Scarecrow creates 'India Positive' campaign for DNA

MUMBAI: Scarecrow Communications has conceptualised a new campaign, "India Positive", for DNA (Daily News and Analysis).

The campaign was launched on the Indian Republic Day across prime TV channels and in DNA. The initiative would be driven heavily across both ATL and BTL mediums in the months to come.
Through this campaign, DNA aims to replace the negative destructive energy with constructive positive thought process.

Said DNA CEO K U Rao, "DNAs initiative aims to replace negativity with a positive mindset. In the recent past there has been too much of criticism though as a nation we are achieving growth better than the best in the world. The India Positive initiative cuts across cultural and geographic boundaries and tries to bind the people of India under the new mantra of being Positive."
Scarecrow Communications Founder Director Raghu Bhat said, "This initiative is the direct outcome of an inspirational and stirring brief created by Mr. Rao and his team. The TVC represents the audacity of hope. A few years ago, who would have thought jaguar will have an indian owner? I commend the director for the infinite detailing. We used football stadium as the theatre of dreams. Football has a big following, is not a cliche and has the right mix of ritual, emotion and success."
The film is approximately two-minutes long and is directed by Naren Multani.

Scarecrow Communications founder director Manish Bhatt stated, "In the past we have worked on National Causes like " Respect the National Anthem" but this initiative is the most meaningful to us because it awakens the optimism lying deep down in the heart of every Indian and today‘s rapidly growing Indiia badly needs that optimism. We wanted to create a communication which shakes the inertia of every Indian to rebuild his/her confidence in himself and in his/her beloved nation."

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