Scarecrow won Creative duties of 5 Brands of Rupa

Rajnish Agarwal, President, Brand Promotion, Rupa & Co Ltd. and Manish Bhatt, Founder Director, Scarecrow Communications Ltd. have confirmed this development.

Rupa is today the unquestioned No.1 knitwear brand in India, covering the entire range of knitted garments from innerwear to casual wear. Starting as a dream in the far-sighted mindscape of three men of vision and enterprise, Rupa has evolved to become the frontrunner in India and a leading player in global markets with far-reaching footprints and millions of satisfied customers.

This is because Rupa believes in moving ahead not just in terms of volumes, but also in technology and product innovations. In line with evolving consumer preferences and market demands, Rupa periodically introduces new varieties in each sub-brand. These products incorporate the latest fabric innovations, cutting-edge production techniques, and advanced design elements to give the finest experience of style and comfort to the end-user.

Synonymous with quality and durability, Rupa brands are integrated across the hosiery value chain. They enjoy top-of-the-mind recall across all segments and have earned the trust of millions across the globe.

Rupa has a daily capacity to produce over 700,000 pieces of finished goods. It has products are made from the finest yarns sourced from across the globe. It uses imported technology for dyeing and bleaching to maintain competitive quality standards. Rupa invests in considerable research to produce environment-friendly clothes and minimize carbon footprints.

Rupa & Company Ltd., headquartered in Kolkata with a turnover Rs. 530 crore and a sale of 16.62 crore pieces of their products in 2009-10, is the largest manufacturer of hosiery products.

Rupa, who has over 700 distributors, holds the largest share of market in the sub-continent and the Middle East for knitted under-garments and casual wear.

The World Brand Congress 2010 which was attended by 500 attendees from 75 nationalities also awarded Rupa & Co Ltd with a prestigious "Brand Leadership Award" in Fashion & Life style (Knitted Garments).

Scarecrow is India's one of the fastest growing full-fledged advertising agency providing every solution under one roof - including creative, media, PR, digital as well as design, with offices in Mumbai, Delhi, Chennai & Bangalore.

Commenting on this development Mr Rajnish Agarwal, President, Brand Promotion, Rupa & Co Ltd. said, "We felt that we should engage a new agency which has the urge & capability to deliver something new and dynamic. And we feel scarecrow, with manish and raghu in place, will be able to do justice to this thought of ours. The media budget for the 5 brands combined would be in the region of Rs. 20 crores. "

Manish Bhatt, Founder Director, - Scarecrow Communications added, "We have worked on the launches of Hanes, Wonderbra in India & communication for VIP in the past. and it helped understanding the category. But working for the Category leader like Rupa with highly visible flagship brands like Frontline & Euro it is much more responsible task in hand. We will have improve the brand status without disrrupting its current leadership. But, after all, it is a fun Category and lot of scope in expressing clutter breaking creativity,"

Raghu Bhat, Founder Director, - Scarecrow Communications added, "It is a privilege for Scarecrow to associate with India's largest Knitwear brand. It's a dream-come-true opportunity to work on brands that enjoy tremendous opportunity and recall across the entire country. At a people level too, the management of Rupa & Co Ltd are down-to-earth and warm and a real pleasure to deal with. We are looking forward to using our past learnings in this category to create communication that will take the brands of Rupa to even greater heights."

Arunava ( Joy ) Sengupta, Founder Director, - Scarecrow Communications added, "I think from a strategic point of view brand Rupa gives us a chance to do interesting work as we work closely with the brand team to not only ward off the challenges from the local brands but also take on the international biggies and ensure Rupa's continued dominance. " | By Janees Antoo [janees(at)adgully.com]