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Tag: Lowe Lintas

  • Through this campaign Lowe Lintas has portrayed an Indian mother as the change-maker, by putting her in the drivers seat

    Axis Bank portrays the Indian mother as a changemaker

    By A Correspondent

     

    Axis Bank has launched a new home loan campaign with a product differentiator – Home Loans with 12 EMIs off. The film, created by Lowe Lintas, has put the woman in the centre of the campaign as key influencer and the decision-maker.

     

    Speaking on the launch of the campaign, Asha Kharga, CMO, Axis Bank said:

    “The dominant language in the Home Loans category is around interest rates & percentages. Hence the new campaign aims to differentiate Axis with a simple proposition of 12 EMIs off. Consumer work revealed that home buying discussions usually start during important life events like marriage. With that context, the insight that we honed on was that typical Indian moms dont want to let go of their sons. If the ad encourages mothers to introspect and have authentic, honest conversations, it would have truly struck a chord and made Axis relevant and memorable.”

     

    The campaign is conceptualised by Lowe Lintas Mumbai and directed by Gauri Shinde with actress Revathi and actor Vikrant Massey in conversation with each other while shopping for his wedding.

     

    Added Arun Iyer, Chairman & Chief Creative Officer – Lowe Lintas:“The brief was to differentiate ourselves within the category  wherein the conversations are always about interests & percentages. The product had a clear differentiator and the communication required to reflect that. Therefore we decided that the communication should challenge conventional thinking just like the product proposition does. We chose to depict a warm and cheerful conversation between a mother and son, where the change maker is the mother which is not what is expected in our culture. We deliberately chose Revathi, adorned her as conventional as expected but she’s ingrained with progressive thinking. She advises her son who is about to get married to move into a home of his own. This helped us entrench the central idea which is Ghar ki kushi bani rahe, EMIs nahi.”

     

  • Lowe Lintas will handle the Zee Corporate brand amongst others, Publicis has on its plate the flagship Zee TV in its kitty

    Zee exits FCB Ulka, appoints Lowe Lintas & Publicis India for creative. Appoints Genesis BM for PR

    By A Correspondent

     

    The winds of change are blowing at Zee Entertainment. The network has appointed two agencies – Publicis India and Lowe Lintas – to spearhead its creative duties.

     

    So while Lowe Lintas will handle the Zee Corporate brand amongst others, Publicis has on its plate the flagship Zee TV in its kitty along with a slew of others channels. Meanwhile, although the channel has not made any official announcements, the WPP-owned Genesis Burson-Marsteller will be handling its public relations mandate.

     

    Announcing the move on the creative agencies, Punit Goenka, MD & CEO, ZEEL said: “As we embark on this journey, we would like to thank FCB Ulka for the long and fruitful association in building some of the most loved channels that have become a part of our viewers’ lives. To build our equity further on this solid foundation, we welcome Lowe Lintas and Publicis on-board as partners who will help establish the organisation’s presence across all the entertainment verticals. By consolidating the entire business with two strong agency partners, the organisation is committed to building significantly higher capability in brand building, consumer centricity and strategic marketing thinking. Both agencies bring with them a strong consumer centric DNA and a deep knowledge of brands and business, which is core to our philosophy of driving future growth for the organisation. We look forward to Publicis and Lowe partnering with us to grow & develop our strong and evolving portfolio of brands.”

     

    Speaking on the development, Punit Misra, CEO – Domestic Broadcast, ZEEL said, “We are excited to have Lowe Lintas and Publicis on-board as our creative partners. The appointment follows an extensive pitch process which was evaluated by the key leadership team involving an in-depth assessment of creative, planning & servicing capabilities of the agencies, to cater to a large & diverse bouquet of channels & business needs. The move is to ensure that the channels build stronger consumer preference and loyalty for each of the individual brands and businesses. Together, we aspire to create the best in class brand andmarketing ecosystem for every channel and the overall organisation.”

     

    Other than planning and executing a 360-degree creative mandate for the ‘Zee’ Corporate Brand, Lowe Lintas will also work on the bouquet of cinema channels- including Zee Cinema, Zee Classic and Zee Action, the ‘&’Brand – &TV and &Pictures, and Zee’s South Cluster regional channels.

     

    And for Publicis India, other than Zee TV, there’s Zee Anmol, Zee Café & Zee Studio, the youth andmusic channels- Zing and ZETC and the regional channels in Marathi, Bengali and Odia – Zee Marathi, Zee Yuva, Zee Talkies, Zee Bangla, Zee Bangla Cinema and Sarthak.

     

    Interestingly, the Zee Entertainment communique on the announcement carries a statement from Nitin Karkare, CEO, FCB Ulka: “We are proud of our partnership with the Zee Group.  It’s been a wonderful relationship and we have together had many successes across channels and programmes. We wish them the best and many more successes in the years to come.” It may be noted that the &TV creative mandate was with Infectious, the boutique agency set up by Ramanuj Shastry and Nisha Singhania.

     

    Highlighting his agency’s mandate on the new business win, Raj Gupta, CEO-Lowe Lintas said: “We’re absolutely thrilled to partner ZEEL, who pioneered a series of revolutionary television watching experiences and much more for India in the last 25 years. At a time where content networks are competing to get attention with serials/shows, multi-crore blockbuster movies, digital content and millions of shares on digital - we’re excited about the possibilities of imagining and reimagining purpose-led strategic and creative ideas for all the ZEEL offerings, that will inspire Indians to dream more, do more and become more.”

     

    Elaborating further on the partnership, Srija Chatterjee, Managing Director, Publicis Worldwide India said: “Zee is an iconic brand that has been in the minds and hearts of millions of Indians over almost 25 years. We are delighted that we were able to demonstrate our strong strategic approach through the use of proprietary tools that enable brands to grow at the speed of culture and creative capabilities across the different consumer segments that the brand appeals to, that enabled the ZEEL team to choose us for this very exciting challenge. We are truly excited and looking forward to this partnership to create iconic work that takes the brand and its offerings forward in the minds of the consumers.”

     

    On PR, Genesis B-M has been appointed for the corporate mandate, but there are rumours that this could extend to the various or at least some Zee brands.

     

  • The latest ad film by Tanishq depicts the joy behind the traditional harvest festival of Kerala

    Tanishq promotes latest offering, Samriddhi on eve of Onam

    By A Correspondent

     

    Onam is coming up and Tanishq’s latest film for its Onam collection – Samriddhi captures the festive spirit.

     

    Speaking about the film, Deepika Tewari, Associate Vice President – Marketing, Jewellery Division, Titan Company Limited, said: “On the occasion of Onam, people purchase new clothes, jewellery, gifts, decorations, food preparations and much more to celebrate the festival. With the Samriddhi Collection by Tanishq, Keralites can start a new tradition to buy unique jewellery from Tanishq for this auspicious occasion. Whether it’s a festival or any special occasion, Tanishq has something to offer each of its customers while aiming to build a strong bond and a deep connection”.

     

    Added Hari Krishnan, President, Lowe Lintas: “Kerala is an important market for jewellery and Keralites are extremely discerning consumers. Onam is a festival that’s proudly celebrated by all of Kerala and it’s a time when most families have a hectic social life. In this context, we wanted to capture how Tanishq can play a role in strengthening relationships. Our team’s understanding of the Malayali mindset has helped in capturing the small nuances in a relationship beautifully.”

     

  • The campaign has been created and conceptualised by Lowe Lintas

    ICICI Prudential says ‘Prepare today, to win tomorrow’ in latest campaign

     

     

    ICICI Prudential Life Insurance has unveiled a multimedia brand campaign to promote its health insurance product – ICICI Pru Heart/Cancer Protect. The brand launched the first phase of the campaign – ‘Agar taiyaari sahi ho, toh jeet pakki hai’ in June 2017. The campaign has been created and conceptualised by Lowe Lintas.

     

    Speaking about the campaign, Puneet Nanda, Executive Director, ICICI Prudential Life Insurance said: “The consumer is always at the centre of all our efforts. Amongst Indian consumers today, lifestyle-related illnesses like cancer and heart disease have become increasingly common due to fast-paced lives. Each one of us has seen someone around us who has faced these illnesses. In most cases, urgent medical attention is required – leading to a need for a large sum of money, in a matter of days. At such a serious time, the family should be focused on recovery and not worry about finances. This is the key insight behind our new health plan – ICICI Pru Heart/Cancer Protect. The plan pays the claim amount on detection itself, giving money in hand to make the best treatment possible. It also provides a large cover of Rs.50 lakhs for cancer and Rs.25 lakhs for heart at just Rs.407 p.m. The new film aptly brings across the vital role of the product in helping the coach fight a tough challenge like cancer.”

     

    Adding more perspective on the campaign, Arun Iyer, Chairman and Chief Creative Officer, Lowe Lintas said: “Through this campaign, we are speaking to our audience and highlighting the role of ICICI Pru Heart/Cancer Protect, an innovative health insurance product that helps individuals focus on their treatment for heart and cancer ailments without worrying about any expenses. Our creative strategy through this film is to talk to our target audiences in a language and tone that they would understand best. We’re confident that the relevant and relatable story of the coach and his team’s battle against cancer will appeal to our target audiences and create a strong affinity for ICICI Prudential Life Insurance.”

     

  • The brand’s latest ad film discovers the true essence of the traditional festival

    Tanishq unveils brand campaign celebrating Varamahalakshmi

     

    Jewelry brand Tanishq has released a new brand campaign to coincide with the Varamahlakshmi festival.

     

    Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, said: “India is a land of festivals and we felt the need to address all the occasions that contribute towards the expression of love and respect towards your family, society and values. Tanishq wants to create a more personal bond with the customers and connect with them at a deeper level through festivals like Varamahalakshmi. This film shows how the meaning of marriage and companionship has evolved with time and beautifully captures the relevance of festivals in the new age society.”

     

    Added Hari Krishnan, President, Lowe Lintas: “Every festival in India, has a cultural, religious and regional context. Tanishq has always redefined human relationships and it is this aspect of the brand that we’ve tried to bring alive in the context of the Varamahalakshmi festival, which is an important festive occasion in South India.”

     

    Said Rajesh Ramaswamy, Executive Director, Lowe Lintas: “It is always very exciting for us when we get opportunities to explore newer cultures, traditions and languages. So, for the first time, we’ve made an ad for a popular festival down south, ‘Varamahalakshmi’. An important part of the festival is that the women observe a fast to invoke the goddess home. In this ad, the husband finds an opportunity to express love and gratitude towards his wife, for carrying out the tradition with such devotion. The friendly banter between them adds to the charm of their relationship.”

     

  • The brand's latest ad film discovers the essence of the traditional festival

    Tanishq celebrates Teej in new TVC

    By A Correspondent

     

    Indian festivals are known for their deep-rooted traditions and specific regional influences. Some of these are of course regressive, but like various Tanishq commercials of the past, there’s a progressive touch.

     

    Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, says, “With India being such a diverse market, we agreed that it was time to talk to our customers on a more personal level – by showcasing local festivals like Teej. This film shows how relationships have evolved and beautifully captures the celebration and love that Teej is all about.”

     

    Added Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas: “Tanishq has always been progressive in their communication and the Teej film is no different. The simple act of an elderly man defying tradition and fasting for his wife is an inspiration to reinterpret traditions for modern times.”

     

  • Lowe Lintas Bangalore unveils Phase 2 of the Flipkart Fashion campaign that highlights the brand’s proposition of enabling everyday fashion into an affordable reality

    Lowe Lintas unveils Flipkart Fashion’s new campaign

    By A Correspondent

     

    After an integrated campaign to promote its fashion category six months back, Indian e-commerce major Flipkart is now back with the second phase of the campaign. While the first phase focused on pitching Flipkart Fashion as the one-stop place to spot and buy the latest trends, the second phase will focus on Flipkart helping people to “Be trendy always”.

     

    Commenting on the launch of the second phase of the integrated campaign, Shoumyan Biswas – Head, Marketing, Flipkart said: “Flipkart is the market leader in fashion amongst all online businesses. Our vision is to be India’s most preferred destination for trendy and affordable fashion. Hence, our category communication task for Fashion is to ‘Democratise Trendy Fashion’ for every Indian consumer. On the back of deep consumer research, we have understood that the desire to look good and be ‘trendy’ is universal and cuts across all demographics. Though, there are a few ‘beliefs’ that hold people back. In Phase 1 of fashion campaign in January, we had addressed the belief “that fashion trends are confusing or overwhelming”. That campaign gave us phenomenal results in terms of business and perception change. In the second phase of the journey, we will address the ‘belief’ that ‘Trendy Fashion is expensive’ and limits everyday usage. We have taken a very interesting approach to communicate this proposition through the endearing characters of ‘Neha’ and ‘Naveen’ who have cracked the code of “being trendy always”. These stories will be told in different phases of an integrated brand campaign across multiple online and offline touch points.”

     

    Highlighting the campaign objective, Rajesh Ramaswamy, ED, Lowe Lintas said: “We had a solid insight in hand- people who dress up very fashionably and everyday are perceived to be loaded. So the execution idea was to break this myth by introducing Flipkart Fashion that everyone can afford.”

     

  • The latest film by Tanishq brings to the forefront the Jewels of Royalty and showcases how the collection is a perfect example of royalty

    Deepika Padukone in new Tanishq campaign

    By A Correspondent

     

    Tanishq brand ambassador Deepka Padukone stars in the latest film by the branding highlighting the jewels of royalty.

     

    Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited said: “Throughout time, women are known to remember important dates and memories. As a category, jewellery has always been one to which fond memories and great stories are commonly associated. In our latest film for the Jewels of Royalty collection, we bring alive this emotion in a different story, featuring Deepika Padukone. The film showcases her fondly remembering the time spent portraying the role of a queen. We believe that the pieces from this collection will create a special place in the minds of our consumers; one that they will cherish and create memories with.”

     

    Added Rajesh Ramaswamy, Executive Director, Lowe Lintas: “We have always explored and borrowed stories from Deepika’s real life. And while earlier we explored her relationships with her family and colleagues, this time we decided to show her as an actress behind the scenes. The jewellery is inspired by Indian royalty and we knew that Deepika is to play a queen in her upcoming movie. We found a nice connection in the fact that though the collection is largely traditional, this would make the story a lot more contemporary. In the film, we’ve tried to express what feeling of being a Queen could be, even for Deepika who’s a huge celebrity herself”

     

    Said Hari Krishnan, President, Lowe Lintas:  “Tanishq makes a woman feel extra special. We’ve tried to amplify that with an interesting use of a celebrity brand ambassador”.

     

  • The bank has the second highest CAGR (48 per cent) in the industry over last four years and the highest growth amongst the top industry players

    Axis Bank invites customers to experience its card offerings

    By A Correspondent

     

    Axis Bank has launched a new campaign ‘Experience Axis’ featuring its brand ambassador Deepika Padukone. The bank showcases a range of offers on their credit and debit card bouquet, through the twenty-second video series.

     

    Speaking on the launch of the campaign, Asha Kharga, CMO, Axis Bank said, “Experience Axis” is a single unified idea that ties all the value offerings on cards across shopping, dining and travel. It elevates the brand imagery by focusing on experiences rather than just deals. It aims to differentiate us in a category where discounts and cashbacks are the reigning language and build usage and preference for Axis Bank Cards. The monochromatic treatment coupled with Deepika’s playful charm also makes the films a clutter-breaking visual delight.”

     

    The campaign, conceptualised by Lowe Lintas Mumbai, showcases Deepika Padukone, the brand ambassador of Axis Bank in candid moments. She is seen experiencing shopping and dining privileges that Axis Bank cards uniquely have to offer.

     

    Said Arun Iyer, Chairman & Chief Creative Officer – Lowe Lintas: “The brief was to differentiate ourselves within the category. Our starting point was based on an observation that young working Indians, are more open to spending on what they desire than what they need. While cards are the enablers of this behavior, when we delved deeper to understand their point-of-view we realized that they don’t see this as ‘spending money’ but more as ‘gathering experiences’ – something they value much more than ‘material possessions’ Hence our approach was to position the range of Axis Credit n Debit Cards as the window to the world of experiences called ‘Experience Axis’ We felt Deepika would be ideal to bring this alive given that she is also a young working professional and therefore the connect would be seamless.”

     

  • The latest films from the brand celebrates the unspoken love between couples

    Tanishq celebrates precious moments for Solitaire

    By A Correspondent

     

    Jewelry brand Tanishq is known for its bold advertising, never hesitant to look at themes that are best left untouched by many. The brand has launched its latest film that celebrates a couple’s marital journey over a decade and another couple taking the big plunge with Tanishq Solitaires.

     

    The first Solitaire film revolves around a modern-day couple, who are heading out to celebrate their 10th anniversary. The film showcases how easy it is for the man to pour his heart out about his wife’s tiny quirks that annoy him. Yet, when it comes to expressing his love for her, he is tongue-tied. He then hands her a stunning solitaire ring by Tanishq, which truly expresses his love for her. While a couple may have their fair share of ups and downs, they continue to celebrate their love in small ways. Through this film, Tanishq encourages couples to celebrate their special bond with a Tanishq Solitaire.

     

    The second Solitaire film revolves around a young couple who are living in together. The woman has just returned from a trip and they are having a casual banter about the gifts that she has brought for her partner and friends. She continues to goad him about what he did while she was away and chides him for not doing any of the activities he had planned. He then proposes to her with a Tanishq Solitaire and claims that he does not know how to have fun without her.

     

    Speaking about the films, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, said: “Couples today celebrate and showcase their love for each other in their own unique ways. Small differences do not take away from their pact to cherish and love one another. At Tanishq, we encourage couples to treasure their relationship and express their love through a Solitaire, which, like their relationship, is timeless. A Tanishq Solitaire is a symbol of their commitment and undying love towards one another.”

     

    Added Rajesh Ramaswamy, Executive Director, Lowe Lintas: “Solitaires have always stood for the ultimate symbol of love. In this series titled ‘expressions of love’, we’ve explored different contexts, and different stages of a relationship. The presentation of each of them have been treated very differently, and we’ve tried to capture the little nuances and layer. It is of course highly influenced by our own lives and people we know. We’ve had insane debates but a great deal of fun. It is produced by Absolute Productions who put together a crew that was as excited as us to tell these stories. We are hoping that people connect with it at a personal level.”

     

    Adding his thoughts, Hari Krishnan, President, Lowe Lintas, said: “Every relationship comes with own brand of romance and its own share of quirks. Tanishq understands the delicate nuances of every relationship. The solitaire is presented in this context as the ultimate expression of love.”

     

  • The campaign has been developed based on the insight that when you work silently and reliably behind the scenes, the only recognition that you get is the ‘smile of joy’ that you bring

    Lowe Lintas Pune makes smiles count for Kirloskar

    By A Correspondent

     

    Close on the heels of the ‘Omnipresent’ campaign by the Kirloskar Group last year, Lowe Lintas, Pune has unveiled another campaign that communicates how it brings joy and enriches lives across customer segments. The campaign has been developed based on the insight that when you work silently and reliably behind the scenes, the only recognition that you get is the ‘smile of joy’ that you bring. Thus the campaign idea of ‘Reverse Chain of Smiles’ was born.

     

    Commenting on the campaign, Madhav Chandrachud, President, Kirloskar Proprietary Limited said: “This is the sixth year of Kirloskar brand campaign in India and starting from ‘Engineering High-ground’ to ‘Positive Transformation’ to ‘The Invisible Yet Omnipresent’, the agency team has handled the communication seamlessly. Especially for engineering products, it’s critical that the communication is interesting enough for everyone to relate to. Also, the viewers need to emotionally connect with the brand without being burdened with the complex product stories. And when the brand is the leader, it needs to have a tone that steers clear of chest-thumping. We are happy to have a like-minded agency, partner us shoulder the brand custodianship over the years.”

     

    Speaking on the campaign thought, Vasudha Narayanan, Executive Creative Director, Lowe Lintas said: “Kirloskar is a great brand. Very few brands command so much respect and trust from consumers. That’s why it was important for us to capture this trust and yet stand out. Tracking the source of a kid’s smile from an ice-cream to a field gave us the opportunity. The treatment might look simple, but it was quite challenging, both creatively and technically. A commercial in reverse is not something that you see or make every day. It was quite a challenge and fun to script, visualize, shoot and edit this film. Both creatively and technically.”

     

  • The campaign urges all to reflect on whether we are doing enough to give back to our parents

    Volini makes one wonder if we deserve a #PatOnTheBack

    By A Correspondent

     

    Sun Pharma’s Volini has come up with a campaign titled #PatOnTheBack. This film celebrates the small ways in which children can give back to their parents.

     

    Commenting on the campaign, Vidhi Salgoacar, Head of Sun Pharma Consumer Healthcare said: “Overcoming pain to create beautiful moments in life is what Volini stands for. This campaign is one of Volini’s many initiatives to reach out to the evolving audience who have endorsed and trusted Volini and made it the No. 1 Pain Relief Brand1 of the country.”

     

    Highlighting the creative thought process behind the campaign, Joy Mohanty, Regional President – North & East, Lowe Lintas said: “We felt there was an interesting space around children who go the extra mile for their parents, those who take the pain to be part of their important moments. And the brand celebrates those that are committed to this.”