Scarecrow Communications has won the creative mandate for ALT Balaji, a digital venture from the film and television production company Balaji Telefilms. The agency's Mumbai office will handle the account which was won as a result of a multi-agency pitch.
ALT Balaji aims to create 'highly differentiated, original digital content' for the entire connected ecosystem comprising of mobiles, computers, tablets, smart TVs, and game stations. The objective is to create new benchmarks with a more contemporary content offering to the audiences, a step ahead of what Balaji Telefilms' current themes in television entertainment are all about.
Commenting on the win, Manish Bhatt, founder -director, Scarecrow Communications, says, "Today, the entire world is shifting to the digital platform for their entertainment. Balaji Telefilms has a rich legacy of producing the most-favoured content on a large scale for multiple platforms, from television to films, and with ALT Balaji, it is gearing up to entertain the digital audience as well. Scarecrow is really enthused to be part of this ambitious and exciting brand vision."
Nachiket Pantvaidya, CEO, ALT Balaji, adds, "We're excited to work with Scarecrow Communications and look forward to doing cutting edge creative work that will launch and build ALT Balaji for its consumers, both in India and overseas."
It is to be noted that while Scarecrow Communications will handle the creative duties for the brand, the Mumbai-based Mangoblossom Design, a multi-disciplinary branding, design, and digital consultancy, will manage its brand identity.
Established in 2010, Scarecrow Communications, an independent advertising agency, has offices in Delhi and Mumbai. Its clientele includes brands like ITC, Reliance, ADAG's Reliance Industries, Emami, Zee, Danone, Nestle, Henkel, Future Group, Generali, Barclays, DBS, Housing.com, Panasonic, Viacom, Dharampal Satyapal (DS Group), Bacardi, Rupa, Wagh Bakri, Religare, Capital First, Shriram, SBI, and Bharat Petroleum.