Danone Narang appoints Scarecrow for B’lue

02 Jul,2012

By A Correspondent


Danone Narang Beverages has appointed Scarecrow Communications as its creative agency for its beverage brand, B’lue. The agency was selected after a comprehensive selection process. The business will be approximately in the range of Rs15-20 crore once the product gets launched countrywide. The incumbent on the business is Everest Brand Solutions. The win is significant to Scarecrow as Danone, as a brand internationally, is aligned to the Y&R group and has strayed from this in just few markets, and India is one among them.


An official from Danone Narang has confirmed this development.


The brand B’lue is a new concept in ready-to-drink beverages. It is a restorative drink that leaves you feeling refreshed and uplifted, thanks to it’s unique formulation. B’lue is currently being test marketed in Pune. In 2010, Danone (the world’s second largest bottled water company) partnered Narang Beverages through a joint venture.


Raghu Bhat, Founder Director, Scarecrow Communications said: “It’s a source of personal and professional pride to be associated with a brand like B’lue from Danone Narang Group. And there is a genuine opportunity to create interventions at multiple levels through the power of creativity.”


Manish Bhatt, Founder Director, Scarecrow Communications added: “Danone has given the world iconic brands like Evian. Working on this new innovative FMCG brand conceived by Danone Narang – B’lue  – is one of the most exciting opportunities for Scarecrow. ”


Post a Comment 

One response to “Danone Narang appoints Scarecrow for B’lue”

  1. Anony Mus says:

    Genuinely intrigued on your business model categorically when a consumer intends to connect with you

    As a corporate customer of QUA, I have been
    trying to reach out to the business for regular replenishment of the
    consumables and I have hit the Wall. Some of your strategic initiatives towards increased customer loyalty are
    non-existent or does it mean the company is not concerned.

    We have been engaged with Denone Narang for the 4-5 years for our regular supply of brand QUA. About 10 of our international
    team members currently residing in India appreciate QUA and since the last many years we were served by one of your dealers in Noida. Your Mumbai team connected us to the dealer then citing that your distribution was not ready. Now there has been a change of distributorship without informing who would service us now, we are since then trying to get in touch without any success.

    The web presence of QUA is non-existent. A malfunctioning website which does not have any customer touch points or for that matter no “contact us” information. A further inquisitive search about the
    brand led me to the Group website http://www.naranggroup.com
    . To my surprise there was a number listed there to call ending 508. Apparently since then I have called multiple times spanning days and different time of the day to hear the magical words “Narang Group… how may I direct your call?”. I never heard that voice. Maybe I am naïve and need to understand other methods of connecting, an email, web enquiry and other touch points which again for QUA are too old fashioned and hence they all
    are disabled on your website. Seems you have a unique CRM strategy designed by the Ivy League strategists amongst your rank. Which translates into… “You will be served at our discretion”.

    I personally used LinkedIn to connect with
    your National Sales Manager and Regional Sales Manager and wrote them an email too, I have not received a reply yet.

    Inquisitively, we thought of delving deeper into this perceived abyss, I tried to get in touch with the distributors of QUA and BLUE searching and scouting via various means in NCR. Your distributors do not honor any pre arrangement that we had from the yesteryears, wanting to sell at a price of their convenience and refused to deliver it. When I stroke a conversation they found my situation so common and dismissive and this did not
    affect them as people like “us” somehow find them for them to charge a premium. Curiously, they have never seen QUA, BLUE representatives too.

    Also, I wonder what role DANONE plays in the entity. Danone as a company has several brands of international repute and
    I am not sure how high the stakes here are for them. Hopefully they would observe more caution on repute.

    It seems like Denone Narang Group has found the “elixir” to fuel business growth. Hence the dismissive sentiment of
    Consumer Apathy does seem the perfect strategy. Not to mention that it gives me a feeling whether the business entity does exist? Other providers like Himalaya and Bisleri Vedica are serious in their approach and of course are reachable.

    We would like to understand if there is some ownership here from Denone Narang group and let us know what course of action needs to be observed.


    A Corporate Customer