Viacom 18 picks Scarecrow Mumbai as Creative Agency for its new channel 'Sonic'

Sonic will be India's first channel to exclusively target at India's young adults who fall in the 10-17 year-old-age bracket. The content will largely comprise action, adventure and animation, through television shows and movies.

Says Raghu Bhat, Founder Director, Scarecrow Communications, "Sonic is a triumph of segmentation. Somewhere between puberty and adolescence lies a million dollar opportunity. We are happy to partner Sonic on this treasure hunt."

Says Arunava (Joy) Sengupta,"We have worked on Sports, news and lifestyle channels before. This is exciting as we are venturing into a new space and trying to create a new category. What really helps is that Sonic has some great content"

Says Manish Bhatt, Founder Director, Scarecrow Communications, "We have worked on briefs where the target audience is either a kid, a teenager, a housewife, an executive or an aam aadmi. But this time, we are working on a brand new audience and that is exciting."

Manish, Raghu and Arunava have handled brands such as Ten Sports, Disney and NDTV in their past agencies.

Incidentally, Scarecrow has been growing at a healthy clip in the past one year with wins such as Nestle, Future Capital, Rupa and Quikr.