afaqs!

Scarecrow pockets creative duties of Emami's edible oil

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | June 29, 2012
The agency won the business following a multi-agency pitch. The size of the business is estimated to be in the range of Rs 15-20 crore.

Scarecrow Communications has won the creative duties of Emami's edible oil brand, Healthy & Tasty. The agency won the business following a multi-agency pitch.

M S Dhoni and Preity Zinta as brand ambassador for Healthy & Tasty

The size of the account is estimated to be in the range of Rs 15-20 crore and will be handled by Scarecrow's Mumbai office.

Saroj Chakraborty, CEO, Emami Biotech, says, "Healthy & Tasty is a young brand with a strong appetite for growth and needed an equally young creative agency with great creative abilities to be able to match its aspirations. Scarecrow fits the bill absolutely and I have no doubt that its creative skills will be able to bring forth the inherent goodness of the brand to the consumer and help translate the brand's aspirations into reality."

DDB Mudra was the incumbent on the brand. Emami has an internal media department which handles media planning for all of its brands.

"There are truly very few national brands in edible oil. We hope to create advertising that will help Healthy & Tasty find a place in a woman's heart and also, her kitchen," says Joy Sengupta, founder-director, Scarecrow Communications.

For the record, Healthy & Tasty, from Emami Biotech, currently has presence across six states. The company plans to expand the brand's presence across the country this year. It has roped in cricketer M S Dhoni and actor Preity Zinta, apart from Southern actor Suriya, as brand ambassadors. The company had earlier launched a television campaign in West Bengal, titled 'Bangalir Chokhe Jol keno'?

Search Tags