Scarecrow wins creative mandates for Joy Cosmetics and Zee's Khana Khazana

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | February 15, 2013
The Joy Cosmetics account is pegged at Rs 25 crore, to be distributed more or less evenly among its five products.

Zee Entertainment Limited has appointed Scarecrow Communications as its creative agency for its food channel, Khana Khazana. The account will be handled out of Scarecrow's Mumbai office. Meanwhile, Kolkata-based Joy Cosmetics has appointed Scarecrow as its creative agency. This account will also be handled out of Scarecrow's Mumbai office and according to sources, the account size is pegged at Rs 25 crore, with up to Rs 6-7 crore to be pumped in to promote each of the company's five cosmetic variants.

The new creative campaign for Zee Khana Khazana is based on a powerful insight and will serve as a platform to showcase the exciting line up of new shows.

Launched in 1988, the Joy basket consists of personal care products focused on skincare and hair care segments, with Skin Fruits, Honey & Almonds, 24K Gold and Pure Aloe as the focused brands. The products are very popular in North India and hence the company wants to establish a pan India footprint.

Raghu Bhat

Speaking to afaqs! about the immediate mandate from the brand, Raghu Bhat, founder director, Scarecrow Communications says that the agency will be responsible for creating brand awareness and consumer pull for Joy Cosmetics. Besides, the agency will also be involved in expansion of the brand's sales force and will train them how to sell the product in the market.

"Skincare is a booming segment and brands here need to create trust in the consumer's mind. Meanwhile, the product also needs to be good so as to attract repeat consumers. Joy Cosmetics has been one of the highest spenders on print from this category in the last two years and our mandate is to increase its visibility across other media platforms," Bhat adds.

Bollywood actor Anushka Sharma was signed as the face of the brand two years ago and Scarecrow will launch a television campaign with Sharma targeted at the GEC audience within a month.

In an official communiqué, Sunil Agarwal, director, Joy Cosmetics, says, "I personally know all the three founders of Scarecrow and have seen them evolving over the last few years. I am very sure that they will do a perfect job not only in developing the communication strategy for the brand but also in the execution and supervision of every communication element across all media."

Started in 2009, Scarecrow Communications currently operates offices in Mumbai and Delhi and handles brands such as Reliance Digital, Danone, Anchor, Panasonic, Emami, Kohinoor McCormick, Eristoff, Viacom18, Nestle, Quikr and Rupa. Recently, Scarecrow started its full fledged design outfit, Scarecrow Designs.

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