MUMBAI: Kolkata-based Joy Cosmetics has appointed Scarecrow Communications as its creative agency. The agency‘s Mumbai office will be in charge of the account.

The company‘s last campaign featuring leading Bollywood actress Anushka Sharma was released two years ago. The company that has grown to be a major player, especially in the Hindi heartland states, will retain Anushka as its brand ambassador and will release its new campaign soon.

Joy Cosmetics director Sunil Agarwal said, "I personally know all the three founders of Scarecrow and have seen them evolving over the last few years. I am very sure that they would do a perfect job not only in developing the communication strategy for the brand but also in the execution and supervision of every communication element across all mediums."

Scarecrow founder director Arunava (Joy) Sengupta said, "Skincare and haircare are not only high growth categories but are also highly competitive. According to us, competition will get even more intense in the near future. In this scenario we hope our work not only cuts through the clutter but also catapults brand Joy Cosmetics to the next level."

Scarecrow founder director Raghu Bhat added, "Some years ago, we had done a one-off project for Joy Cosmetics while working for a network agency. It is destiny that has given us this opportunity to associate once again on a professional basis and we look forward to making it count."

Scarecrow founder director Manish Bhatt said, "We have extensive experience in the beauty category having worked on Lakme, L‘Oreal, Parachute, Vaseline and Dabur Vatika. We hope to convert that into compelling creative work that builds market share."

Joy Cosmetics was started in 1988 and consists of a wide range of personal care products, focused on skincare and haircare segments, with Skin Fruits, Honey & Almonds, 24K Gold and Pure Aloe as the focused brands. The products are enriched with the goodness of active natural ingredients.

Scarecrow has fully functional offices in Mumbai and Delhi and is currently working with brands such as Reliance Digital, Danone, Anchor Panasonic, Emami, Kohinoor McCormick, Eristoff, Viacom 18, Nestle, Quikr and Rupa. Recently, Scarecrow started its full-fledged design outfit, Scarecrow Designs.