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Scarecrow wins the creative mandate for PokerNation

Close on the heels of bagging the ALT Balaji account, Scarecrow Communications has added the creative duties of Fortuity Gaming’s PokerNation to its kitty. The win comes on the back of a multi-agency pitch. As part of the extensive pitch process, the agency had to cater to every aspect related to the brand, such as brand positioning, strategy and creative.

The mandate for Scarecrow includes a complete digital campaign, blogs, digital videos, videos on how to play Poker and TV commercials.

PokerNation is an online Poker gaming website promoted by Fortuity Gaming. It has been created like a virtual nation on the Internet – a nation for the players, by the players and of the players.

Confirming the development, Gautam Thawani, Business Head, Fortuity Gaming, said, “Globally, over 6.8 per cent people play Poker. That’s about 40 million people. Of this, a large percentage is below 35 years of age. In India, too, it is quite popular in Mumbai, Delhi, Goa and Bangalore, most of which is played online and in offline private Poker Rooms. For us, it was a great opportunity to tap into the gaming category.”

Arunava (Joy) Sengupta, Founder Director, Scarecrow Communications, remarked, “The online Poker space is not properly regulated. Hence, people are hesitant about playing Poker on websites whose credentials are questionable. Essel Group’s entry will go a long way in reassuring the gaming community about online Poker. For Scarecrow, too, it was a unique experience to partner Essel Group in this new age category.”

Manish Bhatt, Founder Director, Scarecrow, added here, “It is rare when an agency gets a mandate to create a virtual nation for Poker lovers. The challenge is to make it exclusive, yet inclusive. Scarecrow had the opportunity of being involved in the formation of this ‘nation’ from its birth. From naming it to designing its look. From writing the blog to the online communication. From designing merchandise like Poker chips to T-shirts and jackets. This is a nation where anyone can migrate to, and become its citizen. The official game is Poker. This nation has its own currency, its own national animal and even its own national anthem.”

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