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Nestle India appoints Scarecrow Communications for upcoming brand launch

By Devina Joshi , afaqs!, Mumbai | In Advertising | April 18, 2011
Nestle plans to launch one of its global brands in India shortly, for which Scarecrow has been roped in as the creative partner.

Nestle India has appointed Scarecrow Communications as its creative consultant for one of its upcoming brands in India. An official from Nestle India has confirmed the development.

According to sources, Nestle India is venturing into a category it wasn't present in, so far. The category is already rather competitive, and the new brand will require a comprehensive strategy. The brand is already in existence globally, and will be launched in India shortly.

No pitch process took place prior to Scarecrow's win. Some of the other agencies Nestle works with in India include Publicis India, McCann Erickson and JWT.

Raghu Bhat, founder director, Scarecrow Communications, says, "To be able to work on a Nestle brand after just one year of our agency's launch is an incredible boost for Scarecrow. But, what has been a real eye-opener is the receptivity, the courage of conviction and the lengths to which the Nestle team goes in pursuit of a great creative idea."

Bhat further adds that Scarecrow hopes to repay the confidence displayed by Virat Mehta and the rest of the Nestle team with communication that "moves hearts, as well as the market share needle."

Manish Bhatt, founder director, Scarecrow Communications, adds that Nestle is one of the most trusted and legendary brands in the world and many people have been brought up using Nestle products at various stages in their lives. "For Nestle India to consider Scarecrow as its creative consultant for one of its brands is overwhelming. And, we at Scarecrow, hope to put in our best to fulfil the expectations from Nestle India in terms of creating effective communication."

According to industry estimates, the brand launch is expected to have an expenditure of Rs 10-20 crore, but this figure could not be confirmed. The media mix is likely to include above the line and below the line media, and digital is likely to form an important part of its communication.

For the record, Nestlé's relationship with India dates back to 1912, when it began trading as The Nestlé Anglo-Swiss Condensed Milk Company (Export), importing and selling finished products in the Indian market. After India's independence in 1947, the economic policies of the Indian Government emphasised the need for local production. Nestlé responded to India's aspirations by forming a company in India, and set up its first factory in 1961 at Moga, Punjab, where the Government wanted Nestlé to develop the milk economy.

Some of the key Nestle brands in India are Nescafe, Maggi, Milkybar, Milo, Kit Kat, Bar-One, Milkmaid, and Nestea. In recent years, the company has also introduced products of daily consumption and use such as Nestle Milk, Nestle Slim Milk, Nestle Fresh 'n' Natural Dahi and Nestle Jeera Raita.

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