MxMIndia

Tag: Amer Jaleel

  • SBI Life is one of the largest Life Insurance players in the category

    SBI Life appoints Mullen Lintas & Mindshare

    By A Correspondent

     

    SBI Life in its effort to establish a deeper connect with its consumers has appointed Mullen Lintas as creative agency and Mindshare as its media agency, following a closely contested multi agency pitch.

     

    Ravindra Sharma

    Said Ravindra Sharma, SVP & Chief of Brand & Corporate Communication, SBI Life: “In today’s landscape where new marketing tools and techniques are launched every other day, staying imprinted on the minds of consumers is a continuous challenge. As a brand SBI Life is building a culture to connect with consumers emotional motivations, which are deep-rooted in their need for protection. In this context the strategic thought process and approach presented by Mullen Lintas and Mindshare aligned with our brand ethos reinforcing our confidence to bring them on board.” He further added. “We look forward to see both agencies jointly deliver on developing a unique refreshed communication for SBI Life, which will create a deeper emotional connect with our consumers”.

     

    Amer Jaleel

    Said Amer Jaleel, Chairman at Mullen Lintas: “The (SBI Life) brand has created some really memorable work in the past which we hope we can build on to take the brand higher. I am personally excited at coming back into the life insurance space again. I have a lot of fond memories of working at Lowe with Balki on the category and am really excited for this new journey,”

     

     

    Prasanth Kumar

    Commenting on the win, Prasanth Kumar, CEO, Mindshare, South Asia, MENA and Africa noted: “Being one of our esteemed client partners, this is a joyous moment for us that SBI Life is continuing our relationship. We appreciate the renewed opportunity by SBI Life as we now look forward to strengthening our delivery across brand strategy coupled with insightful data, engaging content and innovations to contribute to the brand’s success.”

     

     

  • The film draws our attention to the unpleasant reality currently plaguing our nation

    Bajaj Avenger takes a brave stand in latest Independence Day film

    By A Correspondent

     

    Bajaj Avenger’s new Independence Day film touches on a highly relevant issue that concerns all of us – indiscriminate use of plastic.

     

    Last year the brand had presented a glimpse of a utopian India – where women of the nation are truly free and liberated. This year it draws our attention to the unpleasant reality currently plaguing our nation.

     

    Said Narayan Sundararaman, Vice president – Marketing, Bajaj Auto: “Avenger stands for liberation. We felt we could offer a reality check to the nation on a day that stands for liberation, urging citizens to live the essence of Independence Day by taking steps to free India from plastic pollution”

     

    Added Amer Jaleel, Chairman & CCO, Mullen Lintas: “Last year we created what turned out to be a memorable piece of content on Independence Day with a quote by Gandhiji and point of view on how a woman feels about liberation. In our heads, Avenger owns the liberation space and we have to have a take on August 15. This year we are back with a comment on what it means to have true patriotism in your heart aptly called #NoPlasticPatriotism”

     

     

  • NoMarksis all set to promote its #CheherePeSirfShaanNoNishaan philosophy

    Bajaj NoMarks revamps identity with emphasis on Ayurveda

    By A Correspondent

     

    Bajaj Corp is set to unveil a new identity for its popular brand, Bajaj NoMarks. The restage is anchored on a new packaging along with an all-new consumer proposition supported by a campaign. With emphasis on Ayurveda, the brand has transformed itself through a differentiated packaging and brand philosophy of #CheherePeSirfShaanNoNishaan. The near-two-decade-old brand will see Mullen Lintas’s launch a TVC campaign with brand ambassador Tapsee Pannu.

     

    Commenting on the core idea behind the rebranding, Sandeep Verma, President Sales & Marketing, Bajaj Corp said, “Ayurveda is becoming a way of life for the present generation of highly aware consumers. Our endeavour is to connect with this audience in a differentiated manner. So we decided to restage NoMarks as a modern Ayurvedic brand. New packaging was a key element of the mix to strongly communicate this change.”

     

    Reflecting his views on the relaunch, Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas said: “NoMarks is a very sharply positioned face brand. The relaunch brings alive the new product range, contemporary packaging and the expert promise of the brand. We’ve played with interesting modern day insight that drives the expert message in an entertaining new way.”

     

     

  • The account will be managed by the agency's Mumbai office who will be responsible for strategizing, planning and execution of the campaigns

    Mullen Lintas wins Bajaj Discover account

    By A Correspondent

     

    Leading two-wheeler brand Bajaj Auto has appointed Mullen Lintas to handle the creative duties for its motorcycle brand Discover in India. This will be the second Bajaj account win for the agency, after Bajaj Avenger, which is also part of their current client portfolio.

     

    Mullen Lintas bagged the account following a competitive multi-agency pitch that saw participation from some of the leading advertising agencies in India.

     

    Said Sumeet Narang, Vice President – Marketing, Bajaj Auto: “Discover competes in the core commuter segment of prestige 100 and 125cc bikes. The segment is very competitive and marked with different brands offering value, practicality, familiarity or prestige.  Discover differentiates itself from all other brands by promising an energised riding experience that rejuvenates life. Presenting this promise in a customer relevant and insightful communication is very critical.”

     

    Commenting on the win, Virat Tandon, CEO, Mullen Lintas said: “Discover is a very important part of the Bajaj Auto portfolio and we are absolutely thrilled to be awarded this business by client. The challenge is to rekindle the love and the following that Discover has had in the past and to grow it multi-fold. It’s going to be a fun ride.”

     

    It may be recalled that Bajaj Discover was handled by Lintas for many years in the past and Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas had worked on the brand extensively then.

     

    Said Jaleel: “With the Discover win both of my favourite Bajaj brands (while at Lowe Lintas), that is Discover and Avenger are now back in the fold, so to speak. We have a very interesting brand promise on Bajaj Discover and we are excited by the challenge of this segment and happy to be on board with such encouraging and respectful partners as Bajaj.”

     

     

  • Mullen Lintas Mumbai will also provide strategic recommendations and creative ideas for the digital and social space

    Mullen Lintas Mumbai wins creative business of Motlilal Oswal

    By A Correspondent

     

    Leading financial services firm Motilal Oswal Financial Services has appointed Mullen Lintas Mumbai as its creative agency. The agency was chosen after a multi-agency pitch.

     

    As part of the mandate, apart from delivering solutions on conventional mediums like TV, Print, Radio and OOH, Mullen Lintas Mumbai will also provide strategic recommendations and creative ideas for the digital and social space.

     

    Ramnik Chhabra

    Commenting on the appointment, Ramnik Chhabra, Marketing Director, Motilal Oswal said: “Mullen Lintas managed to creatively interpret our communication brief with simplicity and impact. Important parameters while communicating in a category with low penetration and awareness.”

     

    The win marks Mullen Lintas’ foray into the financial services sector. Launched about a year-and-a-half ago in India, the agency has been having a brilliant run over the past few months with multiple new business wins across key markets of Mumbai, Delhi and Bangalore. This win marks another important milestone for the agency in the current financial quarter after it recently won the new business mandate of Tata CliQ and Too Yumm!

     

    Amer Jaleel

    Speaking of the win, Amer Jaleel, Chairman & CCO, Mullen Lintas said: “Motilal Oswal is a large enterprise that’s founded on strong principles. And the simplicity with which they approach financial services is quite impressive. When we met the people behind this inspiring organisation we were really thrilled by their childlike enthusiasm towards the advertising idea that we had proposed. Their reaction and response pretty much sums up our campaign premise. You’ll soon get to see some really clutter breaking work.”

     

     

    Virat Tandon

    Expressing his views on the win, Virat Tandon, CEO, Mullen Lintas said: “Everyone knows that Motilal Oswal are the best at what they do – making money for their clients. But, what we also realised in the pitch process was that they are also very good at understanding and buying good creative work. Their brief was very clear and I guess we gave them an idea that they believe will make money for them. We are very excited on winning this mandate.”

     

  • Mullen Lintas was chosen after a multi-agency pitch that saw the participation of six agencies across India

    Mullen Lintas wins integrated mandate of Too Yumm!

    By A Correspondent

     

    The RP-Sanjiv Goenka Group recently announced its foray into the FMCG space with Guiltfree Industries Ltd. The launch has been kicked off with the unveiling of its packaged foods brand – Too Yumm! for which Guiltfree Industries Ltd has appointed Mullen Lintas Mumbai as its creative agency. Mullen Lintas was chosen after a multi-agency pitch that saw the participation of six agencies across India.

     

    The Too Yumm! mandate includes strategic and creative duties for a high impact launch across markets for digital and mainline. Interestingly, the brand name Too Yumm! was proposed by the agency. Though not a part of the pitch brief, the agency presented the name as part of the pitch deck and that found unanimous appeal with the team at the client’s end.

     

    On appointing Mullen Lintas as the creative agency, Suhail Sameer, President Business Development & Growth, Guiltfree Industries said: “We met multiple big creative marketing agencies to help us in our brand and product launches. While all of them had their strengths, we loved the creative and strategic thinking which Mullen Lintas brought to the table. Also their solution orientation and proactive approach, critical for the tight timelines we are working under stood apart. We are extremely happy with their support on Too Yumm! so far.”

     

    Commenting on the win, Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas said: “It’s an exciting win for Mullen Lintas. It’s not often, especially in FMCG that one gets to work with a client right from the formation of a company on its very first brand- a brand we have literally birthed from the name itself. It’s been wonderful working closely with Sanjiv Goenka and the leadership team in bringing this brand to life.”

     

    Said Virat Tandon, Chief Executive Officer, Mullen Lintas: “Too Yumm! from RP- Sanjiv Goenka Group is a very special win for a couple of reasons. Firstly, they are a very ambitious client and that puts good pressure on all of us to do some really stand-out work. Secondly, they are very open to experimentation and that’s always such a welcome thing for agencies. Last but not the least, this is an integrated mandate for us. This close partnership amongst creative, media, PR and activation is really important at this early stage of brand creation as we try to define what this brand is and how it engages with its audience.”

     

  • Minister for Women and Child Development Maneka Gandhi to launch campaign at Goafest 2017

    Havas team wins award for violence against women campaign

    By A Correspondent

    Shilpa Chaudhary and Ayushi Rastogi of Havas, New Delhi are recipients of the first ever all-industry initiative set up The Advertising Club and the Advertising Agencies Association of India (AAAI) towards a multimedia campaign aimed at mitigating gender violence. The winning campaign will be funded for production by the Ad Club and AAAi and launched by Union Minister for Women and Child Development Maneka Gandhi on April 7 at Goafest.

    Declaring the result, Ramesh Narayan Chairman Awards Governing Council said: “I am very proud to be a part of an industry that cares for good causes. Raj Nayak President TAC, Nakul Chopra President AAAI and Ashish Bhasin spontaneously agreed to back the first-ever industry initiative to use its creative talent and media linkages to identify, produce and run a communications campaign that would attempt to mitigate violence against women. FCB Ulka created the Call for Entries campaign and GroupM ran the campaign that attracted entries from almost all the major Indian Agencies. They will also be helping to run the winning campaign across media. This is one of the finest moments for our industry. Communication as a force for good will be on display A great jury chaired by Amer Jameel,  Chairman and CCO, Mullen Lintas judged the campaign and unanimously selected the entry sent by Shilpa and Ayushi of Havas. The campaign is being produced now”.

    Said Jaleel: “Seven crackerjack, sharp and very opinionated minds in a room who happened to be women, minefield! They however came away reconnecting with some old pals and making new ones. Right off the block we decided this wasn’t an ‘awards’ jury. We acted like clients on behalf of the AAAI and Ad Club, since we were picking a campaign to run. The most valuable ‘thought’ won over craft and execution, making it a new and refreshing experience. Big congrats to the Havas Team for the stellar campaign idea!”

    The other members of the jury were Tista Sen (NCD, JWT India), Malvika Mehra (Founder, Tomorrow Creative Lab), Priti Nair (Director, curry-nation), Anita Verma (Director, Digital Driftwood), Dr A.L.Sharada (Director, Population First), Rajni Menon (President, Carat India) and Vibha Bakshi (V2 Film & Design).

  • A1 is the first flagship model under #Selfistan and will be followed by the launch of other models under the same umbrella

    Gionee looks to make a mark with #Selfiestan

    By A Correspondent

     

    Mullen Lintas Delhi has developed an idea called “#Selfiestan” for Gioneeto differentiate Gionee A1 from any comparison in the world of selfies.

     

    Speaking on the launch of the campaign, Arvind R Vohra, Managing Director and Country Head, GioneeIndia said: “The Gionee A1 is the new language of fun, laughter and sharing. As we launch the new device in India, we want to offer a new expression to young users today. #Selfiestan is the embodiment of a world where people can express themselves freely and showcase their love for selfies. We at Gionee India are proud to bring our own version of selfies to India with the #Selfiestan campaign. The film reflects the unique concept perfectly.”

     

    The campaign stars Alia Bhatt, one of the brand ambassadors of Gionee. Mullen Lintas Delhi has designed the campaign to leverage the uniqueness of the content. Given that it’s a new launch of the phone, the campaign starts with a teaser on Outdoors and TV and is backed by aggressive drive across Print, Digital, Radio and Activation as well.

     

    Highlighting the creative thought process behind the campaign, Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas said: “Our belief in Gionee being a huge, centre of the market brand, led us to strategise towards not just feature-led smartphones, but towards having a POV. So while other brands are still saying why they are good for Selfies, Gionee chooses to take the larger platform, that of owning the world of Selfies, which we branded as #Selfiestan. It is the equivalent of Lennon’s ‘Imagine’ anthem for today”.

     

  • While Iyer will be Chairman & CCO, Raj Gupta has been appointed CEO

    MullenLoweLintas Group elevates Arun Iyer & Raj Gupta

    By A Correspondent

     

    The MullenLoweLintas Group has announced a new leadership structure for its flagship agency Lowe Lintas. Arun Iyer, Chief Creative Officer, Lowe Lintas will operate as Chairman & Chief Creative Officer of the agency. Partnering him will be Lintas veteran Raj Gupta, currently President and Mumbai office Head, Lowe Lintas who will operate as CEO of the agency. Both these appointments, a communique noted, were to be effective from April 1, 2017.

     

    Commenting on the elevations, Joseph George (Joe), Group Chairman & CEO, MullenLoweLintas Group said: “Given Lowe Lintas’ consistent brilliant performance over the past four-five years, I feel the time is just right to leverage on this momentum and shift gears. But to do so, we need a dedicated and fully empowered leadership. I have worked long and closely with both – individually and as a team; and I can without a shred of doubt say that Arun and Raj are best placed in experience, expertise and energy to fulfil Lowe Lintas’ business, effectiveness and creative ambitions going forward.”

     

    MullenLoweLintas Group (MLLG) in India is group of 8 agencies. These include two creative agencies – Lowe Lintas and Mullen Lintas and another six agencies offering PR, Digital, Activation, Design, Consulting and Video Content respectively.

     

    Arun Iyer

    It may be recalled that when Mullen Lintas was launched in mid-2015, Amer Jaleel and ViratTandon were handpicked from within the company to lead Mullen Lintas as Chairman & CCO and CEO respectively. Said George: “Arun Iyer and Raj Gupta at Lowe Lintas and Amer Jaleel and Virat Tandon at Mullen Lintas. All four top-draw talent and all four homegrown leaders. I could not be any happier and proud about this institution called Lintas.”

     

    Said Iyer on the elevation: “Over the last few years, we have really worked hard to build our reputation as India’s most effective agency on the back of breakthrough creative solutions. Nothing gives us more joy than our brands succeeding in the market. It is with this intent that we are getting ready for the future and the plan is to ensure we have the most contemporary hyper-bundled offering in the industry. This is a huge responsibility, but we are both excited and clear on what we need to be doing going forward.”

     

    Raj Gupta

    Commenting on his appointment, Gupta said: “This new role is both a privilege and a huge opportunity. Privilege for obvious reasons, but opportunity, because Lowe Lintas is probably at its best in almost a decade, thereby allowing us to re-purpose ourselves for the future with our confidence and self-belief at its peak. Great brands have a purpose that never stops unfolding and with our determination to make Lowe Lintas truly hyper-bundled, we will now have so many more ways to tell our brand stories.”

     

  • Day 2 of 3 of our Effies interviews: Subramanyeswar S, Arun Iyer and Amer Jaleel

    Winning, the MullenLowe Lintas way

     

    Continuing with our interviews with Effies interviews, on Day 2 (of three), we bring you interviews with Subramanyeswar S, Arun Iyer and Amer Jaleel

     

    Subramanyeswar S, National Planning Director – Lowe Lintas India:

    Winning effectiveness and strategy awards:

    Yes, and we are very happy to be there. It’s not just one grand moment for us, it’s the culmination of year-long efforts at various award shows and where we had done consistently well, fantastically well everywhere and something which I would  like to say is that it’s like a game of pole vault. In Olympics when you see the game of pole vault, the idea is not about how fast I run or how deep I have dug into. The question is how high have I jumped and once you do that keep raising the bar and keep jumping again and again and we hate coming second best.

     

    Planning for the awards:

    Planning in the sense of culture, it’s a culture that we have consciously built over many years and at MullenLowe you see that it’s a collective fund of intelligence between creative, planning, account management and the client where everybody comes together and this culture we have consciously built. A culture which actually breeds damn good ideas, ideas that actually win in the marketplace and become effective.

     

    What’s most important for you: planning, creative or strategy?

    It’s not about which is more important. Collectively together. Everything needs to come together into the play. You can’t say if batting is more important or bowling is more important or fielding more important? Everything has to come together. Of course there are times when one plays lot more than other but in the end it’s the collective fund of intelligence of all of us together and we thoroughly enjoy it amongst us and because I am a part of the system I know it, you always feel that energy and that momentum keeps us making it do again and again and we don’t get tired.

     

    Arun Iyer, CCO, Lowe Lintas

    If you have to list the takeouts from this years Effies in terms of winning, what would it be?

    My biggest takeout is the fact that there are a lot more agencies which are actually in the game now and that is a very positive thing for our business. It’s a good thing that other agencies are really doing well in terms of campaigns. That’s my biggest takeout.

     

    Any regrets of not bagging the Grand Effie?

    No real regret but yes it’s actually motivating to make sure that next year we also need to get the Grand Effie and make sure we have a campaign that does that well.

     

    We have noticed in various awards that most of clients are traditional clients of the agencies. There are very few new clients. Does that mean the newer, younger clients are not experimenting enough?

    Not true because even if you see our list of winners, we have won big on Unilever but we have won enough on new e-commerce clients. We won on Byju’s, we won on Hike, we won on Freecharge. so there is a bunch of new e-commerce clients that we have won on as well. One of the things that we have managed well is the balance between old,  seasoned marketers and fairly new marketers. I don’t think it’s about the marketers and the muscle that they have. It’s just about what you do for them.

     

    Any fresh thinking on participating in the creative award?

    Not really unless it dramatically changes because for us it’s really important that what it did in the market place not because we have an opinion on the creative awards, it’s only because that’s the approach we take to our work. While we are thinking about creative, we are trying to push creative boundaries but it’s not pushing creative boundaries for ourselves. It’s pushing creative boundaries for the clients.

     

    So the standpoint doesn’t change after Balki’s moved on?

    This is a question I am asked very often. It’s just that Balki planned this very well. He has not been there on day-to-day basis for sometime now and it’s a culture we all believe in otherwise we wouldn’t be spending this kind of time in the agency if we didn’t believe in the culture. It was a culture that was introduced in the agency by Balki but it’s a culture we all believed in and I’ve lived it and we breathe that culture.

     

    Plans for next year:

    I am taking away a lot of learning. I am taking away learning like conventional media is not enough, we have got to do more stuff. So those are interesting learnings that I am taking back from a lot of the work that I saw. Some of the work that has won is the work that I personally liked very much. So I think there are a lot of learnings at an individual level which I am going to take back and hopefully translate it to the agency.

     

    Amer Jaleel, Chairman & CCO – Mullen Lintas

     

    Winning has become a habit for Lowe Lintas group at the Effies. Third time in four years…

    For me personally the journey that we have started a new agency and we did a little bit of contribution this time to the MullenLowe group but I am very very excited that the work that we did on Bajaj Avenger sort of stood out and won some points for us. Next year, please watch out for us.

     

    Is there some healthy competition between you and your older sibling?

    Healthy, yes but we are not at this moment really competing but I’d like to say that we want to be a parallel agency. We have come with this objective of being a competitor not just to MullenLowe group but to the big networks, Ogilvy, JWT, to McCann of this world and we want to be that agency that makes a difference at the Effies hopefully in time to come as an agency on its own.

     

    Agencies like Pickle which were merged to form Mullen Lintas did participate in creative awards…

    I have a view on this and I want to say that whether it’s the Abby or any other awards I have always said that I would like the criteria to have a bit of contemporary input from the agencies and the thinking of today. As far as Abby considers the input from the people of today, the people who make the advertising today, if they are willing to consider the inputs of today then I don’t mind being a part of Abby

     

    What about your clients? How have they contributed to the success at Effies?

    Let’s take a case in point. Let’s take Bajaj brotherhood, such a huge and differentiated piece of work. We cannot pull it off without having our clients believe in the piece of work. So big big contribution.

     

    A word on Bajaj Auto. Other than Avenger, its Bajaj V campaign has also won great accolades. We’ve heard it from the folks at Leo but what is it that makes Bajaj a dramatically different client than others?

    I’ve been doing work with Bajaj for the last twelve or thirteen years and I think how they look at their brand, for example Avenger, you could say it’s a narrowly focused brand but in that narrow focus they work with the agency to make such a strong and incisive to the kind of audience they are talking about. If you look at the work for V, if you look at the work for Avenger, the work is so different and so incisive and so pointed towards the kind of audience that makes them of the leading clients today.

     

  • The creative mandate would be led by the Mumbai office of Mullen Lintas

    Mullen Lintas wins creative duties of Bajaj Almond Drop Hair Oil & No Marks cream

    By A Correspondent

     

    Mullen Lintas has won the creative responsibilities for all the brands of Bajaj Corp. The agency would be providing its core expertise to Almond Drops Hair Oil, Amla Oil, Jasmine Oil, Brahmi Amla Oil, No Marks cream, Kailash Parbat Oil and other upcoming brands.

     

    The creative mandate would be led by the Mumbai office of Mullen Lintas where the agency’s task would be to work very closely with the client and play an integral part in the planning & creation of integrated marketing campaigns for all the brands owned by Bajaj Corp. The agency will provide strategic recommendations pertaining to the marketing and promotion of several brands of Bajaj Corp and will provide ideas that go well beyond conventional advertising.

     

    Commenting on the win, Sandeep Verma – President-Sales & Marketing, Bajaj Corp said, “We are delighted to be entering into a partnership with Mullen Lintas as the creative agency on our brands. As Bajaj Corp Ltd. embarks on its journey to revitalise some of its legacy brands like Almond Drops, the market leader in Light Hair Oil category and build some newly acquired brands like No Marks, we are looking to develop impactful content which can communicate the brand proposition very clearly in an integrated manner. And we believe that the Mullen Lintas team, with its keen experience in FMCG brand development and proven creative success, can help us in realising our ambition to create such strong and powerful brands which are truly loved by our consumers.”

     

    On winning the new business mandate, Virat Tandon, CEO, Mullen Lintas said, “It’s great to be associated with a legacy company like Bajaj Corp Ltd. who havecreated some large brands over the past eight decades. All of their brands are built on meaningful propositions and offer great value to the consumer. Our task is to provide these brands with the fuel for greater success and launch new ones. We are very excited about the future of this partnership.”

     

    Adding his views on the win, Amer Jaleel, Chairman and CCO, Mullen Lintas said, “We are thrilled to offer our creative expertise to a flagship FMCG company like Bajaj Corp Ltd. Their brands have a solid presence in the market and are already very well known to the consumer.  We see fantastic possibilities to earn more love from the consumers for these great brands.”

     

  • The agency was appointed after a multi-agency pitch

    Cleartrip taps Mullen Lintas to drive its creative duties

    By A Correspondent

     

    Leading online travel company, Cleartrip has roped in Mullen Lintas to handle its creative duties. The agency was appointed after a multi-agency pitch and was chosen for presenting a communications strategy that was forward-looking and in line with the expectations of the company.

     

    The creative responsibility will be handled by the Bangalore office of Mullen Lintas.

     

    On appointing a new creative partner, Subramanya Sharma – CMO, Cleartrip said: “Consumers love us for the simple and superlative user experience, and we were looking for a partner to nurture and grow that. Mullen Lintas impressed us with deep consumer insights that they brought to the table, and complemented it with simple and crisp messaging. Also, their understanding of the underlying media ROI immensely helps performance oriented brands like ours get better returns for every dollar spent. As Cleartrip completes 10 years, we are excited to partner with Mullen Lintas and help take the brand to a mobile leadership position in the categories of travel & local.”

     

    On winning the new business mandate, Amer Jaleel, Chairman & Chief Creative Officer, Mullen Lintas said: “There was a twinkling of eyes and rubbing of palms and ping-pong of ideas right from the first conversation we had with Cleartrip that somehow told both sides that this was right. The effervescence was two-sided and the energy two-fold, evident in every facet of the partnership we have with Cleartrip.”

     

    Adding his views on the win, Virat Tandon, CEO, Mullen Lintas said, “Cleartrip is one of the pioneering digital brands of India. Over the years, they have been the first to bring innovations to the online travel business and provide a hassle-free experience to customers. We are very excited to partner Cleartrip and build a strong brand for the future as the Indian traveller looks for richer experiences.”

     

    Cleartrip is having a good run via its mobile & online platform in India. It recently launched “Local” on its app in India. Local, with its segments— activities, eat out, events and fitness— will help the company scale up faster. Cleartrip is targeting this segment to make up 50 per cent of its total transactions in the next three years.

     

    Cleartrip’s core travel business also did well on mobile in the Q4 (2016) quarter – air was up 53 per cent compared with the first three months of 2015 with hotels up by 64 per cent.