Scarecrow wins Future Capital's creative mandate

By Biprorshee Das , afaqs!, Mumbai | In Advertising | January 13, 2011
The agency is currently working on revamping the brand before the launch of the mass campaign.

Scarecrow Communications is further strengthening its expertise in handling financial brands. After managing Religare Enterprises, the broking and health insurance brands amongst others, the agency has bagged the creative duties for consumer loans company, Future Capital.

The spokesperson from Future capital and Scarecrow's co-founders and directors Joy Sengupta and Raghu Bhat confirmed the development. Says a reliable source, "The company is in the process of redefining the brand and expanding its product range."

With Future Capital looking more aggressively at the lending market with plans to launch consumer loans, the agency will be working closely with the company, designing the revamped look of the brand before breaking the mass campaign. Says Sengupta, "We are finalising the brand architecture, the look and the feel of the brand and how it could be differentiated in the category right now. The campaign will come later. This is what true 360-degree is."

Scarecrow is currently working on various platforms to facilitate better consumer interaction for Future Capital. Says Bhat, "We are exploring every possible niche from where Future Capital can interact with the consumer. We are working on the positioning and look of the brand. It is interesting for us as this is not just about designing a campaign. We are setting up the product from scratch."

While Future Capital is looking at a healthy mix of both ATL and BTL activities, the eventual campaign due to break shortly is going to be ATL-led.

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