Scarecrow assigned creative duties of Rasna; to release ad film on Feb 24

Scarecrow Communications has won the creative duties of India’s iconic fruit beverage brand, Rasna. The company had entrusted Scarecrow with the task to develop the brand’s communication for this year’s campaign. Curry Nation is the incumbent agency on the account. 

As the first creative joint venture, Rasna and Scarecrow have come up with a film, titled ‘Pyarelal ke bachpan ka pyar’. The official trailer of the film asking viewers: ‘Kaun hai Pyarelal ke bachpan ka pyar?’ (Who is Pyarelal’s childhood love?) was launched this Valentine’s Day. 

Watch the trailer:
https://youtu.be/ww5nuT-OVpw

Since then, more than 1.3 million viewers have been intrigued by this love story and want to know the answer to this. 

The complete ad film will be launched on February 24, 2017. Veteran Bollywood actor Ram Sethi will be the lead actor in the ad film. He also appears in the trailer. Interestingly, Sethi has acted in more 20 movies as Amitabh Bachchan’s co-actor by the screen name Pyarelal, most notably in ‘Muqaddar Ka Sikandar’ and ‘Namak Halal’.

When asked how Scarecrow landed up with the Rasna account, Manish Bhatt, Founder Director, Scarecrow Communications, told Adgully, “I had been invited as the chief guest at the 10 anniversary celebration event of One Advertising, an Ahmedabad-based agency. It was attended by all big entrepreneurs of Gujarat, including the management of Wagh Bakri, Rasna and others. Since then I was in touch with them. However, the reason we couldn’t work together was because Rasna wanted to work on a project basis and we wanted to work on a retainer basis. Till very recently, we at Scarecrow had been working on retainers. In these seven years, I had been in touch with them and met them a couple of times. But this particular year we mutually decided to work on Rasna. There was no formal pitch. They know our work and we had been wanting to work with them for the last 6-7 years.” 

He further said, “Very rarely do you get clients who give 100 per cent liberty to a creative agency to really recommend, suggest, execute and put forth its ideas. I think Rasna is that rare client I interacted with it. They have really honoured and respected our creative abilities and let us do what we felt was good for the brand. These are the two things which are very peculiar about our relationship.”