afaqs! news bureau

Scarecrow M&C Saatchi strengthens portfolio with seven FMCG brands

The accounts will be handled by Scarecrow M&C Saatchi’s Mumbai office.

Advertising agency Scarecrow M&C Saatchi has won creative mandates for seven FMCG brands. The associated companies include FMCG company Emami; tea company, Wagh Bakri; German pharma company, Sebamed and multinational dairy products corporation, Lactalis Group.

Scarecrow M&C Saatchi strengthens portfolio with seven FMCG brands
Paragbhai Desai

The association with Emami group includes the mandate for four of its brands, namely, Boroplus (range of skincare products), Kesh King (range of haircare products), Emami 7 Oils In One hair oil and Emami Diamond Shine Creme Hair Colour.

Scarecrow M&C Saatchi strengthens portfolio with seven FMCG brands
Manish Bhatt

Confirming the development, Vikas Srivastava, senior GM (Marketing), Emami Limited, says, "Scarecrow has been evolving over the years and now, with the tie-up with M&C Saatchi we expect our communication will become sharper with new ideas that will help break clutter.”

DPS Advertising & Marketing, Kolkata, has been associated with Emami on the four brands for years, and this association will continue.

The agency has also been appointed to handle creative duties of Wagh Bakri groups’s Mili Tea. The agency already handles the group’s flagship brand Wagh Bakri Tea.

Commenting on the decision to choose Scarecrow M&C Saatchi, Parag Desai, executive director of Wagh Bakri Tea Group mentions, “Wagh Bakri Tea is the leader in Gujarat and a popular brand in Rajasthan and Madhya Pradesh. Wherein, Mili Tea is a second choice for masses. We are now targeting newer territories such as North India, South India, Maharashtra and Goa. Scarecrow M&C Saatchi presented us a compelling creative strategy to gain significant market share in these regions."

Manish Bhatt from Scarecrow M&C Saatchi says “It’s a special feeling. Scarecrow M&C Saatchi has been handling Wagh Bakri for over 3 years now. The group has ambitious plans for Mili Tea and has always evolved with times and focused on expanding reach. We are thrilled to partner with them in this exciting journey.

Among its association with international brands, Scarecrow M&C Saatchi has won the complete portfolio of Baby Sebamed, a German brand marketed in India by USV Pharma.

Scarecrow M&C Saatchi strengthens portfolio with seven FMCG brands
Farida Hussain

Talking about the association with the agency, Farida Hussain, director for Splendore Business (unit of USV pharma), says, "We are upbeat about taking Baby Sebamed to the next level. Its unique formulation with pH 5.5 makes it effective and safe for the little ones, right from day one. We are sure that the association with Scarecrow M&C Saatchi will support Sebamed to meet its aspirations."

Commenting on the win, Manish Bhatt, from Scarecrow M&C Saatchi, says, “It’s always a pleasure to work on a brand where you are one of its target audiences. The Group has shown faith in Scarecrow M&C Saatchi by giving us the mandates of its Baby skincare range. Baby skin care is a tough category and USV private limited has a very ambitious plan for it. Team Scarecrow is really excited to contribute to Sebamed’s growth.”

The other association with an international brand is with Anik, Lactalis Group’s range of milk products.

All accounts will be handled by Scarecrow M&C Saatchi’s office in Mumbai.

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