MxMIndia

Tag: Lowe Lintas Mumbai

  • #CricketMeriJaan is the credo that the team is moving ahead with as it reaches out to its fans spread far and wide

    Lowe Lintas Mumbai makes #CricketMeriJaan a war-cry for ardent MI fans

    By A Correspondent

     

    It’s possibly the only team at the moment that’s having a magnificent run at the Vivo IPL T20. And much of that could be a result of the faith & support being reposed by the fans in the team. This gesture of the unconditional love for the team by the fans is captured appropriately in the latest communication initiative that has been rolled out by Mumbai Indians.

     

    Conceptualized and executed by Lowe Lintas Mumbai, #CricketMeriJaan is the credo that the team is moving ahead with as it reaches out to its fans spread far and wide. Led largely by Outdoor, Print and Digital, #CricketMeriJaan seeks to make the Mumbai Indians franchise a winning, successful sporting brand beyond just IPL. The insight behind the campaign was that while in all the other cities the people are fans of their respective teams, when it comes to Mumbai, the people are fans of the game first and then the team. Thus for team MI and its fans – cricket comes first.

     

    The approach was to give the brand a deeper philosophy, one that only a team emanating from the city of Mumbai (the Mecca of Cricket for this country) can own, a philosophy that will stoke the pride and passion of a fan and make him/her feel superior to any other fan of any team.

     

    Commenting on the communication objective, Mumbai Indians Spokesperson said, “Cricket MeriJaan – is not just a campaign thought developed by Lowe Lintas, but it emulates the way of life for the players of Mumbai Indians and the fans of Cricket as a sport to swear by. The campaign has brought forth the ‘fan of cricket’ aspect amongst Mumbai Indians players and goes on to resonate the sentiments of millions of Indians towards the love for the sport.”

     

    Sharing the creative challenge undertaken by the agency, Arun Iyer, Chairman and Chief Creative Officer, Lowe Lintas said: “In India cricket is religion and Mumbai is considered to be the holy land. We wanted to infuse this city’s ‘love for the game above all else’ into the brand as this would help it forge a deeper bond with its fans, irrespective of which city or country they come from. Given that MI also is known to be the team that displays the most ‘team-work’ further allowed for it to uniquely own this philosophy of ‘Cricket MeriJaan’. We brought this philosophy to life by capturing the ‘on-field energy of the game’ as these are the visuals that remain embedded in a fans heart whenever he or she reminisces about the game.”

     

    The campaign has been rolled out with a big focus on merchandise and ticketing collaterals, which is crucial from business standpoint. Apart from this, the idea has been launched in a big way via stadium branding (Wankhede), Outdoor, Press ads, Bus shelters, branding on local trains on Western Railway & Central Railway and also on BEST buses.

     

  • Grofers has quickly established itself as the leading choice for consumers wishing to shop their wares via digital platforms

    With Grofers win, Lowe Lintas Mumbai unveils refreshing brand campaign

    By A Correspondent

     

    Local e-commerce platform, Grofers has appointed Lowe Lintas Mumbai to launch its inaugural brand campaign in India. The mandate for Lowe Lintas Mumbai is to build brand Grofers and establish it as the one-stop destination for all things grocery & home needs, on the digital platform.

     

    Launched in December 2014 as an on-demand delivery service that connects consumers with local merchants in the neighbourhood, Grofers has quickly established itself as the leading choice for consumers wishing to shop their wares via digital platforms. Having started its operations with Delhi NCR, Grofers today operates out of 27 cities throughout India.

     

    As part of the launch exercise, Lowe Lintas Mumbai would be unveiling a series of four films that would comprise a central brand film of 45 seconds and three additional films of 30 seconds each that would highlight the service features of Grofers. The entire campaign would work towards promoting the USP of Grofers as an online on-demand delivery service expert. Through the launch campaign, Lowe Lintas Mumbai and Grofers have presented a brand that understands how young India lives; a brand that recognizes today’s mad rush where we often end up compromising on our basic daily needs. Thus, an app like Grofers, which offers a wide range of products across categories, guaranteed quick delivery and other special features like assurance on only the freshest and best produce reaching you at just the click of a button, comes as a much needed helping hand.

     

    Sharing his views on the partnership and the new positioning that the brand has undertaken, Albinder Dhindsa, Co-founder, Grofers said, “We are now in 27 cities across India and offer a rich mix of everyday use products that consumers need. As such, we felt Lowe Lintas Mumbai was the right partner to help us communicate the value of our offering to consumers. We are building our brand on understanding our customer’s wants and needs – wanting to enjoy their time but needing to take care of daily chores as well. Hence, the proposition of ‘We get it’ bodes well for the brand.”

     

    The core theme around the campaign is based on the simple consumer understanding that most working people, especially young couples face — spend most of their time at work. They do not have enough time balancing work and the basic needs at home. In the melee, things that are not on top priority, like home needs and kitchen restocking – mostly things that are seen as chores – get put off until the absolute last minute. But Grofers as a brand with its unique offering helps today’s working couples inch a step closer towards achieving the coveted dream of striking a work-life balance.

     

    Elaborating on the collaboration between the two, Shantanu Sapre, Executive Director, Lowe Lintas Mumbai said: “I am happy that Grofers chose us to chart out their brand journey in India through the inaugural launch campaign. The excitement on this launch is high; in this I see an interesting challenge, as the category is as yet nascent. This provides Lowe Lintas Mumbai with the opportunity to create a unique brand voice in an unexplored category. Thus, what we present to the audience is a quirky, witty and playful communication that will help us make Grofers a household name.”

     

    As an on-demand, hyper local, ecommerce application Grofers provides doorstep delivery in just a few clicks. From groceries and fresh fruits & vegetables to bakery products, cosmetics and even electronic accessories, the app is currently available on Android and iOS thereby providing maximum coverage of the smartphone market in India.

     

    Arun Iyer

    Elaborating on the creative approach behind the brand campaign, Arun Iyer, Chief Creative Officer, Lowe Lintas said, “The challenge was to give the brand meaning in the lives of these young working couples. It is a well-known fact that women have always found men who share domestic responsibility, more appealing. I’m certain this holds even truer for the young working women of today – given they are constantly trying to successfully juggle work and home. It is this insight that we played on for the Grofers campaign. The brand understands their life and submits to the women that they ‘won’t always get what they want’ and that is exactly where Grofers steps in and gets them ‘what they need’- a husband who shares the domestic responsibility of lending a helping hand, all at the convenience of the Grofers app.”

     

  • Amitabh Bachchan to be seen in an all new avatar in the first ad campaign by the baby and kids space expert FirstCry.com

    Amitabh Bachchan endorses new campaign for FirstCry.com

    By A Correspondent

     

    FirstCry.com, Asia’s largest baby and kids store, has announced that Amitabh Bachchan will be the face of the brand. Firstcry.com is already the leading baby and kids player with its online, mobile and 125+ offline store presence. With the campaign, the brand aims to accelerate the growth and take the brand to a much larger parent base.

     

    Supam Maheshwari

    Speaking about the campaign, Supam Maheshwari, CEO and founder of Firstcry.com said “Over the last 4 years we have built an omni-channel business model that serves the largest variety of baby and kids products in express time. It is now time for us to scale up the model by raising awareness of FirstCry.com and building a brand that parents love”. The campaign, which has been conceptualized by Lowe Lintas Mumbai, works on the insight that parents feel great about having worked hard for their children, including shopping. The category is a high involvement category and FirstCry.com makes sure that parents have the best choices available both in types of products as well as numbers of products. On the one hand it means that parents are assured of finding the right product on Firstcry.com, but at the same time it makes ‘choosing one, not so easy.”

     

    Vasudha Narayanan, Executive Creative Director at Lowe Lintas Mumbai, said, “Mr Bachchan has never played the role of an indulgent grandpa. And that’s why he is a perfect fit for FirstCry.com. The magic in the films comes from the silliness and love between a grandpa and his granddaughter. He finds it easier to take care of her than indulge her. Because he knows ‘bachchonki shopping, bachchonkakhelnahin’.” The campaign has a series of films which will have Mr. Bachchan in a never seen before avatar. The child-like fun that he had while shooting the films reflects in some of the most endearing grandfather-granddaughter moments. He is a perfect fit for the brand because he is known to be a doting grandfather, he has been a trendsetter in adopting social media and technology and, last but not the least, he brings credibility that comes with his stature.”

     

  • There is a serious and conscious effort to make sure that their family is protected from disease

    Lowe Lintas unveils new campaign for ‘Lal Hit’

    By A Correspondent

     

    Following on with its brand messaging of cockroaches spread diseases, Lowe Lintas Mumbai has unveiled a new campaign for its product LAL HIT. Taking a different approach this time around, the brand seeks to target women who depend on chalk and home remedies to solve the “roach” issue.

     

    Women today, are extremely particular about their housekeeping etiquettes. There is a serious and conscious effort to make sure that their family is protected from disease. While they are aware that the presence of cockroaches at home is not a healthy sign, their belief is that their current solution, i.e., chalk, boric powder, etc. is good enough to keep cockroaches at bay and hence she has no reason to opt for a change. However, cockroaches have their own hideouts and these solutions are ineffective in killing these cockroaches that often cause various illnesses.

     

    With this as the driving point, the new campaign gives the women a compelling reason for adopting LAL HIT, which with its unique seek-and-kill applicator reaches even the difficult and hard-to-reach corners and kills the hidden cockroaches.

     

    Sharing his thoughts on the new campaign, Ajay Dang, Head Marketing – Home Care, Godrej Consumer Products Limited said, “A mother always does her best to keep her family and child healthy. Through her regimen and choice of solutions she achieves this goal every day. Poor solutions and lack of information at times gives her a false sense of security.  And her effort fails despite her trying her best.

     

    The communication is simple and straight forward highlighting the fact that cockroaches spread diseases like food poisoning, diarrhea and dysentery. The key idea was to inform the mother on how solutions like chalks and home remedies are ineffective in killing hidden cockroaches and therefore put her family health at risk.”

     

    Elaborating on the creative approach that was followed for the campaign, Arun Iyer – National Creative Director, Lowe Lintas + Partners said, “While the brief was very direct and clear, the task to make people change their current regimen is always difficult, especially in a low involvement category. With our target group (mothers), we realized that it’s not just the kid’s health and wellbeing that is entrusted to her, but even the ill health of the child is something she is held responsible for. So our creative idea puts the mother at the center of the film and amplifies how she gets blamed for the child falling ill, whereas the real reason is not her but her reliance on ineffective cockroach solutions.”

     

    The campaign has just gone live and will be played across major entertainment, news and sports channels in India. The on-air campaign will be ably supported by a plethora of activities on other media platforms like print, radio, digital, etc soon.

     

  • The campaign aims to touch the hearts of consumers with a smile and not fear

    Lowe Lintas unveils new campaign for OneTouch

    By A Correspondent

     

    Lowe Lintas Mumbai has unveiled a new campaign for OneTouch titled “Khud Ki Care”, which propagates the habit of self-monitoring among diabetics in a friendly way. The campaign aims to touch the hearts of consumers with a smile and not fear. It has been developed based on the perception that diabetes is a disease that instills fear among diabetics and that this experience shouldn’t be pushed any further.

     

    “Sugar monitoring in day-to-day life is extremely important to keep diabetes in check and the film communicates this in a very nice, warm and a friendly manner,” said Sarosh Bharucha, Group Product Manager of OneTouch.

     

    The campaign talks about how diabetics are under a 24X7 check of their loved ones. The commercial, very light-heartedly captures the slice of life moments of a couple, played by Boman Irani and Simone Singh. Boman plays the doting and fun-loving husband while Simone justifies her role of being a loving yet strict wife who won’t take it easy when it comes to her husband’s health.

     

    On the creative approach taken for the campaign, Vasudha Narayanan, Executive Creative Director, Lowe Lintas said, “Diabetes is a serious subject so we thought that the communication should be light-hearted.”

     

    The campaign comprises a master film which conveys to diabetics on why ‘Khud ki Care’ is vital. This main film is supported by 3 short films which promote the habit of regular exercise and following a controlled diet along with getting blood sugar tested regularly.