMediaInfo Bureau | Mumbai | June 21, 2013

After a systematic multi-agency pitch process, Scarecrow Communications has been appointed as the creative agency for the iconic brand 'Only Vimal' (suiting, shirting and ready- to-wear). Officials from Vimal have confirmed this development to the agency. According to the industry sources, the account size is estimated in the region of Rs 25-30 crore.

The great visionary, Dhirubhai Ambani, founded Reliance Industries (RIL) as a textile company and led its evolution as a global leader in the materials and energy value chain businesses. He is regarded as an icon for enterprise in India and epitomised the 'dare to dream and learn to excel' spirit.

Naroda Manufacturing Division, located near Ahmedabad, Gujarat, is RIL's first manufacturing facility. This textile and fabric manufacturing facility manufactures and markets woven and knitted fabrics for home textiles, synthetic and worsted suiting and shirting, ready to wear garments and automotive fabrics.

The umbrella brand Vimal evolved to become the iconic brand 'Only Vimal'. It was one of the first few textile brands to reach consumer eyes and ears in a big way.

Manish Bhatt, Founder Director, Scarecrow, said, “Vimal is a truly iconic Indian brand. The brand pioneered lifestyle communication in India by using brand ambassadors like Sir Vivian Richards. In fact, with communication that was ahead of its times, the brand was a guiding light for the Indian advertising industry. Scarecrow is thrilled to contribute to the task of bringing back the brand's iconic status.”

Added Arunava Sengupta, Founder Director, Scarecrow, “It is interesting and challenging to reposition a strong Indian lifestyle brand in a scenario where Indians are constantly upgrading their lifestyles and global lifestyle brands are trying to penetrate the Indian Market.”

Raghu Bhat, also Founder Director of Scarecrow, said, “This has to count as one of our most satisfying mandates. Vimal is inextricably linked to the cultural fabric of emerging India. We are excited by this opportunity.”

With fully functional offices in Mumbai and Delhi, Scarecrow Communications is one of India's fastest growing advertising agencies with brands such as ITC, Danone Narang, Reliance Digital, Anchor Panasonic, Capital First, Emami, Religare, Kohinoor McCormick, Zee Khana Khazana, Viacom 18, Quikr,  Joy Cosmetics, Rupa and DLF in its roster. Recently, Scarecrow started its full fledged design outfit, Scarecrow Designs.

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