MxMIndia

Tag: Lowe Lintas

  • New film by Lowe Lintas Ahmedabad sends out a stern message advocating for compulsory change in mindset amongst the rural menfolk

    Astral gets women brigade to warn menfolk of social evils from open defecation

    By A Correspondent

     

    Open defecation: an issue that has been spoken about at great length in the recent past but has there really been any change in the habit? While the jury is still out there in the open, there are a few brands that have taken the onus of pursuing the cause and educating the masses on the need to stop defecating in the open. This initiative has especially gained steam after Prime Minister NarendraModi’s call under the Swachh Bharat Mission. Asserting its role as an evangelist for the cause, Astral Pipes has come up with a social message on the subject through its latest film.

     

    Sharing his thoughts on the need to be associated with this social cause, Kairav Engineer, Senior Business Development Manager, Astral said: “Astral Pipes is a leader in the CPVC pipes category. Our leadership is attributed to our single-minded focus on innovating to create efficient water management products. But, at one end where we are pioneering products that improve the quality of sanitation management in our country, there are still thousands of women who are denied basic sanitation, forcing them to resort to open defecation. With this campaign, we are not only hoping to spark a realisation about the evils of open defecation amongst those who are the most inflicted, but also support the government’s Swachh Bharat initiative by creating awareness among masses and playing our part as responsible corporate citizen.”

     

    Talking on the campaign, Sagar Kapoor, ED, Lowe Lintas said: “We are very excited to begin the Social Mission journey with brand Astral. The issue of open defecation has been taken up by many brands and authorities. And thankfully so. There’s so much to be done in the area. The irony is the rural menfolk take this issue as lightly as a nag by the women. While on the other hand open defecation has drastic outcomes like eve teasing, rape and even murders of women. Our communication piece therefore has taken a very different tone and pitch, to bring about not just awareness but also effect change.”

     

  • The new integrated campaign will have a multi-pronged approach, with reach on TV, in-store and across digital and social platforms

    Burger King launches inaugural campaign for Wooper, er, Hopper, erWhopper

    By A Correspondent

     

    Burger King India has launched its first ever TVC, with an aim to establish its signature product, the Whopper as the leader in the market. The campaign conceptualised by Lowe Lintas Mumbai and the film, directed by Kishore Iyer of Nirvana Productions, is primarily targeted to India’s millennial generation, and will aim to strengthen brand awareness.

     

    The integrated campaign will have a multi-pronged approach, with reach on TV, in-store and across digital and social platforms.

     

    Said Raj Varman, Chief Executive Officer, Burger King India: “The Whopper is inimitable and bigger than a quintessential burger in both flavour and size. This is exactly what we wanted to impress upon in this campaign. Our guests absolutely love the Whopper and give us credit for offering a big product at an affordable price. This commercial is a great combination of a real consumer insight and a powerful product differentiator.”

     

    Added Arun Iyer, Chairman & CCO Lowe Lintas: “Whopper is the flagship product of Burger King, globally. The brief was to launch this flagship product in India by telling the millennials this truth “It’s not a burger, it’s a whopper” while keeping it in sync with the brand philosophy of “your way”. However the challenge for us from the India context was two fold – “Whopper”, the word, is not used enough plus we needed to bring alive the brand philosophy (of Your Way) for the Indian millennial. That’s when we noticed the Indian truth for the Whopper- it was mispronounced a lot thanks to the way the spelling reads. We felt this ‘mispronunciation’ was an opportunity to leverage wherein the brand accepts millennials as they are and also demonstrates its ability to laugh at its own reality of people mispronouncing the whopper, hence the idea of “call it whatever, never a burger”. This not only landed the brand philosophy but also delivered on the core attribute of ‘authenticity’ that the brand has at its core.

     

  • The agency was selected for presenting a brand promise and communication plan that aligned well with Burger King's roadmap for the Indian market

    Burger King assigns creative project to Lowe Lintas, Mumbai

    By A Correspondent

     

    Burger King, the popular QSR renowned for its iconic Whopper, has assigned its upcoming creative project to Lowe Lintas, Mumbai. The agency will be handling the launch communication for its signature product ‘The Whopper’.The agency was selected for presenting a brand promise and communication plan that aligned well with Burger King’s roadmap for the Indian market.

     

    On appointing Lowe Lintas, Kapil Grover, CMO, Burger King India said: “Creative agencies are like an extended marketing team. It’s important to have partners who understand the brand and share the same passion. Lowe Lintas has been one of the leading creative agencies in the country, with a good assortment of brands and a very talented bunch. We look forward to some very interesting work and building Burger King as an iconic brand in the Indian market.”

     

    Commenting on the win, Raj Gupta, CEO, Lowe Lintas said: “The new quarter has begun well for us where clients are equally excited to avail our expertise in servicing them. Burger King is a leading QSR name globally and it is no different in India, where it has managed to make a mark in the shortest time possible. We are happy that our ideas have been appreciated by the client and look forward to bringing about a profound change in the way they are consumed and loved by the customers. You can look forward to some interesting work soon.”

     

  • Dube will be responsible for driving growth for the agency and its clients

    TBWA\Mumbai appoints Abhijit Dube as GM

     

     

    Abhijit Dube has joined TBWA\Mumbai as General Manager with immediate effect. Reporting to CEO Govind Pandey, Dube will be responsible for driving growth for the agency and its clients.

     

    Said Govind Pandey, CEO TBWA\India, “Abhijit’s appointment is key to TBWA\Mumbai operation, which shift to a more focused, less traditional, Digital First model.  His appointment adds further depth to a strong team of extremely talented individuals who are agents for change.”

     

    Dube was until recently senior vice president at Lowe Lintas where he was responsible for managing the global portfolio of Lifebuoy Soap, where he lead the global roll-out for the brand’s most recognised communications. He also led the Saffola, Pepsi, Horlicks, Nourischo and MTS accounts.

     

  • He was until now, President, Lowe Lintas in charge of the New Delhi (NCR) operations

    Naveen Gaur appointed COO, Lowe Lintas

    By A Correspondent

     

    Naveen Gaur

    Mullen Lowe Lintas Group announced the elevation of Naveen Gaur as Chief Operating Officer, Lowe Lintas. He was until now, President, Lowe Lintas in charge of the New Delhi (NCR) operations.

     

    Effective immediately, Gaur would oversee Lowe Lintas’ offices in New Delhi (NCR), Bangalore, Chennai, Hyderabad and Kolkata. He continues to be based in New Delhi and will report to Raj Gupta, whose elevation to CEO, Lowe Lintas was announced a few days back.

     

    Commenting on the appointment, Joseph George, Group Chairman & CEO, Mullen Lowe Lintas Group said: “Naveen has played a significant role in strengthening Lowe Lintas’ operations of New Delhi (NCR) and has had an incredibly successful run the past 5 years. His proven track record of driving growth and creative excellence makes him a very strong support for the Lowe Lintas leadership of Arun Iyer and Raj Gupta as we put in place an ambitious and futuristic road map for the agency.”

     

    Commenting on his appointment, Gaur said: “It’s a great opportunity and a privilege to further strengthen this great agency, as we move into this ever changing dynamic business environment. I look forward to partnering with Arun and Raj to drive this agenda.”

     

  • The film has been conceptualised by Lowe Lintas and directed by Mikon Van Gastel

    Liva’s latest campaign starring Kangana Ranaut creates stir

    By A Correspondent

     

    Aditya Birla Group has unveiled a new campaign by Lowe Lintas starring KanganaRanaut. It is about a new-age fabric called Liva that infuses incredible fluidity into garments, notes a communique.

     

    Said Rajeev Gopal, CMO, Birla Cellulose: “The vision of brand Liva is to provide Indian consumers a choice of fabric, which can allow them to dress fashionably and yet be comfortable and fluid. Also, as LIVA promises fluidity, it comes alive much better in a moving medium than in print. So it’s a natural progression for the brand’s advertising to now move from print to television.”

     

    Added Raj Gupta, CEO, Lowe Lintas: “Liva is certainly going to bring about a transformation when it comes to fashion garments. It’s fluid, soft and drapes beautifully, so much so that it moves with you. As compared to most other fabrics that box you in, Liva liberates you.”

     

    Commented Deepa Geethakrishnan, National Creative Director, Lowe Lintas: “Liva is not just a natural fibre, or a fabric, or a garment or a fashion statement. Liva is all of this and more!! The challenge was to bring alive this story of LIVA, in an edgy way, so it stands out in the cluttered fashion playground. And who better than Kangana Ranaut, to flaunt the Liva Flow!”

     

    About the concept of the film, Director Mikon Van Gastel Director said: “Liva transforms a fabric and it makes it really fluid, so it becomes all about metaphors and movement and it is little bit complicated to think about and to translate that into visuals but that’s what makes it exciting.”

     

  • The campaign has gone live on popular television channels across the country and is being complemented by communication across online and Outdoor mediums as well

    Reliance Trends and Lowe Lintas Bangalore create campaign for youth

    By A Correspondent

     

    Leading apparel retail chain Reliance Trends has launched a nationwide brand campaign to announce its new brand positioning along with the new visual identity. The brand has taken on a youthful, contemporary and a more fashionable imagery. The campaign by Lowe Lintas Bangalore captures the creativity and spontaneity of today’s youngsters.

     

    Commenting on the new campaign, Akhilesh Prasad – CEO Reliance Trends said: “We live in interesting times.Fashion as we know it, has evolved tremendously over the last decade. Reliance Trends has redefined the value fashion segment in the country. Staying in sync with the times, we have unveiled our new brand identity and positioning, making the brand more fashionable and youthful. The launch film will showcase Reliance Trends in a new avatar and firmly establish it as ‘the largest destination for the widest range in value fashion’.  This changeover marks a new phase of growth for us as we consolidate our position as the biggest fashion retailer in the country.”

     

    Highlighting the thought process behind the campaign, Hari Krishnan – President, Lowe Lintas said: “The launch of the new identity for Reliance Trends, was an opportunity to establish that Fashion & Trends go hand in hand. Our creative team along with Zoya Akhtar have created the right balance of high fashion and everyday relevance”

     

  • OLX releases new brand campaign derived from latest trends & consumer insights

    Six months is all it takes to undergo change, affirms OLX in latest campaign

     

     

    OLX has announced the launch of its latest brand campaign that has gone live on television and digital, and will be amplified across radio, social media, and out-of-home in the coming weeks.

     

    Known as the ‘6 Months Break-Up Challenge’, the campaign urges people to sell pre-owned goods that they haven’t used for at least six months. The campaign is based on the insights gathered from CRUST (Consumer Research on Used-Goods and Selling Trends), OLX’s annual consumer survey to understand user behaviour towards used goods, as well as other consumer trends.

     

    According to CRUST 2016, conducted by leading research firm IMRB, stocking is the most common activity pertaining to pre-owned goods, and Indians are stocking unused goods to the tune of ₹ 78,300 crores in their homes. The survey had also revealed that 37 per cent of the respondents cite the age-old excuse of ‘I’ll use it one day’ as their top reason for stocking used items.
    Said Amarjit Singh Batra, CEO, OLX India, ​​“There are still so many people in India who arestocking things they have no use for under the excuse that they’ll use it one day. This leads to inefficiency in our lives, in the economy, and in our society. The Rs 78,000 crore of pre-owned goods being stocked in Indian homes has the potential to find its way back into the economy and into our lives, but it’s lying idle and being wasted. We want India to unlock the potential of these pre-owned items by looking inside their homes. This will help bring about a bigger change by letting us consume more judiciously and wasting less.”

     

    Conceptualised by Lowe Lintas, the ‘6 Months Break-Up Challenge’ campaign focuses on both the buyer and the seller, highlighting the ease and the convenience of the hyper simple buying and selling experience in a trusted environment.

     

    Said Naveen Gaur, President, Lowe Lintas: “In this campaign, we wanted to continue the journey we had started with in our last campaign, where we managed to pitch the brand in a cooler, younger, and trendier way to the youth. Our task here was to make people realise that everyone had something or the other lying around that they were not using on a regular basis.  We wanted to seed the behaviour of selling these lesser used goods rather than letting them become a blind spot. The creative idea was to encourage the audience to take up the 6 months’ challenge, where they could identify things that they had not engaged within 6 months, and then “break up” with those things by selling them on OLX.”

     

     

  • The brand's latest wedding film captures the special bond between a father and his daughter

    Tanishq launches Rivaah for the Indian bride

    By A Correspondent

     

    The relationship between a father and his daughter is a special one. Tanishq’s latest film for wedding jewellery Rivaah captures this very bond. Through this film, Tanishq celebrates the fact that regardless of which part of the country you hail from, every father feels the same way when his daughter is getting ready to sail into wedded bliss.

     

    Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, said: “Every father in the world wants the best for his daughter and for her wedding day to be the most special day of her life. The launch of Rivaah is our endeavor to ensure that every father can give his daughter the best wedding jewellery as she begins a new chapter in her life. Every piece from the collection embodies the promise of Rivaah – to give the bride the best in terms of design, value and purity at competitive pricing.”

     

    Added Arun Iyer, CCO, Lowe Lintas: “As easy as it is to know that a father and daughter bond is always unique and strong, depicting it is equally difficult. We found six different insightful situations to highlight the singular feeling of love a father has for his daughter. And we’re glad we were able to capture this beautiful bond no matter which region the setting was in.”

  • With an inclusive approach, this campaign aims to create a fresh perspective on women and lingerie in India

    Zivame makes a powerful statement with #FitForAll

    By A Correspondent

     

    Zivame, India’s leading lingerie brand, announced the launch of its new campaign #FitForAll. The campaign portrays real, relatable Indian women feeling their confident best in lingerie. With an inclusive approach, this campaign aims to create a fresh perspective on women and lingerie in India.

     

    This campaign revolves around the thought that when Indian women come in all sizes, so should lingerie. It has been developed based on consumer insights* that most women find it challenging to get lingerie in sizes other than ‘so-called popular sizes’ in the market.

     

    Sirisha Tadepalli, Marketing Director, Zivame says, “At Zivame, we put consumers at the core of everything we do.Being in the e-commerce business has given access to rich data. This, when combined with our understanding of various body types, has led us to creating the widest range that Indian women truly deserve – from 28A to 46H. To bring this alive, we’ve chosen a cast that’s diverse, in terms of body type and life-stages. This film is our endeavour to ensure that every woman finds her perfect fit, and doesn’t have to ‘fit into’ anything, be it lingerie or life.”

     

    The ad film runs for a duration of 45 seconds and 30 seconds each and will be telecast for a period of 4 weeks on leading English and Hindi general entertainment, movies and lifestyle channels.

     

    Rajesh Ramaswamy, Executive Director, Lowe Lintas adds, “Most lingerie ads feature lingerie models, and as a result, we felt like the category itself lacked a certain authenticity. Because lingerie is such a personal thing, we wanted our communication to be an honest representation of women in India today. We used real women from various walks of life to illustrate just how diverse and awesome they really are. A simple proposition that captured this spirit of#FitForAll”

     

    With its mobile app and Fit Studios, Zivame aims to make its promise of #FitForAll accessible to more and more Indian women, thus redefining women’s relationship with lingerie.

     

  • 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.

     

  • The 20 MP Dual Front Camera Vivo V5 Plus has the coolest camera features to capture the #perfectselfie moment

    Vivo V5 Plus shows how two is better than one

    By A Correspondent

     

    On the heels of launching the successful Vivo V5 smartphone with a beautiful romantic film with Ranveer Singh, Vivo is back again with yet another handset.

     

    The 20 MP Vivo V5 Plus smartphone has been launched with a romantic sequel conceptualised by Lowe Lintas Delhi and produced by Lin Productions.

     

    Launching the new TVC, Vivek Zhang, CMO, Vivo India said, “Our new TVC for V5 Plus is a romantic sequel of the V5 TVC and is set in romantic backdrops around the world. In yet another memorable act, Ranveer Singh, our brand ambassador, is seen creating amazing bokeh effects with the all new V5plus powered by a first ever 20MP powerful front dual camera lens. The new TVC captures the true essence of our latest offering V5 plus in a refreshing manner, which is designed to offer crystal clear clarity and additional depth of field. We are certain that audience will love the new TVC and also expect encouraging response to V5 Plus.”

     

    Said Janmenjoy Mohanty, Regional President - North & East, Lowe Lintas: “We wanted to make the audiences emotionally connect with the product and portray the features against the romantic love story of Ranveer Singh travelling across the world to his lover’s city and give her a big surprise. Ranveer clicks #perfectselfies through the film to communicate to his lover and then finally to give her the surprise of a lifetime.”