Mumbai : Scarecrow Communications has won the creative duties of DS Group’s candy brand Pulse, following a multi-agency pitch. The company had assigned Scarecrow its milk brand Ksheer in 2014.
Following its successful run in test markets Rajasthan and Gujarat, the company has decided to launch the hard boiled candy brand nationally, informed an agency statement.
Rajeev Jain, AVP – marketing, DS Group, said, “We are expanding our offerings in the candy segment by entering the hard boiled candy segment. Pulse is already creating quiet a frenzy in this segment and with the growing consumer product franchise, the creative partner plays a significant role in crafting a differentiated strategy for the brand in the mind of the consumers. The creative approach presented by Scarecrow fitted in well with our long-term strategy and vision for the business. We look forward to their active participation in this endeavour.”
Manish Bhatt, founder director, Scarecrow Communications, added, “DS Group has created iconic brands like Rajnigandha, Pass Pass, Catch and many more. DS Group has strengthened its faith in Scarecrow by adding Pulse as a second brand after assigning Ksheer creatives to us last year. Candy is a fun category and DS group has very ambitious plan for it. Confectionery category has shown India some iconic advertising. Team Scarecrow is really excited to contribute in Pulse’s growth.”
Arunava Sengupta, founder director, Scarecrow Communications, added, “Pulse is a great product, now along with the marketing team of DS, we would like to make it a great brand, that India talks about. Looking forward to some exciting work ahead.”