Vimal awards its creative mandate to Scarecrow Communications

After inviting a multi-agency pitch, the suiting-shirting brand from Reliance Industries Limited has awarded the creative mandate to Scarecrow Communications. The account size is pegged at Rs 25-30 crore.

Reliance Industries' textile brand 'Only Vimal' has awarded its creative mandate to Scarecrow Communications after a multi-agency pitch. The Mumbai office of Scarecrow Communications will handle the account.

The account size is pegged at Rs 25-30 crore.

The creative mandate for the brand was earlier managed by Grey Worldwide for several years.

Speaking on the win, Manish Bhatt, founder director, Scarecrow Communications, says, "It is a very close to heart brand for RIL and in the past, the company had done a lot of aggressive branding for it. But, for many years, its focus had diverted towards several other projects. So it wanted to rebuild the brand and reach to the masses again."

He adds that the campaign will include all types of media support and will aggressively promote the brand. RIL aims to familiarise the younger audiences with the brand.

Though the first campaign will be rolled out in a couple of months, Bhatt did not divulge any details about it.

Scarecrow Communications has offices in Mumbai and Delhi and works with several brands such as ITC, Danone Narang, Reliance Digital, Anchor Panasonic, Capital First, Emami and many others.

Vimal is the textile brand from Reliance Industries Limited that was launched by late Dhirubhai Ambani. The fabrics for the brand were first rolled out from the Naroda Manufacturing Division located near Ahmedabad, Gujarat. RIL produces up to 20 million metres of fabric every year and exports it to nearly 58 countries. Vimal has exclusive stores in 11 cities.