Scarecrow bags Godfather Beer account

The brand belongs to J&K based Devans Modern Breweries. It manufactures international quality beers, both in bottles and cans

BestMediaInfo Bureau | Delhi | August 20, 2014

Scarecrow Communications has bagged the Godfather Beer account of Devans Modern Breweries Ltd. A spokesperson from Devans Modern Breweries has confirmed the development.

Devans Modern Breweries was established in 1961 by Dewan Gian Chand, a pioneer industrialist of Jammu & Kashmir. The company started brewing beer at its brewery in Jammu in 1967, and set up a state-of- the-art brewery at Kotputli, Rajasthan, which was commissioned in 2006 and from where it manufactures international quality beers, both in bottles and cans.

Manish Bhatt

Manish Bhatt, Founder Director, Scarecrow Communications, said, “Godfather is a fast growing, challenging brand competing in a category where some of the world's iconic brands like Heineken, Carlsberg and Budweiser are major players. These brands entered the Indian market with a legacy of internationally lauded communication strategy. It is the kind of challenge we at Scarecrow always look forward to.”

Arunava Sengupta, Founder Director, Scarecrow, added, “The alcohol category has its own challenges in terms of communication media available. Automatically it compels us to use the most innovative new media, which makes the whole communication strategy compulsorily out-of-the-box and interesting. This is an exhilarating opportunity for Scarecrow, especially when we are working so closely with the founder family Devans.”

The Rajasthan plant, set up as per stringent global standards, is one of the most modern in the country. The company has recently commissioned a new state-of-the-art greenfield brewery at Samba in Jammu from where it is filling beer in bottles and cans. The old brewery consequently has been shut down.

Devans Modern Breweries has received the International Star Award for Quality in the Gold Category in the International Quality Convention held in Geneva, Switzerland, on October 27, 2008, in recognition of its commitment to quality, leadership, technology and innovation.

The company has its presence in over 20 states in India and its brands Godfather Super Strong Beer and Godfather Lager Beer are market leaders in many states. The company is making its presence felt internationally too by exporting its Godfather Beer to many Eastern, Middle Eastern and South Asian countries. Devans Modern Breweries also manufactures a variety of liquors at its plant in Jammu which are marketed only in Jammu & Kashmir. The company is also one of the largest producers of malt spirits, both fresh and matured, which it sells to major liquor groups all over the country.

Scarecrow Communications is one of India's fastest growing advertising agencies with offices in Mumbai and Delhi, and with a remarkable clientele ranging across cosmetics, finance, media, FMCG, real estate,  ITC, Emami, &Pictures, Viacom, Reliance Mutual Fund, Only Vimal and many more. The agency has been on an account winning spree, the latest being top international brands Kenneth Cole, Steve Madden and Quiksilver.

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