Scarecrow Communication bags Pulse candy account

MUMBAI: DS Group, the makers' mouth fresheners Rajnigandha and Pass Pass, has roped in Scarecrow Communication to handle the creative duties of its candy brand Pulse. The agency was selected following a multi-agency pitch.

The product was initially test marketed in Rajasthan and Gujarat and has now been launched across India.

"We are expanding our offerings in the candy segment by entering the hard boiled candy segment. Pulse is already creating quite a frenzy in this segment and 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 well with our long-term strategy and vision for the business," said Rajeev Jain, AVP - Marketing, DS Group.

"Candy is a fun category and DS Group has ambitious plan for it. And Indian agencies have created some iconic advertising in this category, which makes it even more exciting," said Manish Bhatt, founder director, Scarecrow Communications.