MAM
Emami Tasty & Healthy is Scarecrow’s third win of the week
MUMBAI: Scarecrow Communications has reason to cheer as it bags its third account this week. The agency will get to handle the creative duties of Emami Healthy & Tasty, the oil brand of Emami Biotech.
The agency‘s Mumbai office will be in charge of the account.
Says Scarecrow Communications founder director Manish Bhatt, “This is one of the sweetest wins for Scarecrow. Emami is one of the most advertising-savvy companies in India and it is an honor to work on one of their most prestigious brands.”
The brand, which is present in six Indian states, has plans to go national during the current financial year.
Emami Biotech CEO Saroj Chakraborty said, “Healthy & Tasty is a young brand with a strong appetite for growth and needed an equally young creative agency with great creative abilities to be able to match it‘s aspirations. Scarecrow fits the bill absolutely and I have no doubt that their creative skills would be able to bring forth the inherent goodness of the brand to the consumer and help translate the brand‘s aspirations into reality. “
Scarecrow had earlier in the week won the account of Religare and Justbooks. The agency‘s other clients include Future Capital, DNA, Eristoff, Viacom 18, Nestle, MVL & Pentair, Quikr and Rupa.
MAM
Tanishq launches ‘Lekhinis’ campaign celebrating modern Telugu woman
Olympic medallist P.V. Sindhu features in new film honouring women who author their own stories.
MUMBAI: Tanishq has found the perfect way to sparkle this season by letting the modern Telugu woman write her own glittering chapter. The Titan Company jewellery brand has unveiled its latest campaign, centred on the idea of ‘Lekhinis’ women who are the authors of their own stories. Featuring Olympic medallist P.V. Sindhu as the narrator, the campaign celebrates the evolving identity of women in Telangana and Andhra Pradesh, where modern aspirations blend seamlessly with deep-rooted traditions.
The film captures everyday moments that reflect quiet strength and confident individuality. It portrays women who embrace change while staying grounded in their heritage, reimagining traditions with sensitivity rather than rebellion. Conceptualised by Lowe Lintas, the campaign aims to strengthen Tanishq’s emotional connection with regional audiences by honouring women who shape their identities with authenticity.
Titan Company Limited chief marketing officer of Tanishq Pelki Tshering said the campaign is a tribute to women who remain rooted yet redefine their journeys every day. “She has always been at the heart of everything we do our muse, our inspiration,” she noted. “Through our designs and storytelling, we strive to be a lifelong companion in her journey.”
P.V. Sindhu shared that the campaign resonated with her own life. “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way.”
Akshay Sundher, Director at Lowe Lintas, described the making of the film as a beautiful experience, highlighting the emotional hospital scene, Sindhu’s warmth, and strong teamwork behind the project. The music by Madley Blues forms the soul of the film.
Through this initiative, Tanishq continues its tradition of crafting jewellery that mirrors a woman’s identity, celebrates her milestones, and reflects her cultural pride.
In a world of fast-changing roles and traditions, Tanishq has delivered a campaign that shines not through loud statements, but through quiet, confident storytelling much like the women it celebrates.
