Emami Group adds creative agency Scarecrow Communications to its roster

Like the multinational brand Coca-Cola, the Kolkata based Emami group also believes in having multiple celebrity ambassadors - the group had over 20 celebrities at the last count endorsing various brands as also multiple creative agencies on its roster.

The list of agencies on the roster employed by the FMCG group at various times includes big ones like Ogilvy, JWT, DDB Mudra, Rediffusion - YR as well as mid-sized and independents like Everest, Situations, Curry-Nation among others.

Most recently it has announced Mumbai based Scarecrow Communications to handle the creative mandate for it's Healthy & Tasty edible oil range. Healthy & Tasty, from Emami Biotech Limited, is one of India's fastest growing edible oil brands with a presence across 6 states and plans to go national during the course of this financial year.

The agency's mandate would be to create the premium imagery and consumer preference for the brand to make it a strong national brand.

The ace cricketer M.S. Dhoni and the actress Preity Zinta were associated with the brand's launch campaign but there is no compulsion to use them in the new communication, informs Manish Bhatt, Founder Director, Scarecrow Communications.

The agency plans to launch its first piece of communication towards the latter part of the rainy season - monsoon being the season for consuming fried foods and hence a high consumption season, shares Bhatt.