MUMBAI: After multi-agency pitch process, online apparel retailer, Vox Pop Clothing has appointed Scarecrow Communications as its creative agency. Vox Pop was started by Siddharth Taparia, a graduate of Harvard, who was previously executive director and business head of licensing business for The Walt Disney Company.

Vox Pop Clothing has licensing agreements with Marvel and Walt Disney including Superman, Batman, Game of Thrones, Dexter and Star Trek. At present, all the merchandise available on the site is purely apparel, however, going forward there are plans to introduce flipflops, boxer shots, iPad covers, iPhone cases and other accessories. The fast growing brand uses TOI print, digital and strategic OOH in its communication mix.

Said Taparia, "We are really glad to collaborate with Scarecrow as a creative partner to build our business.  They are working with a shared vision and as marketing partners to grow and build our brand."

Said Scarecrow Communications founder director Raghu Bhat, “Vox Pop is incredibly exciting at 2 levels. At a product level, it’s a melting pot of trends, pop art, entertainment and cutting-edge design. At a communication level, it represents an opportunity to create a brand that truly symbolises ‘voice of people’. Like the Tweet shirt campaign where popular tweets appear on T-shirts. Where the product itself becomes the medium.”

Added  Scarecrow Communications founder director Manish Bhatt, “Vox Pop is an amazing business idea. And also, a fertile playground for our imagination. This brand underlines our ability to understand e-commerce as a category and have lots of fun with it.”