Radio City awards creative mandate to Scarecrow

Radio City has handed over its creative duties to Scarecrow Communications after it invited a multi-agency pitch. The account will be handled by the agency's Mumbai branch. The pitch process began in Februrary this year and was reported at afaqs!.

Talking about the development, Ashit Kukian, president and COO, Radio City 91.1 FM says, "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 the brand Radio City and, therefore, called for creative partners. We were overwhelmed with the enthusiasm and participation of the creative agencies. We zeroed in on Scarecrow Communications after evaluating their past credentials and their understanding of radio. We are confident that they will partner our efforts and look forward to some great work from them."

On winning the mandate, Manish Bhatt, founder-director, Scarecrow Communications, says, "We are ecstatic about this win as Scarecrow has a soft spot for the powerful communication medium that radio is. The fact that we won this account soon after we were crowned 'The 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, gives us the challenge and excitement that we look for in building a brand"

Arunava Sengupta (Joy), founder director, Scarecrow Communications, says, "This win is significant. 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."

Some of the campaigns by OBS for Radio City include Radio City Super Singer, Radio City Gully Premier League, Radio City Musical-e-azam and others. Radio City 91.1FM is promoted by Music Broadcast (MBPL). It started operations in July 2001 in Bengaluru. MBPL is owned by IVF Holdings (IVF), a private equity firm that has a multi-sector portfolio.

The radio channel also owns web radio stations by the brand name Planetradiocity. Radio City is present in 20 cities across India.