Scarecrow M&C Saatchi beefs up portfolio, adds 7 FMCG brands to kitty

Scarecrow M&C Saatchi has strengthened its portfolio by winning 7 FMCG brands, including two international brands. The accounts will be handled by Scarecrow M&C Saatchi’s Mumbai office. 

Of the seven brands, four belong to Emami Group – the complete range of Boroplus (Face Wash, Fairness Cream, Body Lotion, Prickly Heat Powder and Antiseptic Cream), Emami Kesh King Hair Oil & Shampoo, Emami 7 Oils-in-One hair oil, and Emami Diamond Shine hair colour. 

The other wins include, the Lactalis Group’s Anik range (Ghee, Milk, Flavoured Milk, Buttermilk, Curd and Milk powder); the complete portfolio of Baby Sebamed, an iconic German brand established by dermatologist Heinz Maurer; and Wagh Bakri Group’s popular brand Mili Tea. 

Confirming the development, Vikas Srivastava, Senior GM (Marketing), Emami Ltd, said, “Scarecrow has been evolving over the years and now, with their tie-up with M&C Saatchi we expect our communication will become sharper with new ideas that will help break clutter.” 

DPS Advertising & Marketing, Kolkata, has been associated with Emami on the above brands for years, and the association will continue. 

Manish Bhatt, Founder-Director, Scarecrow M&C Saatchi, remarked, “Some of the brands like Boroplus are truly iconic brands that every Indian has grown up with. Creating memorable work for such a memorable brand is indeed a matter of great pride for us at Scarecrow M&C Saatchi. Raghu and me have already worked on beauty, skin care and hair care brands like Parachute, L’Oreal, Lakme Elle 18, Vaseline, Dabur Vatika and more in our earlier days, and would love to provide the necessary expertise to create some ground-breaking work for these brands as well.” 

Marketed in India by USV Pvt Ltd, Sebamed was established in 1957 in Germany by a dermatologist Heinz Maurer. Today, its products are exported to over 85 countries. 

Talking about the association, Farida Hussain, Director for Splendore Business, said, “We are very upbeat about taking Baby Sebamed to the next level. Its unique formulation with pH 5.5 makes it effective and extremely safe for the little ones, right from day one. We are sure the association with Scarecrow M&C Saatchi will support Sebamed to meet its aspirations.” 

Commenting on the win, Manish Bhatt said, “It’s always a pleasure to work on a brand where you are one of its target audiences. The Group has shown faith in Scarecrow M&C Saatchi by giving us the mandates of its baby skincare range. Baby skincare is a tough category and USV has very ambitious plans for it. Team Scarecrow is really excited to contribute to Sebamed’s growth.” 

Scarecrow M&C Saatchi, which already handles flagship brand WaghBakri Tea, has now been entrusted with the creative duties of another brand from the Group, Mili Tea. Currently, Mili is the second largest brand of WaghBakri Tea Group. In addition to Gujarat, Madhya Pradesh and Rajasthan, Mili is growing fast in North India, Maharashtra and Goa as well. 

Commenting on the decision to choose Scarecrow M&C Saatchi, Executive Director of WaghBakri Tea Group, Parag Desai, said, “WaghBakri Tea is the leader in Gujarat and very popular brand in Rajasthan and Madhya Pradesh, where Mili Tea is the second choice for the masses. We are now targeting newer territories such as North India, South India, Maharashtra and Goa. Scarecrow M&C Saatchi presented us a compelling creative strategy to gain significant market share in these regions.” 

Manish Bhatt added here, “It’s a special feeling. Scarecrow M&C Saatchi has been handling WaghBakri for over 3 years now. The Group has ambitious plans for Mili Tea and has always evolved with times and focused on expanding reach. We are thrilled to partner with them in this exciting journey.”


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