The account was won following a multi-agency pitch and will be handled by the agency’s Mumbai branch
BestMediaInfo Bureau | Mumbai | June 24, 2014
Scarecrow Communications has won the creative mandate for Radio City 91.1 FM. The account was won following a multi-agency pitch that included top agencies and will be handled by the agency’s Mumbai branch.
Ashit Kukian, President & COO, Radio City, said, “Radio City is a robust media brand and it is a matter of great pride that after 13 years of inception, we are now considered synonymous to the category. With the radio industry poised for the next phase of growth, we see a need to further augment brand Radio City and therefore called for creative partners. We were overwhelmed with the enthusiasm and participation of the creative agencies. We narrowed down on Scarecrow after evaluating their past credentials and their radio understanding and are confident that they would partner our efforts. We look forward to some great work from them.”
Manish Bhatt, Founder Director, Scarecrow Communications, said, “We are very ecstatic about this win as Scarecrow has a soft spot for radio as a powerful communication medium. The fact that we won this account soon after we were crowned ‘Agency of the Year’ at Mirchi Kaan 2014 is truly the icing on the cake. Radio City being one of the big players of the industry, it gives us the challenge and excitement that we look for in building a brand.”
Arunava Sengupta (Joy), Founder Director, Scarecrow Communications, added, “This win is very significant because, to work on a radio brand, it is very important to have knowledge of local nuances of different cities as radio needs to connect at a local level. I am really looking forward to deepening the connect that Radio City already has along with the brand team.”
Radio City was launched in 2001 and has 20 FM stations across the country. It has also expanded its offering to the digital radio platform with PlanetRadiocity.com. The activation arm, Radio City Connect, offers a wide variety of on-ground activities that provide innovative, efficient and cost effective advertising solutions to clients.