MxMIndia

Tag: Lowe Lintas

  • After the hugely successful IPL campaign, the food delivery platform launches 4 new commercials that are a refreshing take on the everyday lives of new-age Indian families

    Swiggy campaign targets modern-day families

    By A Correspondent

     

    Swiggy has launched its third series of television commercials and digital campaign conceptualised by Lowe Lintas and produced by Corcoise Films.

     

    Said Srivats TS, VP – Marketing at Swiggy: “Swiggy’s TVCs have consistently communicated to consumers in extremely relatable ways. The Swiggy karo, phir jo chahe Karo!, campaign celebrates three aspects of the modern Indian family- Super Moms, Food and Swiggy. It delves into how families of today are increasingly choosing to invest their time in connecting with loved ones and learning something new, while leaving the task of getting a meal on the table to Swiggy!”

     

    Added Hari Krishnan, President, Lowe Lintas: “This is a campaign that is meant to increase penetration for Swiggy amongst the household segment most of whom are non-users or infrequent users. We had to strike a balance as a brand that aids or enables great food experiences rather than replaces the food that is made at home. We’re happy to have hit the sweet spot, once again”

     

     

  • ZEEL aims to drive consideration to upgrade from SD to HD subscription amongst the current SD subscribers

    Zee turns activisty on HD

    By A Correspondent

     

    Zee Entertainment Enterprises Limited (ZEEL) has launched its new campaign ‘Aankhon Ka Aandolan’ to build awareness about the benefits of a HD channel viewing experience and drive a behaviour change. With this new campaign, ZEEL aims to drive consideration to upgrade from SD to HD subscription amongst the current SD subscribers.

     

    Conceptualised by Lowe Lintas, the campaign aims to be the trigger to upgrade to HD subscription by showing the consumers, the superior quality HD viewing experience that they are missing out on. ZEEL currently offers 14 HD channels.

     

    Commenting on the launch, Prathyusha Agarwal, Chief Marketing Officer at ZEEL said “At Zee, we believe in offering ‘Extraordinary Entertainment’ to our consumers at all levels. Where we focus on offering versatile content for consumers across age groups, we are equally invested in offering them superior quality viewing experience through our best in class HD technology. We truly believe that HD viewing experience offers our viewers better clarity, and once you get hooked on to it, you just can’t do without it! We have tailor-made our two brand films in eight languages and given it legs to appeal to our regional viewers spread across the country. The benefits of the HD viewing experience has been brought alive through the lead protagonist across regional markets of the Zee network.”

     

    Sharing his views on the campaign, Sagar Kapoor, Executive Director at Lowe Lintas said: “The creative idea stemmed from the very objective of magnifying the benefits of HD over the SD experience. We just shifted the lens on looking at a very apparent yet hardly spoken about TG. The eyes in this case. Hence the idea of eyes asking for HD viewing. It just made complete sense to land the advantage via someone who will benefit the most. Not to mention the cut through we get with the visual idea of creating characters out of eyes themselves.”

     

    Added Anaheeta Goenka, President at Lowe Lintas: “In India, a better service or product does not necessarily make for adoption. Especially when the comparative does not exist. That was our strategic challenge. Getting people to see the distinct value of HD vs SD. Easy to sell the product – but we refrained and instead took another journey from the ‘viewers eyes’.”

     

     

  • With this creative mandate, Lowe Lintas will be expected to create a strong strategic roadmap for the brand

    Setu appoints Lowe Lintas as its creative agency

    By A Correspondent

     

    Setu, a natural nutritional supplements brand, has awarded their creative mandate to Lowe Lintas. The win comes on the back of Lowe Lintas’ strong experience in successfully building startup brands, a few of which have become ‘Unicorns’, with valuations exceeding USD 1 Bn.

     

    Nihaal Mariwala

    Speaking about the appointment, Nihaal Mariwala, Founder, Setu, said: “We at Setu are very excited to work with Lowe Lintas on the next phase of our evolution as a brand. Their extensive and storied history in the consumer goods space will serve as well as we continue to craft the natural supplementation brand of choice for the Indian consumer. We look forward to reinforcing the importance of preventive nutrition and good health to our Indian audiences through unique, clutter breaking and compelling campaigns.”

     

    Raj Gupta

    Commenting on the win, Raj Gupta, CEO, Lowe Lintas, added: “Health supplements are fast gaining relevance in our lives and hence growing at a robust pace. It’s a nuanced category and building a brand like Setu in such a category is extremely exciting. As digital plays a critical role in this category, a lot of work on this brand would be led by digital, which makes it even more exciting.” The Mumbai office of Lowe Lintas will handle the business.

     

     

  • The campaign consists of a 10-film TVC series, a long format film for digital and social media, print, Radio and OOH

    Britannia launches ad campaign to mark its #100year milestone

    By A Correspondent

     

    Britannia is marking its centenary year with a national multimedia campaign created by Lowe Lintas.

     

    Speaking about the TV Campaign Ali Harris Shere, VP Marketing said: “Being part of every Indian household is an honor and this multimedia campaign illustrates our gratitude to the millions of Indians who wake up every day to dip a Britannia biscuit into their chai, and reach out for our products through various parts of the day. The 100-year campaign is our way of acknowledging the secret ingredient of our success – our consumers.”

     

    Added Arun Iyer, Chairman and Chief Creative Officer at Lowe Lintas: “The brief was to thank the entire country with a simple idea that would seem relatable no matter where you are from. All 10 films are slices of life that have been picked from Britannia’s world. The challenge was to tell a brand’s story of completing 100 years and finding powerful emotions to connect with the consumers. But given how long Britannia has been a part of our lives, we found so many heartfelt moments to tell the story of a brand that has turned 100 because it’s always been there for its consumers. And the huge range of products that Britannia has gave us the room to tell stories across all age groups to make sure that campaign would resonate strongly with everyone.”

     

     

  • To promote this new-age activity tracker, Lowe Lintas Bangalore has conceived a quirky campaign film

    Don’t be a loser, says Fastrack campaign for Reflex 2.0

    By A Correspondent

     

    Fastrack has recently launched the latest version of its wearable activity tracker ‘Fastrack Reflex 2.0’. To promote this new-age activity tracker, Lowe Lintas Bangalore has conceived a campaign film.

     

    Said Suparna Mitra, Chief Marketing Officer, Titan: “The mere thought of losing our phone sends all of us into a panic frenzy. And the perfect solution to this is Reflex 2.0’s phone finder feature. While the smart band has other new features, we thought this would be an interesting take to appeal to the growing number of smart wearable users of today.”

     

    Commenting on the campaign, Arun Iyer, Chairman and Chief Creative Officer, Lowe Lintas added: “The idea came from a very simple insight, our world seems to fall apart in the moments just after we realise we’ve lost our phone. We are inconsolable and feel like a ‘loser’ in every sense of the word.  We decided to have a bit of fun and showcase how with the Fastrack Reflex 2.0 you never have to feel like a loser again.”

  • The campaign highlights the fund’s investment in a portfolio of the best companies in India

    ICICI Pru promotes benefits of Bluechip Fund in latest campaign

    By A Correspondent

     

    Under the initiative of ‘Tarraki Karein’, ICICI Prudential Mutual Fund launched its latest campaign with ICICI Prudential Bluechip Fund.

     

    Conceptualised by Lowe Lintas, the campaign is supported by TV commercials, social media engagements and on-ground activations.

     

    Said Abhijit Shah, Head Marketing, Digital & Consumer Experience: “Investors today are more comfortable with investing in big companies that are well known and have a good reputation, as they feel that their money will be safer. Our latest campaign is yet another expression of our commitment to create awareness among the masses around the benefits of making money work for them.”

     

     

  • The woman of today is constantly on the move and versatile in her approach to life, whether at home, at work, or at social gatherings

    Mia’s new campaign #MeInAction celebrates the women of today

    By A Correspondent

     

    Tanishq’s new campaign #MeInAction for Mia, attemps to applaud the women of today for being dynamic, confident and absolutely unapologetic. The woman of today is constantly on the move and versatile in her approach to life, whether at home, at work, or at social gatherings. Not to mention, she does this with immeasurable élan and panache.

     

    Speaking about the campaign, Sandeep Kulhalli, Senior Vice President, Retail and Marketing, Tanishq said: “Mia by Tanishq has always offered the very best of fashion fine jewellery for women, and has always complimented her as she carries herself in total confidence. With the #MeInAction campaign, we aim to celebrate the crusader in a woman, at every step of her life, with complete style and elegance, and combined with her unstoppable actions; she is a force to be reckoned with. Everyone’s eyes are on her as she captures the world entirely.”

     

    Added Arun Iyer, Chairman, Lowe Lintas: “Women today are achieving whatever they set their minds to. They are unhinged and fearless in their approach. But instead of putting their accomplishments on a pedestal, we wanted to show the work they put into it. Our desire was to bring to life the fact that whatever women do, they do it in their own unique way. Their strengths and personalities are what they bring to the table. To sum it all up, all we wanted to highlight women in action. That’s where the idea of ‘Me In Action’ came from.”

     

     

  • A 360 degree marketing campaign featuring Akshay Kumar has gone live recently

    Sun Pharma signs Akshay Kumar as Revital H brand ambassador

    By A Correspondent

     

    Sun Pharma Consumer Healthcare announced that it has signed actor Akshay Kumar as the new brand ambassador of Revital H.

     

    Commenting on the development, Kal Sundaram, CEO – India, Emerging Markets and Consumer Healthcare said: “In Akshay Kumar, we have found a perfect ambassador who is not only physically fit but also exudes great energy at all times – attributes that define Revital H at its core. Many people have found a holistic good health partner in Revital H as it provides that extra energy and stamina required throughout the day.”

     

    The campaign includes TV, print, social, out-of-home and on-ground consumer initiatives.

     

    Added Madhu Noorani, Creative President, Lowe Lintas: “Akshay Kumar is one of the fittest, most high energy actors, known for his high energy and action stunts, and that led us to the campaign idea of “Sabki battery rahegi full.” It is a simple on-the-street expression that says it all… everything needs a recharge or a top up to keep going… it’s simple for consumers to understand and relate to. The TVC literally wrote itself. A simple and engaging film where we see Akshay Kumar the actor full of energy, doing what he does best – a high energy high action stunt sequence – shown in an actual working atmosphere with his other fellow actors and crew struggling to cope up with his energy level.”

     

     

  • Remit2India is the direct-to-consumer brand of Nyuvo

    Lowe Lintas awarded creative duties of Remit2India

    By A Correspondent

     

    Online money transfer service Remit2India has awarded its creative mandate to Lowe Lintas as part of its plans to re-launch in markets across the world. Remit2India is the direct-to-consumer brand of Nyuvo, which in turn is now owned by Finablr and the U.A.E. Exchange Group.

     

    Said Achal Shah, Chief Business & Marketing Officer for Nyuvo: “We are a global, digital, direct-to-consumer business that enjoys a strong brand affinity with the Indian Diaspora. With the changing market dynamics that increasingly focus on the transactional aspect of the business, we wanted to couple our significantly improved proposition with a strong messaging campaign that talks about how we are more than just about getting money transferred across the globe. Given Lowe Lintas’ impressive track record, we are looking forward to together creating something that’s totally fresh and communicates our values and proposition to our Global Indian audience across the world.”

     

    Added Raj Gupta, CEO – Lowe Lintas: “We are delighted with this association to work with a global fintech company. In today’s digital age consumers however far and apart, have collective clusters which are emotionally and culturally driven by their roots. For us addressing this tribe of global Indians through a digital-first approach is an interesting challenge, be it their identity or their communication.”

     

     

  • The new tyres are specially designed to offer superior grip and optimized cushioned ride

    Lowe Lintas unveils new campaign for MRF

    By A Correspondent

     

    Tyre manufacturer MRF has launched a new campaign that promotes its MRF ZLX brand.  Said Koshy K Varghese, Executive Vice-President Marketing, MRF Ltd: “MRF ZLX tyres are engineered to deliver a comfortable drive, on Indian roads. This new campaign is meant to consolidate the proposition of ‘Comfort Made More Comfortable’

     

    Added Arun Iyer, Chairman & CCO, Lowe Lintas: “It’s always a challenging task to come up with a sequel. By using the game Jenga as a visual mnemonic, we have tried to dramatise the benefit of comfort, delivered by MRF ZLX. The contrast between the road conditions and the game that goes on unaffected inside is punctuated by music that heightens the tension.

     

     

  • The ad series also includes quirky lines that tie in to the campaign theme of “Koi Match Dekhega, Koi Duniya”

    ixigo rolls out integrated campaign aimed at travellers

    By A Correspondent

     

    Travel player ixigo has come out with an all-new brand campaign that urges people to take a break from their TV screens and travel. Conceptualised and conceived by the Delhi office of Lowe Lintas, the idea was to use the agency’s extensive experience with e-commerce brands and startups to break away from the clutter of conventional category advertising.

     

    Commenting on the campaign launch and agency on boarding, ixigo CEO &Co-Founder, Aloke Bajpai said: “ixigo has been at the forefront of innovation for online travel in India over the last decade. Our campaign is directed towards building wider brand awareness amongst travellers, enabling us to provide a larger customer base with the best travel planning solutions. We’re looking forward to engaging with a broader audience, who will witness wanderlust Cyrus encourage cricket-lover Gaurav to ditch the couch and plan his next trip. We are happy to be associating with Lowe Lintas and both these talented actors to launch this campaign.”

     

    Commenting on the collaboration, Lowe Lintas COO, Naveen Gaur added: “We’re extremely excited about the possibilities that the shared vision of ixigo and Lowe Lintas will unfold. We have used a short format film approach to inspire people to travel and showcase the seamless travel planning experience that ixigo offers.”

     

     

  • The brand has released an ad campaign that has been conceptualized and created by Lowe Lintas

    Fastrack continues ‘Move On’ credo for new sunglasses

    By A Correspondent

     

    Fastrack has launched a new sunglasses collection – Unilens that specifically centres on having a single lens across the front frame. To promote the launch, the brand has released an ad campaign that has been conceptualised and created by Lowe Lintas.

     

    Speaking about this film, Suparna Mitra, Chief Marketing Officer- watches and accessories division – ‎Titan Company Limited said: “Fastrack being a young brand has always been the candid voice for the millennial generation. Often tagged as commitment phobic, this generation believes in living in the moment- keeping it clutter free. The Unilens collection sports single lens across front frame and is made for the youth who stays unruffled with the hassle of break-up and moves on with single frame of mind.”

     

    Added Ayushman Chiranewala, Head – Marketing, Fastrack: “The new ad campaign seamlessly represents the fast- paced dating culture youngsters prefer nowadays, highlighting the benefits of singlehood with the new Unilens collection. The campaign is a testament to the unapologetic nature of the brand and celebrates the unflinching mindset of the millennials.”

     

    Speaking on the agency’s work on the brand, Arun Iyer, Chairman and Chief Creative Officer, Lowe Lintas remarked: “When Fastrack decided to launch their new range of Unilens sunglasses, we realized it was ripe ground for us to play on the unique product design – Singles framed glasses for a single frame of mind. The youth today wears their singlehood as a badge of honor and our campaign shows exactly that.”