MxMIndia

Tag: Janmenjoy Mohanty

  • The campaign promotes the premium brand, India Gate Classic, as rice meant for special occasions

    India Gate Basmati festive campaign by Lowe Lintas

    By A Correspondent

     

    India Gate Basmati Rice has launched its new festive campaign to promote their premium brand, India Gate Classic, as rice meant for special occasions. The campaign film is conceived by Lowe Lintas Delhi.

     

    Talking about the campaign, Ayush Gupta, Business Head, KRBL Ltd. said: “As a brand, we are constantly trying to identify the personalized requirements of our customers. In India, festivals bring a sense of perfection and aspiration in everyone’s buying behaviour. As families will be spending more time together this year, the preparations are going to be even more elaborate. Food being an integral part of all our celebrations, India Gate Classic promises to be that perfect ingredient to impress your guests and make your festive meals delicious.”

     

    Added Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas: “This year, ‘taiyaari’ for the festive season takes on a new meaning, as most Indians will be at home and invested in the preparation themselves. And India Gate Classic plays a key role in these preparations. It is this ‘classic-ness’ of this Diwali that our idea tries to capture.”

     

     

  • Dollar Industries has unveiled a new campaign to promote its existing range of Dollar Bigboss and Dollar Missy

    Dollar launches new TVC campaigns for the festive season

     

    By A Correspondent

     

    Dollar Industries has unveiled a new campaign to promote its existing range of Dollar Bigboss and Dollar Missy.

     

    Post a brand architecture exercise led by LinConsult, the strategic consulting division of Mullen Lowe Lintas Group, this campaign was developed by Lowe Lintas Kolkata.

     

    Said Vinod Kumar Gupta, Managing Director, Dollar Industries Limited:  “We have expanded the Bigboss portfolio to include not just innerwear but also athleisure, gym wear and casuals for men. With our decade long association with Akshay Kumar, our brand has witnessed a 3x times growth. Coming to Dollar Missy, for women, armed with an enviable range of womenswear, we felt it was time for us to break old-standing beliefs as well. Our festive collection consists of 102 colors to choose from. The leggings cater to various occasions and are a perfect fit for the women across various leagues of life.”

     

    Speaking on the idea behind the two campaigns, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas added: “Fit Hai Boss as a tagline has always worked wonders for Dollar Bigboss and this time around we have used the phrase to develop a plot which is futuristic but at the same time it delivers a key message – Bigboss can’t be cloned. This imagery goes hand-in-hand with the newly created Dollar brand identity which speaks of the modern times, the science and innovation involved. Akshay is a brilliant actor who pulls off the film with flying colours. With regards to Missy, the concept was derived from the product itself. These easy-to-slip-on legwear are meant for a wide variety of occasions and uses and lends itself perfectly to the idea that today’s multi-tasking woman is game for #SpeedDressing.”

     

    Both the commercials have been directed by adfilm-maker, Shiven Surendranath.

     

     

  • Lowe Lintas campaign steers customers towards a new way of selling cars directly to buyers

    Cars24 campaign fields MS Dhoni in different avatars

    By A Correspondent

     

    Cars24 has launched a new campaign that highlights a unique way of selling cars directly to its customers. Offerings like ‘instant payment’ and ‘free RC transfer’ are part of the new Customer-to-Customer model. Lowe Lintas Delhi has conceived an integrated campaign to promote this new offering.

     

    Commenting on the development, Nida Naushad, Brand Head, Cars24 said: “We are super-excited since this is our second campaign with MS Dhoni and after the success of Dhoni Review System we have even higher hopes for the new one. This campaign highlights that customers no longer have to go through the hassles of looking for the right buyer for their car and also focuses on benefits of selling directly to the end customer; hence it gives our customers the best of both worlds.”

     

    Added Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas: “In our first initiative for Cars 24, we spotted a unique problem – that sellers often don’t realise buyers are right around where they are, closer to them than they think. And we got Dhoni to play on the front foot, showing second-hand car sellers that Cars 24 was indeed the best place to meet those buyers, directly.”

     

     

  • Unveils its new brand identity architectured by LinConsult in a film featuring Akshay Kumar

    Dollar focuses on ‘duke in distress’ in campaign by Lowe Lintas

    By A Correspondent

     

    Leading hosiery brand Dollar has undergone a makeover. The brand’s new identity is a result of a a brand architecture exercise led by LinConsult, the strategic consulting division of MullenLowe Lintas Group. To promote the new face of the brand, a campaign conceived by Lowe Lintas Kolkata was released soon after.

     

    Said Vinod Kumar Gupta, Managing Director, Dollar Industries Limited said: “Our new vision focuses on ‘Wear The Change’ which is aligned with our business ethics to constantly innovate and keep up with the trends and changing consumer needs. The reinvigorated brand identity will provide a new dynamism to the business profile internally, to the end customers and stakeholders.”

     

    The campaign film featuring Akshay Kumar is directed by ad-film maker Shiven Surendranath. Commenting on the campaign, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas added: “These are fascinating times. We are perhaps living through every cliché about change we had ever heard. If ever there was a time to embrace change and new thinking, it is now. Dollar’s new point-of-view reflects this and urges us to begin from within and wear the change we’d like to see in the world.”

     

     

  • The campaign is titled ‘India Ki Puraani Aadat’

    Lowe Lintas crafts new film for India Gate Basmati

    By A Correspondent

     

    India Gate Basmati Rice unveiled a new campaign conceived by Lowe Lintas Delhi titled ‘India Ki Puraani Aadat’.

     

    Said Ayush Gupta, Business Head, KRBL: “India Gate has been a part of Indian households since many years. Our baseline, ‘India ki Puraani Aadat’ says that beautifully. This is a unique angle on lockdown which belongs to the brand. The film is an ode to old habits from another old habit of India. We hope it makes you smile and gives you strength, to see this through.”.

     

    Commenting on the campaign thought, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas added: “India Gate is a brand that has always stood for all that is good about India. As families spend time indoors during the lockdown, they are rediscovering things they once used to do together, old habits they had always loved. The brand celebrates these ‘purani aadats’, habits that unite us and make us quintessentially Indian.”

  • Highlights the product proposition of 15 per cent lower oil absorption

    Sonakshi Sinha relaunches NatureFresh oil via new ad

    By A Correspondent

     

    Cargill has announced the relaunch of its refined oil brand, NatureFresh® Acti-Lite. The brand has been relaunched with a new campaign that features celebrities Sonakshi Sinha and Neil Bhoopalam. With this re-launch, the brand intends to make a difference in the lives of its consumers by bringing to them, a product that delivers on the promise of lower oil absorption.

     

    Speaking on the launch, Subin Sivan, Marketing Head, Cargill’s oils business in India said: “Lighter food is the number one category driver for refined oils in India and our consumers are increasingly gravitating towards eating lesser oily food.  As a brand NatureFresh Acti Lite seeks to enable its consumers to pursue a healthier life with the benefit of 15% lower oil absorption. We are excited to release our new campaign featuring Sonakshi Sinha, whose appeal and popularity is high with our target group.”

     

    Commenting on the campaign, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas added: “Some ideas come from simple life observations. Just like the one we found for Nature Fresh, that tissues had an important place on every health-conscious person’s plate of fried food. Enter Nature Fresh Acti-Lite, and tissues can do what they were always meant to do, and not pull extra oil out of food. We feel this brings out the product’s uniqueness very well, aided by a well-crafted execution and some great performances from Neil and Sonakshi.”

     

     

  • Conceptualised by Lowe Lintas, the campaign has been shot by three-time Academy Award winner Robert Richardson and directed by Brazilian director Pedro Becker

    Absolut launches new global campaign ‘Born Colourless’ in India

    By A Correspondent

     

    Vodka major Absolut has unveiled a new campaign titled ‘Born Colourless’. Conceptualised by Lowe Lintas, the campaign has been shot by three-time Academy Award winner Robert Richardson and directed by Brazilian director Pedro Becker.

     

    The campaign also features 31 Pernod Ricard employees from different nationalities and ethnicities together with real people who have challenged the biases and societal norms.

     

    Commenting on the initiative, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said: “Absolut as a brand has always believed in an open, inclusive world and used creativity to drive change and progress. With our new campaign ‘Born Colourless’ the brand wants to drive the message that a colourful world is a colourless one where people need to drop their biases and look past superficial differences.  It gives us immense pride to see our own employees and real people from across the world come forward to be a part of the film, to drive these beliefs.”

     

    Added Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas: “It isn’t often that a core product truth and a human belief come together cohesively to present before the world a compelling point of view that is, unarguably, the need of the hour. That’s what ‘Born Colourless’ is all about. An idea born out of the creative tenets of the Absolut worldview, aimed at creating a better tomorrow. The idea is also a tribute to a client who backed this courageously and in full measure – going as far as getting employees from across the world to feature and play many roles in the commercial. All of which make this idea very special for us.”

     

     

  • Showcases the product benefit of 40 per cent more Oryzanol that helps in reduction of bad cholesterol

    Gemini highlights product advantages via ‘Cholesterol Cutter’ campaign

    By A Correspondent

     

    Gemini Rice Bran Oil has unveiled its first national campaign. Aimed at better cholesterol reduction through its cholesterol cutter proposition, the Gemini Rice Bran Oil campaign highlights the product benefits of 40 per cent more Oryzanol as compared to any regular rice bran oil, working to reduce bad cholesterol in the body, more effectively.

     

    Speaking about the new campaign, Subin Sivan, Marketing Head, Cargill’s oils business in India said: “Studies indicate that 80 per cent of consumers are concerned about their heart health and cholesterol. In a move to fuel Indian kitchens with healthier alternatives, we launched Gemini™ Rice Bran Oil with a stronger cholesterol reduction claim supported by the presence of 40 per cent more oryzanol as compared to any regular rice bran oil. The cholesterol cutter campaign aims to establish this product superiority and build greater resonance amongst consumers regarding the benefit of choosing Gemini Rice Bran Oil, as their preferred cooking medium.”

     

    Added Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas: “When you have sharp product delivery, the onus is on the idea to deliver a hook that neatly grasps the consumer’s attention – and so the ‘Cholesterol Cutter’ was born. In the TVC, a bittersweet story talks about how it hurts when things like marks get cut, but not when it comes to cholesterol. A playful music track holds everything in place memorably. Though cholesterol is a much-repeated talking point, we created a signature style and tone for Gemini with ‘Cholesterol Cutter’ to make a difference in the conversation.”

     

     

  • Highlights the five warriors which makes it the ideal oil for complete heart care

    NatureFresh gets consumers to think beyond cholesterol

    By A Correspondent

     

    Nature Fresh Acti Heart has unveiled its first ad campaign, #PooraKhayaal. Speaking on the launch of the new campaign, Subin Sivan, Marketing Head, Cargill’s oils business in India said: “Cardiovascular problems are increasingly becoming a significant area of concern among urban households today. In India specifically, the problem is salient among a younger population. Unfortunately, a lot of the information and awareness around heart problems are limited to cholesterol reduction. NatureFresh Acti Heart’s campaign #PooraKhayaal aims to shift the narrative from cholesterol reduction to complete heart care. Our goal to is enable consumers to question their current choice of cooking oils that only addresses cholesterol.”

     

    Added Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas: “At Lowe Lintas, we nurture brands to become strong partners to consumers. NatureFresh Acti-Heart is one such brand. Heart health is a big concern today, even among the youth, due to the chaotic, always-on lives we lead. The current perception among consumers is that if cholesterol is in control, they and their family will be free from heart ailments. Through #PooraKhayaal, the intent is to bust this myth through impactful stories and encourage consumers to question their choice of cooking oil.”

     

     

  • Lowe Lintas Kolkata, the agency-on-record for Veedol, has conceived the ad campaign

    Lowe Lintas executes campaign for Veedol’s Take-Off

    By A Correspondent

     

    Veedol has launched a new campaign for its flagship brand – Take-Off. Lowe Lintas Kolkata, the agency-on-record for Veedol, has conceived the ad campaign that targets 2-wheeler riders in the country.

     

    The campaign film conceived by Lowe Lintas focuses on the innate characteristic of young Indians who challenge the status quo and set things right for the common good. The narrative is woven around these purposeful youth of today who see themselves as agents of change, with the inherent confidence and intent to make a difference to the society as a whole.

     

    Commenting on the campaign, R N Ghosal, Managing Director, Veedol India said: “The campaign showcases Veedol’s full range of motorcycle and scooter engine oils in an upbeat, youthful ambience with an over-riding sense of purposeful action built into the narrative. This would go a long way in enhancing Veedol’s imagery, in step with several other brand interventions we have undertaken recently like the launch of the new international packaging. I believe that this campaign is an important milestone in positioning Veedol as a vibrant and youthful brand of choice for emerging consumers.”

     

    Added Janmenjoy Mohanty, Regional President, Lowe Lintas: “While tuning into the larger India story, we were looking for a youth truth that would suitably reflect the current dynamic. Our search led us to the fact that young people are self-starters, who will not wait for things to happen, but effect change themselves. That is what makes them the ‘young engines’ of a fast-changing India. A belief we reflect in the new communication for Veedol.”

     

     

  • The campaign has been introduced with two films – ‘The Bond’ and ‘The Memory’

    Glenlivet celebrates with two films in new campaign

    By  A Correspondent

     

    The Glenlivet launched its new campaign celebrating the proposition of definitive moments in life.

     

    Said Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India: “The Glenlivet campaign has been designed to celebrate moments, which allow us to lead richer and more fulfilling lives. Given how the young achievers are graduating to finer things in life, it was time, we welcomed them to the world of The Glenlivet. Our latest campaign reiterates that in a world with an oversupply of everything- glut, plenitude and noise, what we need is those definitive moments and the three letter word “The”, an iconic & distinctive symbol, reinforces the same.”

     

    Added Miriam Eceolaza, Marketing Director, The Glenlivet: “The Glenlivet campaign is our most ambitious to date. It’s a modern and contemporary campaign that stays true to our heritage. India is a key market for The Glenlivet, and we have created this specific campaign to celebrate some of life’s definitive moments of the Indian consumer.”

     

    Said Janmenjoy Mohanty, Regional President-North & East, Lowe Lintas India: “Sometimes the most impactful way to put across the brand message is through good old story telling. We chose the most endearing stories that celebrate definitive emotions in an individual’s life. Each one has been painstakingly crafted with a fine mix of stunning visuals, underplayed emotions and music that talks to the soul. We hope each of these stories manage to touch a chord with our target audience.”

     

     

  • Positioning it as a superior offering by showcasing smart search technology that puts home buyers in control of their home search process

    Vicky Kaushal & Kiara Advani promote brand message for Housing.com

    By A Correspondent

     

    Housing.com as launched its new TV campaign created by Lowe Lintas titled “Ghar dhoondhna koi inse seekhe” starring Vicky Kaushal and Kiara Advani.

     

    Commenting on the launch, Snehil Gautam, Head of Marketing, Housing.com said: “As a technology leader, we always strive to create an unmatched experience for our customers through our robust tech platform. Our new campaign ‘Ghar dhoondhna koi inse seekhe’ is based on a simple yet endearing creative coupled with captivating music, which will resonate well with our audience across segments. The viewers would somewhere see their own reflection in the protagonists during their home-search journey. The campaign also includes creatives that explain the smart search features being introduced.”

     

    Added Janmenjoy Mohanty, Regional President – North and East Lowe Lintas: “Our first set of commercials reflects an emerging theme born out of the growing financial independence and enhanced digital footprint of women – not only are they key decision makers in the home-buying process, they’re also showing the world the new way to choose a house. That’s why we say, “Ghar dhoondna koi inse seekhe.”