Scarecrow launches a radio-led brand campaign for the 80-year old iconic brand, Varuna Pumps! Ropes in OM PURI & ROHINI HATTANGADI as AUDIO BRAND AMBASSADORS.

Company Brief

National, October 13, 2015

THE CAMPAIGN

The campaign draws from the insight that every person has to face some kind of pressure in his or her daily life. In all these inevitable pressures at least they won’t have to take the pressure of water because Varuna Pumps takes that responsibility.

This multi-pronged campaign is aimed at farmers, homeowners, society chairmen, institutions, dealers and plumbers – the end-users, influencers and intermediaries in the pump buying process.

HARNESSING THE POWER OF RADIO

The uniqueness of this campaign is that it is spearheaded by radio as the primary medium.

After extensive rounds of discussions, research and deliberation, radio was chosen as the primary medium to lead the campaign because of its ability to create an emotional connect with the consumer through auditory engagement and stroking of the imagination.

The radio medium also enables the brand to effortlessly connect with listeners from rural to tier 1, tier 2 to metros as well as the media-dark regions. It also gives the brand a pan-India platform and enables it to segregate the communication based on the listeners’ profile and time-band.

Mr. Varun Gajjar, Director - Marketing Varuna Pumps, said, "We believe that radio as a medium has a huge potential. It will give us an edge to connect with our consumers, spread across country.”

APPOINTMENT OF TWO AUDIO AMBASSADORS – OM PURI AND ROHINI HATTANGADI

To create an emotional connect, we have appointed two audio brand ambassadors for Radio - Om Puri and Rohini Hattangadi. These two celebrities have lent their voice to the extensive radio campaign of Varuna Pumps. These two have instantly recognisable and highly memorable voice that develops a connection with the listeners.

Om Puri is the recipient of Padma Shri, India's fourth highest civilian and winner of two national awards. His rich and baritone voice with an earthy Indian touch instantly cuts through the radio clutter and gives uniqueness to the radio spots.

Rohin Hattangadi is the only Indian actress to ever win the coveted BAFTA as well as two Filmfare awards and a national award. Her soothing and emotion-laden voice grips the attention of the listeners at once.

Manish Bhatt, Founder Director, Scarecrow Communications said, “We believe that in order for a brand to create a high EQ (Emotional Quotient), radio with powerful audio ambassadors, is one of the best medium. It glues the listeners and also gives them the scope to imagine.”

For further information, please contact:

Manish Bhatt

Email: manish@scarecrow.asia