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Scarecrow secures glut of creative accounts as agency beds down with M&C Saatchi

Mumbai-based Scarecrow M&C Saatchi has won the creative accounts of seven FMCG brands, two of them international, the agency has announced.

The wins follow the acquisition of Scarecrow by M&C Saatchi in April.

Four of the brands are owned by India’s Emami Group: Boroplus skin care portfolio, Kesh King hair care portfolio, Emami 7 Oils in One Hair Oil and Emami Diamond Shine Cream Hair Colour.

The agency also picked up tea brand Mili Tea, German skin brand Baby Sebamed and the Anik range of milk at French firm Lactalis.

Scarecrow joint founder and director at Scarecrow M&C Saatchi, Manish Bhatt, said: “Some of the brands like Boroplus are truly iconic brands that every Indian has grown up with. Creating memorable work for such a memorable brand is indeed a matter of great pride for us at Scarecrow M&C Saatchi

“Raghu [Bhatt, joint-founder] and me have already worked on beauty, skin care and hair care brands like Parachute, L’Oreal, Lakme Elle 18, Vaseline, Dabur Vatika and more in our earlier days, and would love to provide the necessary expertise to create some ground-breaking work for these brands as well.”

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

Emami Limited  general manager of marketing, Vikas Srivastava, said it expects its communications to become “sharper with new ideas that will help break clutter”.

Scarecrow already handles the creative work for Emami Healthy and Tasty Cooking Oil.

The addition of Mili Tea extends Scarecrow’s relationship with parent company Wagh Bakri Tea Group with the agency already handling creative duties for its flagship brand Wagh Bakri Tea.

M&C Saatchi’s acquisition of Scarecrow gave the agency its second Indian office, having first entered the market in 2014.

M&C global chief executive Moray MacLennan said at the time of the Scarecrow deal: “It was relatively easy to identify India as a key market, it was more challenging to find the right talent. In Scarecrow, we have found this and wish them all the best.”

Scarecrow was founded in 2010.

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