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Tag: Lowe Lintas Chennai

  • 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.

     

  • In the back drop of cricket World Cup, MRF has unveiled a new TVC that has been conceptualised by Lowe Lintas Chennai

    Lowe Lintas Chennai unveils inspirational film for MRF Tyres

    By A Correspondent

     

    As India’s largest selling tyre company and as a brand that has supported Indian cricket for the last 23 years, becoming global partner of the ICC Cricket World Cup is part of the natural progression for MRF. In the back drop of this mega sporting event, MRF has unveiled a new TVC that has been conceptualised by Lowe Lintas Chennai.

     

    ‘Expectation’ is the singular emotion that connects fans in a big way to the game of cricket, something that the TVC captures and amplifies. Expectation is heightened by the fact that team India are the defending champions. While this sentiment echoes across the land, it is brought alive through the sound track of the film, where different street sounds converge to raise an enduring and inspiring patriotic anthem to the Indian cricket team – Saare Jahan Se Achha.

     

    Koshy K Varghese

    Commenting on their association with the World Cup event, Koshy K Varghese, Executive Vice President-Marketing MRF, Limited said: “We at MRF have passionately supported cricket for decades. From our association with legendary cricketers to grooming the nation’s finest talent though the MRF Pace foundation and now, being a proud Global Partner of the ICC Cricket World Cup 2015 – we have actively supported the sport for a long time. The objective of this TVC was to showcase MRF’s and the nation’s undying support to our cricket team. Expectations are high from the Indian team and there is a lot riding on them, just as there is a lot, literally, riding on us at MRF.”

     

    The film begins with the Indian cricket team making their way to the airport. During their journey they are met with a rousing response from certain sections of the crowd who are engaged in their mundane day-to-day activity. From a young enthusiastic mother to an ardent senior team supporter to a large number of fans that have assembled at the airport, the Indian cricket team gets greeted all along with an inspirational message through the song – Saare Jahan Se Achha, Hindustan Hamara. The film ends with the message– ‘There’s a lot riding on us’ that is symbolic of the hopes of millions of Indian fans who want their team to return with the World Cup just like MRF Tyres that undertook the journey of making the players reach safely to their destination.

     

    Rajesh Ramaswamy
    Rajesh Ramaswamy

    Sharing his views on the creative approach taken for the TVC, Rajesh Ramaswamy, Executive Creator Director, Lowe Lintas said, “The beauty of this idea was the line ‘There’s a lot riding on us’ which was written for MRF the brand. And when they tied up as one of the main sponsors of the World Cup, this thought extended naturally to the Indian cricket team too. We picked ‘Saare Jahaan Se Achha’ and decided to render it in different ways as the bus travels through the city. The sound had to dictate the visuals. Mikey did an absolutely fantastic track that evoked the kind of feeling we needed. And Santosh Sivan captured this in a beautiful way. This one is made with the same passion that MRF as a brand has for cricket which they have displayed for so many years. The logo in the end contributes a lot of credibility.”

     

    The campaign is on air and will be splashed across traditional media and online channels.

     

  • Lowe Lintas Chennai has started 2013 by winning the national mandate for Apollo Hospitals, covering all of Apollo's health-care verticals (barring insurance)

    Lowe Lintas Chennai bags Apollo Hospitals

    By A Correspondent

     

    Lowe Lintas, Chennai has started 2013 by winning the mandate for Apollo Hospitals. This is a national mandate, covering all of Apollo’s health-care verticals (barring insurance). Lowe Lintas will be responsible for integrating national initiatives with regional initiatives, so that Brand Apollo is able to present a unified front in terms of communication.

     

    The challenge for the agency will be to build on the healthcare group’s significant equity and help make the brand ready for a new era of competition. The agency has already executed a campaign for Oncology-related robotic surgery; this campaign is currently running in key markets.

     

    Apollo Hospitals was a hard-fought pitch with national agencies of repute in the fray, said G V Krishnan, Executive Director Lowe Lintas. He added, “We are delighted to manage the mandate of this prestigious institution a pioneer in health care and wish to make brand Apollo a preferred choice in this category.”