MUMBAI: Online grocery retailer, Localbanya.com, has appointed Scarecrow Communications as its creative agency. The account moved after a two month long multi-agency pitch.

Localbanya was started by Karan Mehrotra, Amit Naik and Rashi Choudhary with an aim to combine the warmth and familiarity of a local grocery store with the convenience and competitive pricing of an e-commerce market place. LocalBanya.com has raised its first level of funding from the Karmvir Avant Group and BCCL’s Springboard fund. Currently Localbanya delivers within Mumbai up to Vashi, Thane and Borivali but has plans to expand to 8-10 cities within two to three years.

Referring to the association with Scarecrow, Mehrotra said, “We are confident that the team over at Scarecrow understand the unique nature of LocalBanya's business model and will be able to develop and execute a communication strategy that will enable us to grow in this new & exciting segment. We are excited to share our passion and vision with them to take brand LocalBanya to the next level.”

Said Scarecrow Communications founder director Raghu Bhat, “Localbanya is an irreverent Indian brand that is seeking to transform the way Indians shop for groceries. We are happy to associate with him at such an early stage of his ambition and help him find a parking place in the hearts of Indian housewives.”

Added Scarecrow Communications founder director Manish Bhatt, “Our honeymoon with e-commerce brands continues with Localbanya. A highly disruptive name, we hope to create irreverent communication that makes women shop and also creates a buzz on social media."