MUMBAI: Scarecrow Communications has won the creative duties of five brands belonging to Rupa, the knitwear company. The mandate was awarded following a multi-agency pitch. The five brands are Frontline, Kidline, Euro, Thermocot and Bumchums. 
 
Earlier, Rupa‘s entire range was handled by Situations Advertising.

The media budget for the brands combined would be in the region of Rs. 200 million.

Says Rupa & Co president, brand promotion Rajnish Agarwal, "We felt that we should engage a new agency that has the urge and capability to deliver something new and dynamic and we feel Scarecrow, with Manish and Raghu in place, will be able to do justice to this thought of ours. "
 
Averred Scarecrow Communications founder director Manish Bhatt, "And it helped understanding the category. But working for the Category leader like Rupa with highly visible flagship brands like Frontline & Euro it is much more responsible task in hand. We will have improve the brand status without disrupting its current leadership. But, after all, it is a fun Category and lot of scope in expressing clutter breaking creativity,"
 
 Scarecrow has worked on the launches of Hanes, Wonderbra in India and communication for VIP in the past.