MUMBAI: Scarecrow Communications has won the creative mandate of a real estate company, Ackruti City.

The duties will be handled out of the agency’s Mumbai branch.

The mandate was awarded following a multi-agency pitch called by Ackruti, in which five agencies participated.

Ackruti already works with Origin Beanstalk Creative Consultants. however, as the company Is growing, it has decided to split the portfolio between two agencies.

Says Ackruti City head brand marketing and communications Gautam Maitra, "Our requirement for communication has grown over time. What Scarecrow offered was a fair amount of thought in their work. We were looking for the right creative thinking. Scarecrow impressed us as did their pro-active work."

Adds Scarecrow Communications founder director Manish Bhatt, "This is one category we did not have much experience in. However, you cannot ignore the real-estate category with the amount of buzz around it. We have touched projects in the category before, but when we met the people at Ackruti, we understood that they wanted something new and uncategory-like, and at the same time, exploit our knowledge of other categories.”

Scarecrow Communications had recently bagged the creative duties of five Rupa brands: Frontline, Kidline, Euro, Thermocot and Bumchums. Also, the agency had bagged the creative mandate for DNA in January 2011 and created a mass campaign called ‘India Positive’.