MxMIndia

Tag: GV Krishnan

  • The multi-platform digital campaign addresses the issue of gender inequality through the dialect of fashion

    Aditya Birla Fashion’s ‘People’ unveils inaugural brand campaign

    By A Correspondent

     

    Fashion brand Poeple from Aditya Birla Fashion and Retail Ltd. has launched its #LetsBePeopleFirst campaign as a part of the larger theme #WhyNot. The new campaign takes the route of gender inequality prevailing in society and calls out the Indian millennial to go beyond the stereotypes that have been established.

     

    Commenting on the campaign launch. Sooraj Bhat, CEO-Fast Fashion,  Aditya Birla Fashion and Retail Ltd said: “At People, we believe we exist to enable the consumers to explore their identity and style. We felt we needed to launch this brand with a strong thought and Famous Innovations came up with the idea of ‘Why Not?’ because that’s a question on every young consumer’s mind in terms of following stereotypical rules. With ‘Why Not’ a specific theme of gender equality emerged and ended with the line, ‘Let’s Be People First’.

     

    Added GV Krishnan, Famous Innovations: “People has a very distinctive merchandise for the youth. With the idea ‘Why Not?’ we seek to give voice to the youth who are actively questioning societal stereotypes. This year we take gender stereotypes head on with the Campaign ‘Let’s be People First’ urging everyone to put an end to gender biases that plague us today.”

     

     

  • The multi-platform digital campaign addresses the issue of gender inequality through the dialect of fashion

    Aditya Birla Fashion and People unveil digital brand campaign

    By A Correspondent

     

    People, the youth fashion brand from Aditya Birla Fashion and Retail unveiled its #LetsBePeopleFirst campaign as a part of the larger theme #WhyNot.

     

    Said Sooraj Bhat, CEO-Fast Fashion, Aditya Birla Fashion and Retail: “At People, we believe we exist to enable the consumers to explore their identity and style. We felt we needed to launch this brand with a strong thought and Famous Innovations came up with the idea of ‘Why Not?’ because that’s a question on every young consumer’s mind in terms of following stereotypical rules.”

     

    Added GV Krishnan of Famous Innovations: “People has a very distinctive merchandise for the youth. With the idea ‘Why Not?’ we seek to give voice to the youth who are actively questioning societal stereotypes. This year we take gender stereotypes head on with the Campaign ‘Let’s be People First’ urging everyone to put an end to gender biases that plague us today.”

     

     

  • It offers services under Fibernet, Digital TV & HD TV and has a subscriber base of 1 million plus customers

    Lowe Lintas Blr is ACT Fibernet’s creative agency

    By A Correspondent

     

    Leading Internet Service Provider, ACT Fibernet has appointed Lowe Lintas Bangalore as its creative agency. The agency has been mandated to offer integrated creative solutions to promote the company’s popular Fibernet & Digital TV offering.

     

    Bala Malladi

    ACT Fibernet is among the leading internet service providers and is also the first company in India to offer broadband through Fiber optics technology. It offers services under Fibernet, Digital TV & HD TV and has a subscriber base of 1 million plus customers.

     

    Commenting on the appointment, Bala Malladi, CEO, ACT Fibernet said, “As ACT is moving towards a journey of becoming a national brand in the broadband space, it is important to partner with the agency who shares its vision. ACT is looking forward to its partnership with Lowe Lintas Bangalore to add value to the brand in taking it to the top and building a strong emotional connect with its customers.”

     

    GV Krishnan

    GV Krishnan, President, Lowe Lintas Bangalore commented: “In markets where they operate, ACT already has a cult following that thrives on its fast internet connectivity. Today, as they foray into newer markets across the country, we are extremely proud to be their communications partner. We are looking forward to doing some effective and famous work.”

     

    ACT is headquartered in Bangalore and is spread across several towns and cities of Karnataka, Andhra Pradesh & Tamil Nadu. Pioneers in Fiber-To-The-Home technology in India, ACT provides broadband on Optic Fiber, designed to carry vast amount of Information at speed ranging from 1 Mbps to 1 Gbps. ACT is currently the 4th largest ISP In the wired broadband category and the largest non-telco ISP in the country.

     

  • The agency was appointed after a multi-agency pitch that was held in Bangalore recently

    Lowe Lintas Blr wins mandate of TVS Sport

    By A Correspondent

     

    Leading two-wheeler auto major TVS Motor Company has appointed Lowe Lintas Bangalore to handle the creative mandate of its popular brand TVS Sport. The agency was appointed after a multi-agency pitch that was held in Bangalore recently.

     

    TVS Sport is a leading commuter brand in the TVS portfolio and has been witnessing promising growth over the years. The brand has grown at a CAGR of 5% since 2010 and is currently at 12K MA with a 3.4 per cent market share YTD 2015-16. In the current market scenario, the product differentiates itself from competition by giving consumer a great mileage that is derivative of a long-life Duralife engine and which comes at an affordable price. To popularize its many offerings, the brand has been leaning on Virat Kohli who is the brand ambassador for TVS Sport. The mandate for Lowe Lintas Bangalore would be to continue rendering the promise of TVS Sport being a popular and affordable choice for consumers.

     

    Arun Siddharth

    Commenting on the creative partnership, Arun Siddharth, Head – Motorcycle Marketing TVS Motor Company said, “TVS Sport is one of the most important commuter brands in the TVS Motor Company motorcycle portfolio. With more than 2 million proud consumers, it is our endeavor that TVS Sport is the brand that consumers in the segment love and identify with. Based on the work received from the multi-agency pitch, we found Lowe Lintas Bangalore’s ideation and planning effort along with strong yet grounded team to be a perfect fit for the job at hand. We look forward to putting out meaningful creative work that will spur consumer interest and affiliation towards our popular offering TVS Sport.”

     

    GV Krishnan

    Already an established entity, TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the top ten in the world, with annual revenue of more than Rs. 10,131 crore in 2014-15 (around USD 1.6 billion). It is the flagship company of the USD 7.29 billion (in 2013-14) TVS Group. The company has a production capacity of 3 million 2-wheelers & 1.2 Lakh 3-wheelers a year. TVS Motor Company Ltd (TVS Motor), member of the TVS group, is the largest company of the group in terms of size and turnover.Sharing his views on the winning the mandate, GV Krishnan, President – Lowe Lintas Bangalore said, “Unquestionable category expertise, great lineage and impeccable values; TVS is that perfect partner that brings out the best from an agency like Lowe Lintas. Our task would be to create brand love and get TVS Sport to be most preferred brand in a category that is crowded and where the consumer is extremely discerning and knowledgeable. We’ve already got the best minds in our agency start work on the brand and we’ll stop at nothing but magic.”

     

    TVS Motor Company has recorded a healthy growth trend in recent months. Total two-wheeler sales of the company increased from 215,244 units in the month of August 2014 to 216,781 units in the month of August 2015. Furthermore, domestic two-wheeler sales for the month of August 2015 stood at 183,653 units against 188,129 units in the month of August 2014.

     

    With steady growth, expansion and diversification, TVS commands a strong presence in manufacturing of two-wheelers and auto components. It also has vibrant businesses in the distribution of heavy commercial vehicles, passenger cars, finance and insurance.

     

  • Asks consumers to create their own gang on hike with the tagline 'Got a Gang? Get on Hike'

    Hike unveils biggest ever brand campaign

    By A Correspondent

     

    Hike messenger, one of India’s fastest growing Internet companies, announced the launch of their biggest ever brand campaign that aims to reach around 200 million consumers. The brand campaign rollout comes on the back of the launch of biggest ever productupdate, hike 4.0, which is 5X faster and loaded with over 10 new features.

     

    The campaign with its tag line ‘Got a Gang? Get on hike’ aims at showcasing the ‘World of hike’ by bringing alive groups of friends and asks consumers to create their own gang on hike and experience the fun & spice that the product features can bring to their social conversations.

     

    The 18-week long campaign that runs across TV, print, digital, radio and outdoor will showcase new features like ‘Sticker Suggestions, Free Calling, Group Chats with over 500 people, Multi-type file transfer up to 100 MB, enhanced privacy options, photo filters &doodles and much more. Each product feature & its benefit are brought alive by a different group of friends shown in different situations, with a storyline that makes the campaign fun to watch.

     

    Speaking about the campaign, KavinBharti Mittal, Founder and CEO, hike messenger, said, “”Got a gang? Get on hike. Succinct and clear. Our goal with this campaign is to highlight those quirky groups that you cherish so much in your life and how that world would be so different, better and more expressive in so many ways in the world of hike. This campaign truly brings out the all the great things about the latest version of hike, hike 4.0, which is a big step up from where we’ve been. We can’t wait for India to see it.”

     

    “The all-new hike, with its unique features, is an intelligent messenger in the world of instant messengers. Our campaign aims to bring alive the fun that these wonderful features can bring to social interactions and conversations. ‘Got a gang? Get on hike.’ is an inescapable invite from the world of hike to join in and have fun,” commented GV Krishnan, President – Lowe Lintas.

     

    To engage with consumers in India and make messaging more relevant hike also announced that along with the campaign, it will be releasing special sticker packs for all major festivals in India starting with Rakhi, thatfalls on the 29th of August. Consumers can access Rakhi sticker packs on the hike app, which is available for android users on the Google Play store and Apple users on the iOS App store.

     

  • With a turnover of over Rs 1,800 crores, the company is fast moving towards its aim of achieving the Rs 8,000 crore-mark over the next few years

    Lowe Hyd wins creative duties for Gold Drop, Gold Plus

    By A Correspondent

     

    Mahaveer Lohiya

    Lohiya Industries, a key player in the edible oil industry in Andhra Pradesh has appointed Lowe Lintas Hyderabad as its creative agency. The agency would be handling the creative responsibilities of one of Lohiya’s immensely popular offering – Gold Drop, and also Gold Plus – an economical variant.

     

    It was a multi-agency pitch where Lowe Lintas Hyderabad outclassed other participating agencies namely FCB Ulka Bangalore, Chlorophyll Mumbai, and Burgundy Communications.

     

    On appointing Lowe Lintas Hyderabad as the creative agency, Mahaveer Lohiya, Managing Director, Lohiya Group said, “We have chosen Lowe Lintas Hyderabad for their in-depth understanding of the FMCG market, their ability to connect with the consumers at emotional and psychological levels and their highly vibrant creative team. I am sure that this association with Lowe Lintas Hyderabad will help us connect with our customers more intensely.”

     

    One of the key players in the edible oil industry since 1987, Lohiya Industries, the flagship company of the Lohiya Group, has firmly placed itself as the undisputed leader through its offering of world class products, across millions of customers in the country. With a turnover of over Rs 1,800 crores, the company is fast moving towards its aim of achieving the Rs 8,000 crore-mark over the next few years.

     

    GV Krishnan

    Commenting on bagging the new business, GV Krishnan, President – Lowe Lintas Bangalore said, “We are delighted to partner with the Lohiya Group – a household name in Andhra Pradesh. We admire the passion of the senior management team headed by Mahaveer Lohiya and the persistent focus on innovation and technology to provide the very best in product quality. This win adds another feather to our cap in Hyderabad that also handles key clients like Karvy Finance, Dr Reddy’s Laboratories etc.”

     

    Lohiya has been engaged in processing and packing refined sunflower oil under the brand name Gold Drop. Having experienced their outstanding quality from the very beginning, consumers have become large scale referrals, and in just a few years, have helped them reach the top slot in Andhra Pradesh. Not just in the domestic sector, but thousands of bulk consumers such as the retail sector, packaged food manufacturers, major hotels, eateries, and several others in the line have time and again demonstrated their brand loyalty.

     

  • The agency would be handling the creative mandate for popular brands including BSA, Hercules &Montra

    Lowe Lintas Chennai wins creative mandate of TI Cycles

    By A Correspondent

     

    Lowe Lintas Chennai has won the creative mandate of TI Cycles, one of the oldest and renowned Indian brands of cycles. The agency would be handling the creative mandate for popular brands including BSA, Hercules & Montra.

     

    TI Cycles is among pioneers of the Cycle category in India. Established in 1949, it has constantly come up with new trends in line with evolving consumer needs. With a vision to be the most preferred brand in fitness, recreation and personal mobility solutions, TI Cycles always strives to give customers not only a bicycle but a lifetime experience.

     

    Arun Alagappan

    Sharing his thoughts, Arun Alagappan, President, TI Cycles of India said, “We have appointed Lowe Lintas as our AoR for all our brands and are excited to start working with the team.Lowe Lintas brings proven strategic and integrated marketing expertise that will help us build a strong communications platform to deliver innovative creative work that will resonate with our customers and help us stand apart in the rapidly evolving marketplace.”

     

     

    GV Krishnan

    The immediate task for Lowe Lintas Chennai would be to provide a fresh impetus for BSA Ladybird, a cycle that’s been a favourite of the young female populace that own it. GV Krishnan, President, Lowe Lintas Bangalore said, “We are delighted to have been appointed as brand custodians by Chennai-based TI Cycles.Our immediate effort will be to give fresh impetus and emotional depth to BSA Ladybird, a cycle synonymous with the joy of growing-up years. Today’s tweens and teens are a huge consumer constituency and are unique in many ways. It will be a great experience to create communication that will appeal to this consumer segment.”

     

    Adding further he said, “Soon we will also work on other TI Cycles assets such as BSA Workouts and Track & Trail.”

     

    Rajesh Ramaswamy

    Sharing his views on the new project, Rajesh Ramaswamy, ECD, Lowe Lintas said: “Cycles were a not so cool thing some years back. Now cycles are a statement. It’s about being fit. Being environmentally conscious. It talks a lot about the person. His thinking. Unfortunately this is still not being portrayed in communication. It’s not a passing trend. It’s something that’s here to stay. Also even design wise, cycles are much more stylish now. Time we made some ads that are as cool.”

     

    TI Cycles of India, one of the leading bicycle manufacturers in India, is a part of INR 243 Billion Murugappa group. TI Cycles has been at the forefront of innovations and is a pioneer in the market of cycles.TI Cycles has plants at Chennai, Nasik and Noida, major warehouses at Guwahati, Durgapur, Patna and Cuttack and regional offices, through which it serves it nationwide 2500 plus dealer network.

     

  • The storyline of the TVC revolves around a couple on the brink of separation

    Urban Ladder plays the emotional game with ‘Brings You Closer’

    By A Correspondent

     

    Online furniture company Urban Ladder has unveiled a new brand campaign ‘Brings You Closer’.  The online furniture and home décor company’s first TVC went on air on 27th January’15.

     

    The storyline of the TVC revolves around a couple on the brink of separation. While the husband is packing up to move out, the wife points at the sofa in their living room and suggests he should take it because he bought it. The husband however insists she keeps it since she selected it. Just before the husband is about to leave, the couple wonders why they haven’t been able to sit together and talk about their problems. The film ends with the couple attempting a conversation on the very same sofa.

     

    Rajiv Srivatsa

    Expressing his views on the campaign, Rajiv Srivatsa, COO & Co-founder, Urban Ladder said, “Home is where people connect with each other, and furniture plays an important role in it. Furniture is no more just a functional element; it’s a representation of one’s identity and also of moments shared together with loved ones. Our brand campaign ‘brings you closer’ aims to highlight this warmth, and the emotional undertones that Urban Ladder adds to a home, with only a subtle product reference.”

     

    The campaign has been conceptualized by Lowe Lintas.  GV. Krishnan, Executive Director, Lowe Lintas said, “We saw a unique opportunity to differentiate and say an emotional story and this inspired us to conceive the idea – ‘Wonderful Things Happen in Beautiful Homes.” Rajesh Ramaswamy, Executive Creative Director said, “This was a very different creative experience, and we had to get the emotion and the pitch right for the script. It was really bold of the client to believe in a script that is not cliché.”

     

    Urban Ladder’s marketing and advertising initiatives were largely focused on the digital medium thus far. This is the first brand campaign that intends to explore other media channels such as television, radio, print and outdoor media to broaden its reach.

     

  • Urban Ladder is backed by top tier venture capital firms Steadview Capital, SAIF Partners and Kalaari Capital

    Lowe Lintas Bangalore wins Urban Ladder business

    By A Correspondent

     

    Online furniture company Urban Ladder has appointed Lowe Lintas Bangalore to handle its creative mandate in India. Lowe Lintas Bangalore will assist Urban Ladder in its aim of providing a curated destination for home solutions, to help the Urban Indian build well-furnished, beautiful homes.

     

    With over 1000 products and 25 categories such as wardrobes, sofas, beds, dining tables, storage shelves etc., Urban Ladder is India’s leading online furniture company. At present, Urban Ladder has a strong network in seven cities in India including Bangalore, Mumbai, Delhi/NCR, Chennai, Pune, Hyderabad and Ahmedabad and this number is expected to grow to 25-30 cities by 2016.

     

    Rajiv Srivatsa
    GV Krishnan

    Sharing his views on appointing Lowe Lintas as its partner agency, Rajiv Srivatsa, COO & Co-founder, Urban Ladder said, “Over the past two years, we’ve put in a lot of effort into designing perfect pieces of furniture for many homes across India. We are excited to creatively communicate our design philosophy and vision of making millions of Indian homes beautiful to a larger audience with Lowe Lintas.”

     

    Expressing his sentiments, GV Krishnan, Executive Director, Lowe Lintas Bangalore said, “The Indian home and furnishing market is pegged at about $20 billion (Rs 1.2 lakh crore), of which the furniture segment accounts for about half. About 90 per cent of the market is unorganised, and is an attractive opportunity for us to build the category and brand Urban Ladder. We are delighted to partner with Urban Ladder in their ambition to be the leader and both brand and business teams have unanimously endorsed our idea and point of view for us to begin our journey.”

     

    Urban Ladder was launched by co-founders Ashish Goel (CEO) and Rajiv Srivatsa (COO) in July 2012. It is backed by top tier venture capital firms Steadview Capital, SAIF Partners and Kalaari Capital. Ratan Tata, Chairman Emeritus of Tata Sons has also made a personal investment in Urban Ladder.

     

     

     

  • The campaign titled 'Iss Mein Hai Kisi Ki Khushi' aims to bring alive the magical moments that emanate by shopping on the Flipkart mobile app

    Lowe’s new campaign for Flipkart spreads happiness

    By A Correspondent

     

    Lowe Lintas Bangalore has rolled out new campaign for Flipkart. The campaign titled ‘Iss Mein Hai Kisi Ki Khushi’ aims to bring alive the magical moments that emanate by shopping on the Flipkart mobile app.

     

    The campaign kicks off with a couple of stories about how shopping on the Flipkart Mobile app can help fulfil small wishes, in an instant. The idea was to not just appeal at an intellectual level but also on an emotional level by representing real life events, where app shopping triumphs over web and offline shopping.

     

    Commenting on the initiative, Shoumyan Biswas, Senior Director – Marketing, Flipkart, said, “Mobile is the future for e-commerce. We believe that the instant connect and convenience afforded by a mobile experience is unparalleled. Based on our customer feedback on how the mobile app has made life easier for them – we wanted to explore this aspect through our new campaign and create active consideration by seeding a deep emotional bond. For a generation living on the mobile, we are positive that these ads will have an instant connect with them.”

     

    Commenting on the same, GV Krishnan, Executive Director, Lowe Lintas Bangalore, said, “Brand Flipkart means lot to us and the entire team has put in tremendous effort to bring this first campaign alive. The campaign dwells on a powerful emotion – the joy of fulfilling someone’s wish – and has a universal appeal. The Flipkart Mobile app allows one to access a range of products anytime,anywhere and ‘Make Any Wish’ for your near and dear ones come true. I believe this has been brought alive in an engaging manner by the team.”

     

    The creative brief given to the agency was to come up with an interesting way to showcase how shopping in India is changing and how mobile shopping apps are fast becoming the key to on-the-go shopping today.

     

    The first film shows how the Flipkart mobile app helps bring a smile on a little girl’s face who was upset as she couldn’t participate in a dance. Seeing the little girl upset, her cousin orders the dress through the Flipkart shopping app, which instantly brightens up her mood.

     

    In the second film, while at a friend’s wedding, a girl realizes that she has lost her luggage. The protagonist overhears her distress call and uses the app instantly to solve her problem by ordering something to wear at the wedding. This small gesture sparks off a strong chemistry between the two.

     

    Highlighting the creative standpoint taken by the team, Rajesh Ramaswamy, Group Creative Director, Lowe Lintas Bangalore said, “The brief was a great guide for us to arrive at this communication. Creatively, the task was to present the role of the mobile app in everyday life. To arrive at an interesting yet relatable context was our biggest challenge. And unlike other categories, the possibilities of situations where this could play out were many. ‘Which one to pick?’ is a good place to be in. It’s great fun when observations and insights stemming from our own lives can be used.”

     

    The campaign has been launched across major television channels and will be played suitably on multiple digital platforms as well.

     

    Team Credits –

    Agency – Lowe Lintas Bangalore

    Client – Flipkart

    Creative – Arun Iyer,Rajesh Ramaswamy, UjjwalKabra, Indrasish Mukherjee, Adarsh Atal

    Business – GV Krishnan, Anand Narayan, Kunal Madhavdas, Pritika Gupta, Sandhya Subramaniam

    Planning – S Subramanyeswar, Vishal Nicholas

    Producer – Curious Films

    Director – Vivek Kakkad

     

  • Karishma Lintas would be responsible for providing creative insights and solutions to Paper Boat and will also chart out strategic recommendation, positioning and marketing of brand Paper Boat across various media

    Karishma Lintas wins creative mandate of Paper Boat

    By A Correspondent

     

    Karishma Lintas, part of the Lintas India Group has won the creative mandate of Paper Boat. Karishma Lintas edged out Happy Creative Services &Dentsu in the multi-agency pitch that was held a few weeks ago.

     

    As its partner, Karishma Lintas would be responsible for providing creative insights and solutions to Paper Boat and will also chart out strategic recommendation, positioning and marketing of brand Paper Boat across various media.

     

    Neeraj Kakkar

    Sharing his thoughts on choosing Karishma Lintas as its creative partner, NeerajKakkar, CEO, Hector Beveragescommented: “Design thinking is at the crux of Paper Boat and we believe that the same applies for Karishma Lintas. With a very clear mandate in mind, we decided to appoint Karishma Lintas as the creative agency for our brand. Backed by a strong team and disruptive ideas we were very confident about our choice and the quality of deliveries. Karishma Lintas understands our brand sensibilities and their work has been inspiring.”

     

    Paper Boat was launched nationally in August 2013 and is among the fast-growing juice brands from the stable of Hector Beverages.

     

     

    GV Krishnan

    Sharing his excitement on winning the account and providing a roadmap that Karishma Lintas would emulate in the growth of the brand, GV Krishnan, Executive Director said, “We admire the vision and purpose of brand PaperBoat aspiring to reduce cynicism in society and to reaffirm faith in life. Through our creative solutions, we genuinely believe that we could win the heart of every Indian by emotionally connecting with his childhood memory and serving them a delicious traditional Indian drink to savour. We’ve had inspiring and transparent discussions with the founders of Paper Boat and are excited to create an awesome portfolio going ahead for Karishma Lintas.”

     

    Paper Boat is backed by Sequoia Capital, Catamaran Ventures (N.R. Narayan Murthy’s VC firm) and Foot Print Ventures and is run by industry veterans – NeerajKakkar, James Nutall, SuhasMisra and NeerajBiyani.