Scarecrow Communications Delhi wins MVL Mobiles

By Devina Joshi , afaqs!, Mumbai | In Advertising | June 10, 2011
Scarecrow will handle all upcoming products of the MVL Mobiles brand.

MVL Mobiles has appointed Scarecrow Communications as its communication consultant for its upcoming products across India. A pitch process preceded the development, and according to industry sources, Law & Kenneth also took part in the pitch process. Contract Advertising clarifies that it opted to stay away from the pitch process after a brief meeting. Ad spends on the brand are estimated to be around Rs 18-20 crore annually, as per industry estimates. Dentsu Marcom was the incumbent creative agency on the account.

Commenting on the appointment of Scarecrow, Arjun Rishi, director, MVL Mobiles, says in an official communiqué, "We aim to further strengthen MVL Mobiles' presence in the market, and feel Scarecrow, with its effective creative thoughts and ideas, will further consolidate our brand positioning."

According to sources, MVL Mobiles' foray into the mobile handset market is based on the objective of credible quality, cutting-edge technology and dependable after-sales service, and therefore the brand will require an inclusive creative strategy.

Raghu Bhat, founder director, Scarecrow Communications, comments, "In our interactions with the MVL Mobiles management, we have seen zero-tolerance for run-of-the-mill thinking, and a determination to create genuine differentiation, at every level. This is very energising for any creative person and we look forward to working on the business."

Arunava Sengupta, founder director, Scarecrow Communications, adds, "The mobile handset business is one of the most exciting and rapidly growing categories in India, today. A brand in this category needs to be relevant to a wide audience set and that gives us tremendous opportunity to do some exciting consumer work, leading to some path-breaking communication. "

Giving insights into the creative aspects of handling MVL Mobiles, Anindya Banerjee, executive creative director, Scarecrow Communications Delhi, says that both Scarecrow and MVL share a common DNA, as both are challenger brands. "Both are hungry. And, both have no option, but to think out-of-the-box," he muses. "In the process, the line between an agency and a client becomes blurred. That's a fantastic situation to be in," says Banerjee.

For the record, the MVL Group was established in 1986. Over the last 25 years, it has diversified into consumer electronics, telecom and real estate. Group company MVL Telecom launched mobile handsets under the brand name 'MVL Mobiles' in June 2010.

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