Religare, one of India’s leading broking networks, wanted to build strong brand recall for its broking business. Scarecrow created a highly entertaining film that stood out. The film was shot on the outskirts of Jaisalmer. It later became one of the most recalled ads of the year in a Rediff.com survey.
The film, called ‘Archery’, used humour to deliver a serious message. It played on the saying, “better to be safe than sorry.” The story was set at an archery contest in Jaisalmer. It showed an elderly tribesman who clearly looked unfit for the task. This created a funny and unexpected situation.
The campaign aimed to highlight the importance of choosing a large and trusted broking firm. Religare had strong facts to support its scale. However, presenting only facts would have made the campaign dull. So, Scarecrow chose a metaphorical story instead. The team used strong casting, engaging music, and an exotic location to make the film interesting.
At that time, the broking category was very competitive. There were many small and big players in the market. The agency wanted people to think carefully before making a choice. Since money was involved, it was a serious decision. The campaign encouraged people to trust a well-established brand like Religare.
This was Religare’s first large and focused campaign for its broking business. Along with the TVC, the campaign also included nine print ads. Together, they helped build recall and strengthen the brand’s position.