Scarecrow to promote new campaign for Varuna Pumps exclusively on radio

14 Oct,2015

By A Correspondent


Scarecrow Communications, Mumbai has launched a strategic and insightful campaign to introduce the new brand campaign for Varuna Pumps.


The campaign draws from the insight that every person has to face some kind of pressure in his or her daily life. In all these inevitable pressures, at least they won’t have to take the pressure of water because Varuna Pumps takes that responsibility.


This multi-pronged campaign is aimed at farmers, homeowners, society chairmen, institutions, dealers and plumbers – the end-users, influencers and intermediaries in the pump buying process.


To make the approach unique, the campaign is being spearheaded by radio as the primary medium.After extensive rounds of discussions, research and deliberation, radio was chosen as the primary medium to lead the campaign because of its ability to create an emotional connect with the consumer through auditory engagement and stroking of the imagination.


The radio medium also enables the brand to effortlessly connect with listeners from rural to tier 1, tier 2 to metros as well as the media-dark regions. It also gives the brand a pan-India platform and enables it to segregate the communication based on the listeners’ profile and time-band.


Varun Gajjar, Director – Marketing Varuna Pumps, said, “We believe that radio as a medium has a huge potential. It will give us an edge to connect with our consumers, spread across country.”


To create an emotional connect, the brand has appointed two audio brand ambassadors for Radio - Om Puri and RohiniHattangadi. These two celebrities have lent their voice to the extensive radio campaign of Varuna Pumps. These two have instantly recognisable and highly memorable voice that develops a connection with the listeners.


Manish Bhatt

Manish Bhatt, Founder Director, Scarecrow Communications said, “We believe that in order for a brand to create a high EQ (Emotional Quotient), radio with powerful audio ambassadors, is one of the best medium. It glues the listeners and also gives them the scope to imagine.”


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