Scarecrow Communications campaign for Euro Innerwear cuts competition down to size

Euro, a range of fashion innerwear, has launched a new campaign in India with a view to reinvigorate its brand presence. Euro was launched to the market with a ‘Prepare to get assaulted’ campaign. The campaign was successful, but having run it for years, the brand team felt it was about time for a fresh approach.  

Developed by Scarecrow Communications, Mumbai – the new campaign introduces a new brand of humour in the segment. It stems from the insight that ‘size’ is a big thing for men.

The campaign, through a series of press ads and hoardings, asks men the million dollar question – ‘What’s your size?’ Shot exclusively in Prague by ace photographer Colston Julian, the ads feature international hunks posing in the buff, with their essentials covered with various funny props.

About this new campaign, Rajnish Agarwal, President, Brand Promotion, Rupa & Co said “Euro is another success story from the house of Rupa. The earlier positioning ‘prepared to get assulted’ 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.”  

Kapil Tammal, Sr. Creative Director, Scarecrow adds, “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 realize 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.”

Sarvesh Raikar, Creative Director, Scarecrow adds, “The campaign is cheeky, playful and clutter-cutting. An absolute fresh take, powered with a line, which, we think, will strike a chord with today’s youth and work its way into coffee-shop conversations and friendly banter”.

Manish Bhatt, Founder Director, Scarecrow adds, “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.”

Creative Team: Manish Bhatt, Raghu Bhat, Kapil Tammal, Sarvesh Raikar, Ankit Dembla, Sushant Dharwadkar.