Scarecrow bags Mahindra/Gromax’s third tractor brand Trakstar
Gromax Agri Equipment Ltd (formerly known as Mahindra Gujarat Tractor Ltd) and its brand partner, Scarecrow Communications, have launched a new tractor brand – Trakstar in the 30-50 HP category to transform the lives of Indian farmers. In addition to the creation of visual branding for Trakstar, Scarecrow is also handling the creative duties for the entire ATL and BTL communication. This includes TV commercial, Digital Film, Radio, Print, OOH, Retail Visual Identity, Media Launch as well as Roadshows, Skit and Engagement Ideas for the farmers.
Harish Chavan, Director, Gromax Agri Equipment Ltd, said, “This is not the first time Mahindra is associating with the Scarecrow team. They have previously worked on some of our brands like Trringo. We realised Scarecrow’s approach to develop brand communication is something that we resonate with and we were more than confident to award the creative duties to them. From branding of the Tractor to coming up with company and implements names to developing positioning and communication for the brand, everything has been taken care of by Scarecrow, Mumbai.”
Scarecrow Communications has been associated with the brand right from the inception stage; including giving the nomenclature and positioning of Trakstar as well as the parent company, Gromax. As part of the communication strategy, Scarecrow has also designed an innovative animation film for Gromax, which was showcased during the launch.
Watch the film:
Amongst other communication tools, an inspiring song for Trakstar was created for the launch. Keerthi Sagathia, the well-known singer who has lent her voice to the songs of ‘Teen Thay Bhai’, ‘Robot’, ‘Raanjhanaa’ and ‘Raavan’, among others, and Ravindra Upadhyay, Channel [v]’s Samsung Super Singer’s winner and an acclaimed Bollywood singer, have sung the track. It will form both the audio identity and the soundtrack for the radio ads.
Watch the song:
Manish Bhatt, Founder Director, Scarecrow Communications, said, “Mahindra has always been the leader in categories like Tractors and SUVs. This entire project has been a precious opportunity for Scarecrow. Though we have an extensive experience of working on similar projects, where we played a key role in the formation of brands like the creation of &Pictures (for &Network, a part of Zee Entertainment Enterprises Ltd and Essel Group), our association with Gromax is still an inspiring experience.”
Arunava Sengupta, Founder Director, Scarecrow Communications, added here, “India being an agricultural country, it is very important to have a brand that touches the lives of farmers in true sense. Since Gromax and its flagship brand Trakstar meet the category’s need of the hour, we are all geared up to bring something meaningful to the table.”
Gromax, an agri-equipment entity, is poised to be a significant player in the ever-growing tractor and agri equipment market of India. Trakstar aims to enrich and uplift the lives of farmers with its reliable range of 30-50 HP tractors, affordable price and easy EMIs.
Agency: Scarecrow Communications
Campaign: Trakstar – Tractor Jo Badal De Life Ka Track
Creative Team: Manish Bhatt, Raghu Bhat, Mustafa Kapasi, Saikat Sengupta, Prashant Patankar, Akansha Singh, Tushar Chinchwalkar, Vinay Amritfale, Siddhartha Karmakar, Nikhil Kerkar, Raj Chavan, Gagan Bindra, Lalit Sakurkar, Arnab Choudhury
Account Management: Arunava Sengupta, Mangesh Mulajkar, Seema Kamath and Anju Dayma
Client Team: Harish Chavan, Sandeep Jaiswal, Rahul Shah and Prashant Pawar
Anthem Singers: Keerthi Sagathia and Ravindra Upadhyay
Anthem Composer: Vaibhav Panch
Sound Engineer: Kunal Dabholkar
Voice Over Artist: Yasir Khan
Sound Studio: Sounds Good, Mahim
Animation Studio: Prime Focus
Animation Music: Kaizad Ghera
System correction of images: Cocktail Art (Vikram Bansode)