Scarecrow Communications India wins the creative duties for newspaper Business Standard

Business Standard Logo.jpgBusiness Standard has appointed Scarecrow Communications for creative duties who have undertaken a brand repositioning campaign.

The new positioning, created by Scarecrow, is 'Insight Out' that replaces 'Know More. No Less'.
The creative route that encapsulates this, features a character - Jay, who gives his take on various issues related to the business-scape and other current happenings. Jay has already made his appearance in print ads, hoardings and digital.

Business Standard 2.jpgAkila Urankar, President, Business Standard, commented, "I would like to thank our readers for putting a premium on the content. They appreciate the credible reporting and quality analysis which have been our key traits across years of research and feedback. The repositioning gives these some more contemporariness." 

"In an increasingly media agnostic consumption universe, Insight Out and its creative rendition aim at refreshing the connect with our core audience, and also appeal to the digital-first reader which is a growing set for us", added Moneesh Chakravarty, Marketing Head.

Raghu Bhat, Founder Director, Scarecrow, said, "Our new campaign targets the new-age reader. Like the newspaper itself, it relies on the quality of the writing. However, there is also a character whose role is to create synergy, aid recall and make the brand more approachable."

Mustafa Kapasi, Senior Creative Director, Scarecrow said, "From being the first Pink Paper to have a paid premium for its website to using understatement instead of hyberbole, Business Standard has always set new benchmarks. It's a pleasure to work on this."

Credits -
Creative: Mustafa Kapasi, Saikat Sengupta, Prasad Jindam, Prasad V, Manasi Kapote
Account Mgt: Avinaba Sen, Amritha Mohan

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.