Zee's &pictures names Scarecrow Communications as creative agency

Zee Entertainment Enterprises has recently announced the launch of its first interactive movie channel '&pictures' and is gearing up to promote the channel. For this, the company has roped in creative agency Scarecrow Communications to work on the creative campaign of the soon-to-be launched channel.

Scarecrow Communications won the account following a multi-agency pitch. The account is being serviced by the agency's Mumbai office. According to the channel, the appointment comes after a detailed review process and will see Scarecrow assume responsibility for launching the channel's brand identity and positioning across key markets.

Scarecrow Communications has worked on the strategic process for &pictures, giving the channel its name and logo. The ongoing brand campaign has also been designed and executed by the group.

Akash Chawla, marketing head, national channels, ZEEL, says "It is our vision to be a clutter-breaker in the movie genre to give viewers the best interactive experience. To achieve this, we are very focused in the way we do business - and everything we do has viewers at the heart of it. A key part of this process is the development of our brand positioning together with the creative look and feel. Scarecrow had an intuitive understanding of what we're trying to achieve and was able to perfectly marry the creative inputs with our thought process."

Arunava (Joy) Sengupta, founder-director, Scarecrow Communications, says, "The launch of &pictures is very special to Scarecrow. We have been part of the process from Day One, developing the strategy, arriving at the name and creating the campaign. We feel like a proud parent who is about to see the child take his first stride in this very competitive market of television entertainment and will do our best to ensure that &pictures becomes the most sought after destination for our viewers."

Manish Bhatt, founder-director, Scarecrow Communications, states, "After the nostalgic era of DD, Zee was the first revolution in the entertainment world of India. After 20 years of Zee, history is repeating itself with the arrival of brand &. Being part of the revolution is Scarecrow's privilege. And we will put our best to live up to the challenge."

"We are always happy when existing clients reinforce their faith in us by entrusting us with even more responsibilities. And this one, coming from a trend-setter global media company like Zee, makes it even more special," says Raghu Bhat, founder-director, Scarecrow Communications.

For the record, Scarecrow also handles clients like ITC, Danone Narang, Vimal, Anchor, Panasonic, Emami, Religare, Kohinoor McCormick, Zee Khana Khazana, Viacom18, Quikr and others. Scarecrow Communications has fully functional offices in both Mumbai and Delhi.