Rivaah by Tanishq has launched a campaign that celebrates the modern bride who charts her own narrative.
Conceptualised by Lowe Lintas, the campaign highlights the bride’s progressive mindset and beliefs, and how they hold true for her wedding as well. Notes a communique: “Marking a new milestone, Tanishq is launching its first-ever 3-minute-long multilingual film on Television, representing India’s diversity and adding to the brand’s legacy of compelling and expansive storytelling. This multi-starrer film features actors from various regions, further emphasising Tanishq’s deep connection and resonance with diverse audiences from across states in India.”
Lowe Lintas has recently launched a campaign in collaboration with Google Pay, digital payment platform. The campaign, starring actress Kajol, seeks to highlight the unparalleled confidence, solace, and peace of mind experienced by users while utilizing the payment app.
Sharing his thoughts on the campaign, Naveen Gaur, Group Chief Operating Officer (Growth & Innovation), MullenLowe Lintas Group said: “With digital payments becoming an integral part of our daily lives, we wanted to reiterate and reassure users about GPay’s ability to handle their payment needs in a simple, secure and fast way. To bring this to life, we let the product take centre stage with the audio and visual mnemonic of the blue tick serving as a positive reaffirmation of a seamless payment on the app. Be it merchant payments, Fastag or mobile recharge, our protagonist Kajol and her family and friends go about using GPay effortlessly. Supported with a musical track in the background reinforcing ‘Sab Tick Hai’.”
Added Mohit Pasricha, Unit Creative Director, Lowe Lintas: “Consumers are not writers; they don’t express emotions like we might. Their trust reflects in many different ways. One such way is how they enunciate and call out the brand’s name. This is the simple observation we proceeded with. The way one might say ‘Google Pay Hai’ says it all.”
The Advertising Club has always said that its flagship Abby Awards is ‘’for the industry, by the industry and of the industry”. And this is what Ajay Kakar, Ajay Kakar, Chairperson of Awards Governing Council Abby Awards 2024 powered by One Show and Managing Committee Member The Advertising Club, told MxMIndia in a virtual chat with MxMindia on Thursday evening.
Like last year’s edition, the Abby Awards are powered by One Show and have received a total of 3506 entries as against 3301 last year. As many as 73 entrants for the Media Abby as against 63 last year. In Creative, there are 198 entrants as against 181 last year.
The total number of entries for Media Abby were 1258 this year (up from 1019 last year) and in the various categories under Creative, it’s been 2248 this year, as against 2282 last year. Digital, Mobile, and Technology, have collectively garnered 626 entries from 75 companies.
There were 23 jury chairs and 204 jurors across 23 categories. Of these there were 53 new, young, award-winning judges. There were 68 women amongst the judges (nine jury chairs are women).
So what’s new this year? Well, Lowe Lintas and McCann have entered in a bigger way, we are told. DDB Mudra and Famous Innovations are also there. Ogilvy continues to stay away.
A ‘Best Use of AI’ sub-category has been introduced as also Copywriting for web and digital craft has been added in still digital and digital verticals. A new vertical called Health has been added with sub-categories such as OTC Oral Medicines, OTC Products, Nutraceuticals among others. A new specialist agency award that has been introduced is Health Specialist of the Year for the best performance by a company in this vertical.
Lowe Lintas has joined forces with Naukri.com to launch a campaign tailored specifically for the ambitious Gen Z workforce. The campaign aims to reinforce Naukri’s position as the preferred destination for young professionals, by showcasing and legitimising their ambitious behavior.
Said Sumeet Singh, CMO, Info Edge (India) Limited: “Naukri has always championed the cause of India’s professionals. With this campaign, we are siding with the ambitious Gen-Z, who now make up most of the country’s workforce, and we’re teaming up with them for their career building.”
Added Vasudha Mishra, Regional Creative Officer, Lowe Lintas: “When it comes to jobs, the young are not reticent. They know what they want, and they cannot be gaslighted into settling for less. Especially when they have as their ally, Naukri, one of the most iconic modern brands of India. Two spots, done with the signature irreverent style of the brand, done by our fabulously talented team at Lowe Lintas.”
Dollar Industries Limited, manufacturers of hosiery and innerwear apparels, rolls out a new brand film starring Akshay Kumar. The film conceptualised by Lowe Lintas Kolkata.
Said Mr Vinod Kumar Gupta, Managing Director, Dollar Industries Limited: “We have enhanced the Bigboss range to include not only innerwear but also athleisure, gym-wear, and casuals for men. Through our enduring decade-long partnership with our brand ambassador, superstar Mr Akshay Kumar, our brand has experienced substantial growth.”
Commenting on the campaign, Mohit Pasricha, Unit Creative Director, Lowe Lintas said: “Quite frankly, being punctual isn’t something that should be even up for debate. Unfortunately, being late has become the usual norm. However, come to think about it, and we will realise that the people who should be the most ‘busy’, are in fact very particular about time. The same holds true for Akshay. Despite being such a busy superstar, Akshay is a real stickler for punctuality. So, when we conceived the new commercial, we decided to stitch Akshay’s life values with riveting water-sport action so that in the end, it is not just relatable to the audience but also makes for an entertaining watch.”
India’s leading cattle feed brand, Kapila Pashu Aahar, has recently launched its latest brand communication with a multi-film campaign. Conceptualised by Lowe Lintas Delhi, the campaign stars Akshay Kumar.
Said Taru Shivhare, Director and Head of Marketing, Kamdhenu Cattle Feeds Pvt. Ltd: “Our main motive behind this campaign is to prioritise on health and reproduction of cattle. It’s our duty as a feed manufacturer to educate the farmers on the importance of giving clean, unadulterated, quality feed which has a direct impact on timely byaant (fertility in cattle).”
Sharing more insights about the campaign, Vasudha Misra, Regional Creative Officer, Lowe Lintas Delhi said, “An exciting category to be dipping our toes in. The films come at the back of some stellar research and insight. Addition of Mr Akshay Kumar was the cherry on top to not only create trust and dependability with the brand but also to add the X factor in the films. All credit goes to Mohit Arora and his team for this.”
Classic Legends Private Limited has appointed Lowe Lintas, as its creative Agency on Record for the Jawa Motorcycles. The win is more special for the agency, as the team had also been the ones to relaunch the historic Yezdi for modern bikers two years ago.
Speaking on the partnership, Ashish Singh Joshi – CEO, Classic Legends Pvt. Ltd said: “I am thrilled to welcome Lowe Lintas as the creative agency for our iconic brands, Jawa and Yezdi. Their rich experience with leading brands resonates deeply with the ethos of Jawa and Yezdi, capturing the true essence of our legacy. The ‘How Do You Jawa’ campaign, along with its bold and catchy anthem, has not only struck a chord with our audience but has also been applauded by industry peers. With Lowe Lintas on board, I am confident that we will continue to create impactful and memorable narratives for our beloved brands.”
Added Sarvesh Raikar, Regional Creative Officer, Lowe Lintas Mumbai: “Jawa and Yezdi have been a huge part of not only my own childhood, but also for the team who worked on the pitch – our memories growing up are hard coded with the bike and when an opportunity came about to convert our enduring passion for these legendary machines into memorable communication for the brand, of course we grabbed it. As a team, we had the privilege of relaunching Yezdi a couple of years ago, and now to be able to do the same for Jawa is a once-in-a-lifetime opportunity, we were never going to miss out on it.
Our individual and collective love for the bikes came through in the work we put together for them, in our hunger to partner with and grow the brand. And here we are, raring to go, and hoping to do some of our best work for the brand and make some magic together.”
Grey Group India (that’s Grey & AutumnGrey) has announced the appointment of Anup Bhaskar as Senior Vice President and Business Head North. Bhaskar will lead the agency’s new growth plans, build integrated business strategies, form important business relationships and deliver effective service to all the agency’s clients in the north region. Bhaskar joins in from Lowe Lintas, where he was last serving as Vice President in a business role.
Said Anusha Shetty, Chairperson and Group CEO, Grey Group India on the appointment: “We are excited to have Anup onboard. Anup has a rare blend of logic, EQ, and a natural connection with people. We are looking at promising times ahead.”
Added Bhaskar: “Joining Grey feels like a homecoming of sorts as I spent early days of my career here. Meeting Anusha and Sandipan and understanding their vision for this esteemed agency has made me very excited to join. I am thrilled to be leading the Delhi unit and look forward to continuing Grey Group’s `Famously Effective’ philosophy.”
Lowe Lintas has conceptualised a new brand campaign for Veedol, lubricant brands. The campaign is built on the core idea that a clean heart is a symbol of honesty, transparency, and trust, which are values that distinguish the Veedol brand. This message is encapsulated in the campaign tagline ‘Rakhe Saaf… Dil Se’.
Arijit Basu, Managing Director, Tide Water Oil said: ‘’We feel that the time is right to reinforce Veedol’s standing as one of India’s most respected automotive and industrial lubricant brands of choice for consumers and mechanics alike. This campaign does this beautifully, also weaving in our international standing into the storyline. We believe this campaign will strengthen our brand as we embark on a journey to take Veedol to the next level of growth.”
Commenting on the campaign, Sagar Kapoor, Chief Creative Officer, Lowe Lintas added: ‘The new campaign reinforces the brand’s commitment to providing high-quality engine oils for all segments of vehicles including Car, Bike, Tractor & Truck. With its focus on keeping engines clean from the inside, Veedol’s products are an excellent choice for anyone who wants a long-lasting engine and a hassle-free journey.”
Lowe Lintas Mumbai unveils an advertising campaign in partnership with Dosti Realty for its latest Dosti 1 Mumbai project. The campaign features actor Anil Kapoor.
Commenting on the campaign, Anuj Goradia, Director of Dosti Realty, said: “Our mission was to create an exciting opportunity for homebuyers across the Mumbai Metropolitan Region to become a part of this grand township project. I am extremely pleased with the distinctive campaign that has emerged from our partnership with Lowe Lintas, our strategic marketing and sales partner, The Guardians Real Estate Advisory, and our enduring brand ambassador, Anil Kapoor. I believe this campaign will establish new standards in the real estate sector.”
Added Likhit Pamarti, CMO of The Guardians Real Estate Advisory: “The Guardians aims to make a significant impact in the real estate arena with the launch of Dosti 1 Mumbai. To achieve this, we embarked on creating a bold campaign that celebrates the emotions of homebuyers, reaching across the Mumbai Metropolitan Region with a well-planned media blitz. We relied on Anil Kapoor’s timeless charisma to infuse an effortless sense of trust and reliability into the campaign, aligning perfectly with Dosti Realty’s long-standing image of trust and transparency cultivated over several decades. I am delighted to say that the campaign has shaped up beautifully, and I am confident that the launch of Dosti 1 Mumbai will be a resounding success.”
Sharing the enthusiasm on the launch, Sagar Kapoor, CCO, Lowe Lintas said: “When we received the brief from Dosti. It was very clear from day one to us that the Dosti 1 Mumbai is one of its kind and a unique project. The challenge therefore for us was to derive a campaign which would break the clutter in the category and something that people are not used to seeing. With Anil Kapoor the campaign development therefore became a lot more interesting for us. As it allowed us to conceive the idea that made it seamless to connect both Anil Kapoor and Dosti 1 Mumbai as both have the unique qualities and offering to the consumers and viewers.”
Tanishq, jewellery retail brand, unveiled their latest campaign TVC “Heera Ho Tum” this month, celebrating the spirit of Indian women. Directed by Harshwardhan Kulkarni and conceptualized by Lowe Lintas, the central theme, ‘Every Woman A Diamond,’ portrays the idea that every woman’s life journey deserves the brilliance and elegance that diamonds embody.
Ranjani Krishnaswamy – General Manager, Marketing, Tanishq, said: “Every woman a diamond’ is a celebration of ‘her’ life. At a very visceral level, diamonds symbolise the life of a woman. Her understated view of her journey, her seemingly ordinary lens to her extraordinary life, of how far she has come and who she has become today. The story telling pictures a typical lens that women give to their lives, they go through many wins in life, many achievements, many life defining moments but still looking for reasons to celebrate themselves. Our attempt was to seed a thought of how her life in itself is a celebration that doesn’t need a justification. And a Tanishq diamond is such a befitting encapsulation of that celebration.”
Lowe Lintas Bangalore has recently rolled out its latest campaign for Flipkart Health+.
Sharing her thoughts on the idea behind the new campaign, Sonali Khanna, President and Branch Head, Lowe Lintas Bangalore said: “Since its inception, Flipkart Health+ has consistently prioritised the needs of its customers, placing consumer challenges at the forefront of its approach. Their trailblazing ‘superfast delivery’ feature is one such example of their commitment to customers. While medicines are a serious business, we felt that highlighting critical health scenarios would only create further anxiety. Instead, we decided to convey our message with a lighter touch in order to break clutter; by humorously demonstrating that while somethings in life can take time, delivery of medicines should not.”
