MxMIndia

Tag: Lowe Lintas Kolkata

  • 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.

     

     

  • The campaign has been created by Lowe Lintas Kolkata

    New Berger HomeShield ad stars Akshay Kumar

    By A Correspondent

     

    Berger Paints has announced a new campaign for Berger HomeShield conceptualised by Lowe Lintas Kolkata.

     

    Speaking about the campaign, Abhijit Roy, MD and CEO, Berger Paints said: “Just like a doctor who prescribes medicines only after accurately diagnosing the ailment, dampness should also be treated similarly. Scientific understanding is significant while finding the right solution. Damp walls and leaking ceilings are harsh realities in Indian homes with limited analytical solutions present in the market. Berger Home Shield with its Concrete Moisture Meter carries out a scientific assessment of the problem and then prescribes a suitable solution based on well researched parameters, which stands out amongst the current alternatives available to the home owners.”

     

    Talking about the campaign idea, Sagar Kapoor, CCO, Lowe Lintas added: “Leakage is probably the biggest nightmare any home owner would have. What makes it worse is that there are as many fake solutions offered as there are reasons for the walls and ceilings to leak. Berger HomeShield hence aims at demystifying this issue with its Concrete Moisture Meter and waterproofing solutions. The story hence shows the confusion of a family in distress being offered multiple solutions not knowing which one to trust. Akshay Kumar is the voice of reason that asks them to trust science and not fake knowledge.”

     

     

  • 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 film has appointed former captain of the Indian cricket team Sourav Ganguly to propagate the importance of the captain of the house

    BMA Stainless reveals who is the real Captain, in latest film by Lowe Lintas Kolkata

    By A Correspondent

     

    BMA Stainless, a leader in manufacturing and exporting of mild steel reinforcement bars and allied products, has unveiled its latest brand film for Captain TMT. The film highlights the advantages of Captain TMT, while also paying a fitting tribute to another captain of the house, the homemaker.

     

    The film, which has been conceptualised by Lowe Lintas Kolkata, is based on the insight that the conventional middle-class Indian homemaker is often the unsung heroine of the house, where her services are taken for granted and her importance underestimated. But this is what Captain TMT seeks to highlight as it salutes the Indian homemaker, who is the true captain and support system for the house.

     

    Highlighting the key message behind the brand film, Avinash Agarwalla, Director, BMA Stainless Ltd said, “We wanted to take the brand beyond the ordinary to a space that a TMT bar had not explored before. That is when Lowe Lintas came up with a thought that centred around an unexpected character – the conventional middle-class Indian housewife. Relegated to mundane household functions, few ever devote a moment’s thought to the activities she carries out 24×7. The parallels between the steel bar which supports the home unseen and the woman who plays exactly the same role are drawn clearly and tellingly. A paradigm shift in the way we look at construction steel. And housewives.”

     

    Commenting on the creative approach undertaken for the brand, Prathamesh Ghate, Group Creative Director, Lowe Lintas said: “In a category dominated by males, we wanted women to be the key influencers. There’s no denying that women have a more astute sense when it comes to making most household purchases. The task was: how do you get a woman to even notice a brand of TMT steel? We thought of paying a tribute to all homemakers. Especially those, who in spite of having the option of pursuing a successful career, actually choose to be one…”

     

    The film has been launched pan-India on both the offline and online mediums, and will span popular mediums like television, outdoor, print, etc.