MAM
Euro launches new campaign created by Scarecrow
MUMBAI: Fashion innerwear brand Euro, from the house of Rupa & Co, has launched a campaign with a view to reinvigorate its brand presence in partnership with creative agency Scarecrow Communications.
Euro was launched with ‘Prepare to get assaulted‘ campaign. The campaign was successful, but having ran it for years, the brand team felt it was about time Euro took a fresh stance and reconnected with the target audience.
The new campaign breaks the category codes and introduces a new brand of humour in the segment. It stems from the insight that ‘size‘ is a big thing for men. It boosts their ego and even self-esteem.
The campaign through a series of press ads and hoardings asks men the million dollar question – what‘s your size? The print campaign is shot exclusively in Prague by photographer Colston Julian. The TVC are conceptualised by Scarecrow and produced by Salt Management.
Rupa & Co president brand promotion Rajnish Agarwal said, “Euro is another success story from the house of Rupa. The earlier positioning ‘prepared to get assaulted‘ had created a distinct space for Euro. Now we need to take it to the next level and cement our bond with the youth of India. The current campaign ‘What‘s your size?‘ is a step in that direction.”
Scarecrow founder director Manish Bhatt said, “‘Mine is bigger than yours‘ is the most fundamental male insight. The campaign is single-mindedly based on this insight. Hence, we think the campaign will touch a chord with the audience.”
Scarecrow senior creative director Kapil Tammal added, “We are in a process of revamping the entire Rupa portfolio in phases. Euro kicks off this transformational journey in style. For the idea to realise its full potential, we needed the casting and the production to be spot on. Models were flown in from all parts of Europe. We are happy the production teams in India and Prague didn‘t let us down.”
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