Scarecrow wins Vox Pop Clothing's creative mandate

Scarecrow Communications has bagged the creative mandate of online apparel retailer, Vox Pop Clothing. The agency won the account after a multi-agency pitch.

Says Raghu Bhat, founder director, Scarecrow Communications, "Vox Pop is incredibly exciting at two levels. At a product level, it's a melting pot of trends, pop art, entertainment and cutting-edge design. At a communication level, it represents an opportunity to create a brand that truly symbolises the 'voice of people'. It is like the Tweet shirt campaign, where popular tweets appear on T-shirts and where the product itself becomes the medium."

Adds Manish Bhatt, founder director, Scarecrow Communications, "Vox Pop is an amazing business idea and also a fertile playground for our imagination. This brand underlines our ability to understand e-commerce as a category and have lots of fun with it." Taparia, a graduate of Harvard, who was previously executive director and business head of licensing business for The Walt Disney Co, started Vox Pop.

Vox Pop Clothing has licensing agreements with Marvel and Walt Disney including Superman, Batman, Game of Thrones, Dexter and Star Trek. At present, all the merchandise available on the site is purely apparel. However, going forward there are plans to introduce flipflops, boxer shots, iPad covers, iPhone cases and other accessories. The fast growing brand uses print, digital and strategic OOH in its communication mix.

For the record, Scarecrow Communication, with offices in Delhi and Mumbai is an independent ad agency. It handles brands such as ITC Fiama Di Wills, Danone, Anchor Panasonic, Zee, Wagh Bakri and Hungama.com.