Scarecrow Communications bags creative mandate for Varuna Pumps

The account will be handled by the agency's Mumbai office.

Scarecrow Communications has won the creative duties of Varuna Pumps. The account was won after an extensive pitch process. As part of the win, the agency will cater to every aspect related to the brand, such as development of brand positioning, strategy and creative functions. Also, the agency will conduct meetings with consumers, dealers and influencers, who are stakeholders for the brand. The primary focus for Scarecrow would be to define the positioning of the brand as per market requirements. Selecting the media mix and rolling out a campaign for the brand will come later.

Prior to Scarecrow, the brand's in-house communication department managed the creative functions for Varuna Pumps. With Scarecrow coming on board, studying brand needs and conducting relevant marketing activity would form a major part of the mandate handled by Scarecrow.

Varun Gajjar, director - marketing, Varuna Pumps, says, "We provide pumping solutions mainly for domestic and agriculture segments. Both these customers have different buying patterns, different needs and different characteristics. We were looking for an agency that can understand our customers, products and market demands, and provide us a holistic communication solution. After a lot of effort, time and review, we decided to appoint Scarecrow as our creative agency. Team Scarecrow has demonstrated really strong strategy, creative and content capabilities that will help our growing brand to grow."

Manish Bhatt, founder-director, Scarecrow Communications, says, "Whether it is domestic or agricultural segment, pumps play a critical role to fulfil the fundamental human need of water, just like a heart, which plays a critical role in the human body to circulate blood and sustain life. Developing communication for such a fundamental-level product and a pioneering brand with 80 years of legacy in this category is a great opportunity for Scarecrow, especially when we are working with the visionary, Gajjar family, at a personal level."

Amitabh Sreedharan, associate vice president, account management, Scarecrow Communications, adds, "Working with Varuna Pumps, at this point when the 'branded pump' category in India is evolving and seeing consistent growth, gives us an opportunity to create insightful communication. We look forward to contributing to this exciting phase for Varuna."

Scarecrow Communications, with offices in Delhi and Mumbai, is one of the independent ad agencies in India. The agency handles brands such as ITC Fiama Di Wills, Danone, Anchor Panasonic, Zee, Wagh Bakri and Hungama.com.