Scarecrow Communications wins creative duties of Danone's B'lue

The size of the account is pegged at Rs 20 crore.

Scarecrow Communications has won the creative duties of Danone Narang's new beverage brand, B'lue. The agency was selected following a multi-agency pitch.

The global account for the company's creative duties is handled by Y&R. In India, the account was earlier handled by Everest Advertising, a subsidiary of Rediffusion-Y&R. With Scarecrow coming on board as AOR (agency of record), there is a break from the global alignment with the Y&R group.

The overall size of the account is pegged at Rs 20 crore.

Manish Bhatt, founder-director, Scarecrow Communications, says, "Danone has given the world iconic brands like Evian. Working on this new innovative FMCG brand conceived by Danone Narang - B'lue - is one of the most exciting opportunities for Scarecrow."

The launch of brand B'lue follows an initial round of tactical test marketing. Strategic and positioning test marketing will start from Pune and in the second phase, will be extended to other cities as well. A 360 degree campaign will be initiated in Pune within a month.

Raghu Bhat, founder-director, Scarecrow Communications, says, "It's a source of personal and professional pride to be associated with a brand like B'lue from the Danone Narang Group. There is a genuine opportunity to create interventions at multiple levels through the power of creativity."

For the record, B'lue is a restorative drink. In 2010, Danone (a bottled water company) partnered Narang Beverages through a joint venture.

Recently, Scarecrow has pocketed the creative duties of Religare, Justbooks and Emami's edible oil.