MAM
Scarecrow’s growth plans after 4 wins this magic week
MUMBAI: For founder-promoters Raghu Bhat, Manish Bhatt and Arunava Joy Sengupta, this week has been a turning point with their two-year-four-month-old agency recording four wins in the week.
Scarecrow Communications‘ prize catch has been the consolidation of Religare‘s account. The agency will now handle the creative duties of Religare Broking, Religare Health Insurance, Religare Macquarie and Religare Arts Initiative for its first client. The next line of attack will be to bag Religare‘s mutual fund that is under the care of Ogilvy.
Bhatt recollects those early days when the agency‘s name was not even firmed up. “When we first started with Religare Macquarie (a joint venture), Scarecrow did not exist. Our cards read Raghu, Manish and Joy and the address was of a coffee shop where we used to meet. We had pitched along with the likes of Ogilvy, Law and Kenneth, Lowe and TBWA and managed to win the account as a bunch of individuals. Scarecrow exists today because of that. Religare has been very lucky for us,” he says.
The week‘s other two wins are significant in another sense as Scarecrow prepares to expand its operations geographically while widening its client portfolio. Emami is Kolkata-based while Justbooks, a community library firm, hails from Bengaluru. The fourth win will be announced soon and Bhatt is not ready to talk about it.
Having offices in Mumbai and Delhi, Scarecrow is now planning to have a presence in both Kolkata and Bengaluru. Though the creative idea shop has around 35 clients across Mumbai, Delhi, Chennai, Bengaluru and Kolkata, the servicing so far is done from the Mumbai and Delhi offices.
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The Scarecrow Trio – Arunava, Manish & Raghu
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The Scarecrow Trio – Arunava, Manish & Raghu
Scarecrow’s next target is setting a base is the eastern metro of Kolkata. Apart from the recently won Emami Healthy & Tasty edible oil account, Scarecrow already services five of innerwear manufacturer Rupa’s brands – Frontline, Kidline, Euro, Thermocot and Bumchums, also based out of the City of Joy.
Scarecrow believes in first building a client list in a region before setting up shop there. “We prefer having clients and slowly building our reputation before setting up an office in these centres. This makes working easier. That is the way we set up the Delhi office,” says Bhatt.
The six-month-old Delhi office has helped Scarecrow expand its client portfolio, winning most of the agency‘s new businesses. Housing 10 people, it services five major brands – Eristoff, Bacardi, MVI Mobiles, DLF and PentAir.
“We plan to bring on board new clients and double our team in Delhi. Incidentally, the Delhi office gets us maximum new businesses, surpassing even the Mumbai headquarters,” informs Bhatt.
Scarecrow‘s future strategy is to work with more companies that have a cluster of brands, products and services under them. It is already associated with brands like Future Capital, DNA, Viacom 18, Nestle, Quikr, MVL & Pentair.
“Working with such companies not only gives an agency exposure and experience but also makes expansion of brand portfolio easier. There is a tuning of sorts and both the parties are acquainted with each other’s style of working and expectations,” explains Bhatt.
The agency is eager to work with more brands across various categories. “We are pretty strong in the financial services category as we have already done work for Religare, Axis bank etc. FMCG is the most sustainable category for any agency as recession and slowdown do not really have a big bearing on it. They give you a good strength. We were already in the FMCG category but we have never planned communication for an edible oil brand. So it will be a learning experience for us too,” avers Bhatt.
When you plan to buy medical insurance for your family, the first question is often about savings. You may assume that buying online automatically means paying less, but that is only part of the picture. The real issue is not just whether the premium looks lower, but whether the policy gives you suitable family health insurance without adding avoidable costs later.
Buying online can sometimes appear more budget-friendly because you can compare plans, review features, and complete the process without depending entirely on offline assistance.
Still, a lower visible price does not always mean better value. To understand whether you can truly save more, you need to look at the full buying experience and the policy terms together.
Why Online Purchase Can Look More Economical
When you explore family health insurance online, you usually get access to plan details in a more direct and organised way. This can make the buying journey feel simpler and more transparent.
A few reasons online purchases may seem cost-effective include:
● Easier comparison of policy features
● Direct access to premium details
● The ability to review inclusions and exclusions at your own pace
● Fewer chances of making a rushed decision
● More control over the plan selection process
This does not mean every online option is automatically cheaper. It simply means the online route may help you assess choices more carefully, and that itself can influence how much value you get from the policy you choose.
Saving Money is Not Only About a Lower Premium
A lower premium often catches your attention first, but that should not be the only measure of savings. If you buy medical insurance based only on what looks affordable at the start, you may overlook conditions that matter later.
A family health insurance policy should be judged on overall value, including:
● The scope of cover
● Waiting period terms
● Exclusions
● Room eligibility conditions
● Sub-limits, if any
● Claim-related terms
● Renewal conditions
If the premium is lower but the policy has stricter internal conditions, the apparent saving may not feel meaningful when you actually need hospitalisation support.
So, the better question is not only whether online purchase costs less, but whether it helps you select a plan that remains financially sensible over time.
Comparing Plans Online Can Prevent Overspending
One clear advantage of the online route is that it allows you to compare different options without pressure. This can help you avoid paying for features you may not need or missing features that matter for your family.
Before you buy medical insurance online, look closely at:
● Who can be covered under the plan
● How the sum insured works for the family
● Whether day care procedures are included
● How pre-existing illness rules are explained
● Whether add-ons are optional or built in
● How clearly the policy wording is presented
This level of comparison can support better decision-making. In many cases, savings come not only from the premium itself but from choosing a policy with fewer surprises.
Online Discounts Should be Viewed Carefully
Online discounts can make a plan look attractive, but they should always be read alongside the policy details. A discount may reduce the upfront cost, yet the true worth of the policy depends on what it covers and how it responds during a claim.
When reviewing discounted online plans, check whether the policy has:
● Treatment-specific limits
● Room rent restrictions
● Co-payment clauses
● Disease-wise waiting periods
● Claim deductions linked to the hospital category
● Limited cover for selected benefits
These points are important because a policy that looks cheaper at purchase may involve more out-of-pocket spending later. That is why discount-led buying should be replaced with detail-led buying.
Final Thoughts
Yes, buying online can sometimes help you save more when choosing family health insurance, but only if you look beyond the headline price. The online route may give you better visibility, easier comparison, and more time to review the policy terms.
That can support smarter choices and may reduce the chances of paying for a plan that does not suit your family well.
If you want to buy medical insurance online, treat savings as more than a discount. The real advantage lies in choosing family health insurance that balances affordability, clarity, and meaningful coverage for your household.
