DS Group's Pulse awards its creative duties to Scarecrow

The account was awarded following a multi-agency pitch.

Scarecrow Communications has won the creative mandate of DS Group's candy brand Pulse. After hosting a multi-agency pitch, the DS Group finally decided to hand over its creative duties to Scarecrow Communications.

The candy Pulse is available in a specific flavour, that of the tangy kachcha aam (kairi), or unripe mangoes. It was initially marketed in Rajasthan and Gujarat, before it was rolled out across other states in the country.

Commenting on the association, Rajeev Jain, associate vice-president, marketing, DS Group, says, "We are expanding our offerings in the candy category by entering the hard-boiled candy segment. Pulse is creating quite a craze in this segment."

Jain says that with the growing consumer product franchise, the creative partner plays a significant role in crafting a differentiated strategy for the brand in the mind of the consumers. "The creative approach presented by Scarecrow fitted in well with our long-term strategy and vision for the business. We look forward to their active participation in this endeavour," he says.

Manish Bhatt, founder director, Scarecrow Communications, says, "The DS Group has created iconic brands like Rajnigandha, Pass Pass, and Catch. It has strengthened its faith in Scarecrow by adding Pulse as a second brand after assigning the Ksheer creatives to us last year. Candy is a fun category and the Group has very ambitious plan for it. Team Scarecrow is really excited to contribute to Pulse's growth."

Arunava Sengupta, founder director, Scarecrow communications, adds, "Pulse is a great product, and now along with the marketing team of DS, we would like to make it a great brand, one that India talks about. We look forward to some exciting work ahead."

Established in 2010, Scarecrow has offices in Mumbai and Delhi. Its client portfolio includes brands such as ITC, Reliance, ADAG, Reliance Industries, Emami, Zee, Danone, Nestle, Henkel, Future Group, Generali, Barclays, DBS, Housing.com, Panasonic, Viacom, Bacardi, Rupa, Wagh Bakri, Religare, Capital First, Shriram, SBI, and Bharat Petroleum.