MxMIndia

Tag: Lowe Lintas

  • for MxM: Mohanty will lead the creative function for the Delhi and Kolkata offices of Lowe Lintas reporting to Chief Creative Officer, Arun Iyer

    Lowe Lintas appoints Joy Mohanty to head creative for North & East

    By A Correspondent

     

    Joy Mohanty,

    Lowe Lintas has announced the appointment of Joy Mohanty as Regional President – North & East. Mohanty will lead the creative function for the Delhi and Kolkata offices of Lowe Lintas reporting to Chief Creative Officer, Arun Iyer.

     

    In a career spanning 23 years, Mohanty has worked with leading agencies in India. His last assignment was as National Creative Director, Publicis Capital, from where he moves after over 11 years. His portfolio includes work for leading clients like Maruti Suzuki Corporate, Makemytrip, Maggi, Nescafe Sunrise, Nestle Every Day, Milkmaid, Intex, Subway, Spicejet, Swift, Apollo Tyres, Suzuki Motorcycles, LG Home Appliances and others.

     

    Welcoming Mohanty to the agency, Arun Iyer said, “Lowe Lintas Delhi has been buzzing with some spectacular work in the recent past. Having someone like Joy Mohanty lead and drive the creative function, will further consolidate our reputation as being the most creative agency in Delhi, as also to push forward the creative agenda in Kolkata. We welcome him wholeheartedly and look forward to working closely with him to usher in an even stronger creative culture in these 2 offices of Lowe Lintas.”

     

    Speaking about his new role at Lowe Lintas, Mohanty added: “It’s a great feeling to be part of an institution like Lowe Lintas. I have admired their work over the years. It will be an honour for me to add energy and momentum to a body of work already making waves. I can’t wait to get started.”

     

  • Raman will lead the agency's strategy offering across its offices in India

    Arun Raman joins Grey India as National Planning Head

    By A Correspondent

     

    Grey group India has appointed Arun Raman as National Planning Head. Raman will lead the agency’s strategy offering across its offices in India. He will be based in Mumbai, reporting to Sunil Lulla, Chairman and Managing Director, Grey Group India.

     

    On Raman’s appointment, Lulla said, “With the right attitude, mindset and unique working style, he is undoubtedly one of the best planners we have hired to give demonstrable impact on our existing and new brands, creativity, businesses and people. We are happy to have him back in the space that he can explore freely to lift our brand’s strategy and able to give a whole new identity to our agency and client’s products.”

     

    Raman returns to Grey from Lowe Lintas, where, as the Executive Director and worked across India and Sri Lanka on an array of clients such as Tata Beverages, Unilever, Axis Bank, Britannia and Indian Rayon amongst others.

     

    Speaking of his move, Raman said “Grey Group is truly playing the ‘integration’ game impressively.  I am looking forward to elevating the Famously Effective credo of Grey to become a way of life across our offices and teams. And we are going to have loads of fun looking for new opportunities across our truly impressive current client roster, as well as the kind of clients we seek for us”

     

  • As the news of Balki's exit begins to sink in, we asked Vikas Mehta, former Lowe and ad agency veteran, to analyse the adman's career graph

    Balki and his undeniable legacy

     

     

    By Vikas Mehta

     

    The news came out of the blue but it was not surprising. Balki had decided to leave advertising and focus on Films.

     

    What Piyush has done to Ogilvy, Balki has done the same and more to Lowe Lintas. Lintas as it was known then, was big and had produced effective advertising that yielded result in the marketplace. It was not necessarily spectacular neither was it all memorable. In fact before Balki came on the scene, Lintas was known to be the Lever agency and its work was a result more of the Unilever culture than anything else.

     

    Balki almost singlehandedly changed that. I don’t know if his coming helped Unilever change its advertising culture or it was just a coincidence that Balki came at the same time when Unilever decided to reengineer its advertising but Balki was the driving force in Hindustan Unilever and thus Lintas moved into the realm of effective, insightful and memorable advertising.

     

    To me, both Balki and Piyush made two big contributions to Indian advertising. One, effective advertising or advertising that yields results need not be boring or formulaic. And the second was both gave an Indian idiom to advertising. So while Lintas had produced Liril and Cherry Charlie, two great advertising campaigns of the 1980s, the Lowe Lintas that Balki fashioned gave Indian advertising gems such as Surf Excel, Tata Tea, Idea, Havell, Lifebuoy, Pepsodent and many more.

     

    But the one area where I personally think Balki went further ahead was the area of creative focus.  At a time when advertising awards were becoming not only important but were also catching the fancy of the Indian marketing and communication community, when any self-respecting creative wanted global awards on his resume, Balki took the bold step of declaring that for Lintas the only awards would be the marketplace and consumer acceptance. He channelised creative energy to make memorable pieces of communication which delivered effective results.

     

    He did not worry about losing creative people who craved awards. Because he motivated and gave focus to his people that the best award is the marketplace award.

     

    And that is the biggest legacy he is leaving behind at Lintas. People who create communication which is effective, which does its job, which is rooted in real insights and which win the ultimate award. Acceptance by the consumer.

     

    Vikas Mehta is a communications veteran having worked with Lowe, JWT & Havas in India, Middle East, Far East & North Africa. He has worked on global, regional and local mandates across a spectrum of clients like Unilever, Hero, Philips, Sony, J&J, GSK, Bajaj Auto etc. Currently he is on his own discovering the true Bharat while becoming a student by teaching them at various management institutes.

     

  • Hari has about 20 years of experience in the advertising and media industry; having spent most of it between Lowe Lintas, JWT, Star TV and Grey

    Lowe Lintas appoints Hari Krishnan as President – South

    By A Correspondent

     

    Lowe Lintas has announced the coming in of Hari Krishnan as the new President of its South operations. This appointment comes on the back of GV Krishnan’s recent exit.

     

    To be based out of Bengaluru, his remit includes the agency’s offices in Bengaluru, Chennai and Hyderabad. As the largest creative agency in South region, the portfolio includes over a 100 clients and brands such as Arvind, Britannia, Fastrack, Flipkart, Gold Drop, Hike, ITC Foods, MRF, Mobizz, Paperboat, Sonata, Tanishq, TI Cycles, TVS Motors and many other companies and brands.

     

    Hari, currently CEO of MullenLowe’s operations in Sri Lanka is in the process of transitioning into his new role.

     

    He had joined MullenLowe early 2015 from Grey India where he was heading their South operations.

     

    Hari has about 20 years of experience in the advertising and media industry; having spent most of it between Lowe Lintas, JWT, Star TV and Grey.

     

    Commenting on his move, Joseph George, Regional President – South & South East Asia, MullenLowe Group and Group CEO, MullenLowe Lintas Group, India said: “Hari has done an incredible job in Sri Lanka almost transforming our operations there overnight. Going by his track record across the agencies he has worked in, he is just the right person we need to build on the fantastic momentum that the South operations of Lowe Lintas have achieved over the past 3-4 years in terms of creative product and new business acquisition. Both of which, Hari is rabidly passionate about.”

     

    Hari Krishnan adds: “This is a homecoming of sorts for me since my association with Lowe Lintas almost 18 years ago started in the Bengaluru office. The India operations of Lowe Lintas has been on an unbelievable roll the past few years and my mandate is clear. The talent in our 3 offices in the South, especially the creative fire-power under Rajesh Ramaswamy’s leadership is just reassuringly and intimidatingly brilliant. Can’t wait to get started!”

     

    Speaking of succession for MullenLowe Sri Lanka, Joseph George says, “Our Sri Lanka operations are in a sweet spot thanks to all the efforts made in the past 18 months under Hari’s leadership and some fantastic clients. And we are perfectly poised to build on from here; which is why Hari’s replacement for the Sri Lanka CEO’s role is crucial; and so I am very pleased with whom we have found. The announcement will take place in a few days.”

     

  • The new Google ad by Lowe Lintas deals with fulfilling unfulfilled dreams

    Google unveils new campaign that emphasizes on fulfilling one’s dream

    By A Correspondent

     

    Keeping its focus on India, Google is trying to enhance consumer experience through their products and their effort to make internet more accessible to a larger pool of people. And, in order to do so, it has released its digital film titled ‘The Hero- A Bollywood story’. The film has been conceptualised by Lowe Lintas, Delhi.

     

    The agency had to crack an idea which not only impacted the masses but one that appealed to a wider audience across the country. They used the context, which most Indians can relate to- the context of unfulfilled dreams. Mostly, people tend to forget and move on from their unfulfilled dreams. The film highlights how Google, in its own way, can help you find that dream and chase it. To add a relatable and relevant touch, the agency has incorporated Indian cinema as a background. Bollywood is synonymous to hopes and dreams of thousands in our country, and through this film Google has tried to focus on cinema from a product perspective- enhancing film search results and create a range of search experiences especially for Indian cinema.

     

    Commenting on the new campaign, Sapna Chadha, Marketing Head, Google said: “Google has a long history of building products for India, and we wanted to make sure that when these millions of Indian cinema fans pick up their phone and ask Google about their favorite films, actors or songs, they get a delightful, local experience.”

     

    The film is about the journey of a father-son duo, where in the son is trying to fulfill his father’s long lost desire to work in movies. It is about them rediscovering dreams – Bollywood style – with Google Search by their side.

     

    Arun Iyer, Chief Creative officer, Lowe Lintas said, “With a nation that’s crazy about cinema, thousands of people land up in Mumbai every day to be part of this magical world. But very few get to live their dreams. This film was inspired by those lost dreams and new journeys. The story was created around the product that takes you on an emotional journey.”

     

    Commenting on the campaign, Naveen Gaur, President, Lowe Lintas said, “Nothing unites this nation like cinema does. So we took that as the context to expand the relevance of Search in people’s everyday life. Cinema is so engrained in us that we always endlessly want to know about films and the stars. Google with its enhanced search does a great job in helping people know anything about Movies and much more.”

     

  • The latest film proves it’s never too late to take a leap of faith

    Tanishq encourages women to try something new

    By A Correspondent

     

    Tanishq has always been at the forefront of crafting flawless jewellery for the modern woman. In its latest commercial for the launch of Niloufer collection, the brand is celebrating the woman of today and how she looks forward to exploring different paths; be it her career or everyday life.

     

    The story focuses on the woman of today. A woman who is unafraid to speak her mind and knows what she wants while being successful in achieving it. A woman who knows how to convert her dreams into reality. The film showcases the brand’s latest diamond jewellery collection Niloufer as the perfect choice for the modern woman who pursues her passions whole-heartedly. The commercial shows how the contemporary design of the Niloufer collection is the perfect adornment that compliments her success.

     

    The film revolves around a young woman entrepreneur who has been recognized for her accomplishments. The narrative is light-hearted, yet evokes a sense of pride in the mind of the viewer and subtly brings alive the woman’s ability to persevere despite being faced with obstacles.

     

    The film ends with the line “for those who are willing to try something new”, which captures the essence of the occasion.

     

    Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, said, “The Indian woman is evolving. She is not afraid to venture and explore uncharted paths. She is no longer behind the scenes. She is out there, wants to be heard and she wants every piece of jewellery she adorns to reflect her fiery personality. Keeping this new-age woman in mind, we at Tanishq have launched Niloufer. This collection film echoes the sentiment of the modern woman; a go-getter who is unafraid while also wanting to be fashionable. This contemporary collection is sure to compliment her in every path that she explores, giving her the confidence to be the progressive woman of today”

     

    Rajesh Ramaswamy, Executive Director, Lowe Lintas added, “This collection has some very interesting new designs. It’s for someone who is keenly seeking out something new and different. And is willing to experiment. Usually these kind of people are portrayed as someone very bold and slightly cold. Which is not entirely true. We’ve shown the story of a young entrepreneur. While it’s about her achievement, we presented the human side of her story. A successful woman who remembers her ‘sorry’s and doesn’t forget her ‘thank you’s.”

     

  • News channel CNN-IBN undertook a significant refresh and renamed its television and digital platform. Does it work? We asked three discerning professionals for their views

    CNN-News18: Will the change be gamechanging?

    By Anuka Roy

     

    What’s in a name? This famous quote by Shakespeare may or may not hold true for media organisations. On April 19, the Network 18 group rechristened its English news channel CNN-IBN to CNN-News 18. The new name and logo was revealed from 8 pm onwards.

     

    A new tagline- On Your Side- along with a revamped studio was also revealed as part of the re-branding exercise. IBNLive.com will now be called News18.com. Prime Time 2.0, a new show, will be telecast between 8 and 11 pm; comprising of on-ground reporting, opinions, debates and humour-laden content. In the press release, they said that, the focus will be on “making news more relevant to its viewers by bringing immersive journalism to the fore.

     

    Said Adil Zainulbhai, Chairman, Network18: “A decade back, CNN-IBN re-invented news by getting to its viewers the benefits of a reputed international news partner CNN, and eventually emerging as the most awarded English general news channel. We are optimistic about bringing this change wherein we will keep the journalist and the consumer at the centre of our programming, which is the critical need of the hour,”

     

    So, will this re-branding excercise work? What do people have to say about it? MxMInida asked a cross-section of experts about the same and here is what they had to say,

     

    > Old wine in new bottle? Do you think the change is cosmetic? Because the people are the same, and it’s just a slicker, newer version?

    Avik Chattopadhyay, a senior marketing and brand consultant (AC): I actually watched the channel for an hour. There seems to be some new programming, like “Big 5 @ 10”. The colour palette seems new. But it is early to conclude whether it is purely cosmetic or is the channel making the most of the change in name to have a substantial change. to set it aside from others and truly distinct.

     

    Vikas Mehta, formerly CEO, Lowe Lintas, Dubai, currently blogger and consultant (VM): My take is simple. The media brand is CNN, which has a bigger brand equity. To me it doesn’t make much of a difference.

     

    Sushobhan Patankar, professor at Symbiosis Institute of Media and Communication and former employee of Network 18 (SP): As far as I’m concerned, it’s kind of sad for me. I’ve been associated with CNN-IBN since its launch in 2005. The brand had slipped since Rajdeep Sardesai’s exit. It is difficult to predict.

     

    > CNN-IBN has been a household name for around a decade. Do you think the rebranding will mean that it will take the channel some time to become a household name? Headlines Today did change to India Today, but India Today was a known media brand….

    AC: Guess the change in name is not that significant to create a total disconnect from its previous avatar. It is an evolutionary rebranding… not a revolutionary one. As long as the “CNN” name remains, the viewer will be able to connect. If it were called “Newswork 18” or something as drastic, it would have been another matter.

     

    VM: I don’t have research to back up ,when I’m watching CNN-IBN, I would say I’m watching a CNN channel. But for the consumer to realise it would take sometime… but it doesn’t matter much

     

    SP: When ABP acquired Star News, the channel was known for its faces. I feel faces are bigger than brands. Brand change doesn’t matter. Brands are not important but faces are.

     

    > CNN-IBN is today far from being the leader on the ratings roster. Do you think the new look and thrust will help build it?

    AC: It is all about content, content and content. They have some big names like Swapan Dasgupta, Vir Sanghvi and Bhupendra Chaubey. Now they need to create the right relevance with the target viewer they want to reach out to. It cannot be the same as one who watches Times Now or India Today or…

     

    VM: That’s true. I don’t.know the actual reason why they have done the rebranding . May be they are trying to refurbish the brand. It’s handled right in terms of raising interest that something new is happening in the channel. When Star News changed to ABP news, they handled it quite well. The viewership didn’t suffer because they kept the curiosity factor high. It’s kind of a lot has changed but nothing has changed at all. It means it has to better than what it was and needs to be better perceived than what it was. If the change is cosmetic, it won’t make a difference but if the content has changed dramatically in terms of stories, anchors, then definitely it would make a difference.

     

    SP: I don’t know what their editorial plan is. If they create new content and follow a new model, it might work but if they stick to the old model it may not.

     

    > Your view on whether the masses are indeed interested in news without an agenda… or do they like the noise at primetime?

     

    AC: Not everyone wants to ‘view’ noise. There is definitely a substantial segment that looks for quality and credible content. And there can be no news without an agenda…even if it is “100% unbiased truth”…this is also a credible agenda, possibly the most difficult to achieve and deliver over time. There are news platforms that have painstakingly built their reputation on agendas that people actually appreciate and value. CNN News 18 needs to define and deliver the same for itself. Give it time…

     

    VM: I don’t know what you mean by masses. This is a niche channel. It is aimed at higher SECs. This is my personal view, I don’t have a research to back it, a lot of consumers want to see the reality. But a lot of channels are giving a twist of their own. For me, the masses are looking for channels without a biased point of view. They want to judge for themselves.

     

    SP: There should be an element of spectacle. There needs to be drama to engage the audience. The audience wants something chatpata. So yes, people are more interested in primetime drama.

     

  • Dhoni resoundingly captures and brings alive the brand idea by pulling out a day in his life to a person who’s ascribing his success to luck

    MSD endorses benefits of Revital H in latest campaign

    By A Correspondent

     

    As part of Revital’s future growth plans, it has unveiled a new campaign featuring youth heartthrob and captain of the Indian cricket team Mahendra Singh Dhoni.

     

    For Revital H’s next leap, it was imperative to further enhance its relevance and be seen as a partner in good health offering not just physical energy but also mental agility. The need was for a persuasive and well differentiated messaging delivered through a brand endorser who strongly personifies both physical fitness and mental alertness. With that intention, the most successful Indian cricket captain MS Dhoni was roped in as Revital H’s brand ambassador.

     

    The integrated campaign, created by Lowe Lintas Delhi rests on the powerful and intrinsically Indian insight that often success is attributed to luck thereby diluting all the effort that goes behind the achievement. The campaign vividly attempts to correct this misnomer and pave way for the brand as a partner of success while embodying hard work and mental alertness. Dhoni resoundingly captures and brings alive this brand idea by pulling out a day in his life to a person who’s ascribing his success to luck.

     

    Naveen Gaur

    Commenting on the new campaign, Naveen Gaur, President, Lowe Lintas Delhi said, “The challenge for the agency was to take a really popular leader brand like Revital H to the next level of growth by creating a highly persuasive campaign. In its attempt to become a fast-evolving, achiever society there is a huge stress that’s laid on professional and personal success among individuals. The campaign attempts to position Revital H as a partner of success.”

     

    Arun Iyer

    Sharing his thoughts on the campaign approach, Arun Iyer, Chief Creative Officer, Lowe Lintas said, “The campaign stems from the interesting insight that many times the success achieved by others is ascribed to their luck and all the effort that goes behind gets diluted. We took a leap on this insight and created communication that most Indians would resonate with.”

     

     

    Subodh Marwah

    Adding his insight on the new campaign, Subodh Marwah, VP & Head, Sun Pharma Consumer Health Care said, “The goal now is to expand our reach and induce higher trials and we plan to do it in a way that will be well received by the consumers. In Mahendra Singh Dhoni, we have found a perfect ambassador who is not only a physically fit athlete but also boasts of extreme mental agility – attributes that define Revital H at its core.”

     

    Revital H is positioned as daily health supplement for overall health and wellbeing, with H connoting ‘Health’. It is a complete and balanced daily health supplement that contains vitamins, minerals and ginseng. Revital H is the flagship brand of Sun Pharma Global Consumer Healthcare.

     

    The campaign will go on air during the T20 Cricket World Cup and would span the offline and online mediums for maximum reach.

     

  • Whether the conversation is about recycling, upholding the law or saving water, the brand tells its audience to never have a 'never have I ever' moment

    ‘Never Have I Ever moment,’ proclaims Fastrack in its latest campaign

    By A Correspondent

     

    Fastrack has unveiled a three-film campaign, ‘Never Have A Never Have I Ever’ that hit the screens on 20th February, 2016.

     

    Fastrack’s latest campaign is a reflection of the way the youth lead their lives in the face of constant pressure to do something worthwhile and different. These quirky yet relatable commercials show the youth living up to these expectations in their own creative way. They don’t take setbacks or themselves too seriously and handle the lemons that life throws at them, in the best way they know how. Whether the conversation is about recycling, upholding the law or saving water, the brand tells its audience to never have a ‘never have I ever’ moment.

     

    Sharing his thoughts on the latest campaign, Hemal Panchamia- Marketing Head, Fastrack says, “As a brand we encourage our audience to look at the lighter side of things. In true Fastrack style, our latest three-film campaign is quirky, relatable, fun and unapologetic. The campaign redefines certain social causes in the language of today’s youth, encouraging them to chill out and lead interesting lives.”

     

    Speaking about this campaign, Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas says, “It’s always fun to work on Fastrack but we had an especially great time conceptualizing and executing this campaign.  Coming up with situations for these films didn’t feel like work at all. It felt like one long party, sitting around with friends, recalling or making up crazy stories. The director, Vishwesh of Corcoise Films brought his own quirky vibe to the table and we’re very happy with how the films have turned out”

     

  • A brand new commercial which features the two stars will soon be aired across markets in India

    Farhan Akhtar, Siddharth to endorse Britannia Nutrichoice

    By A Correspondent

     

    Britannia NutriChoice has unveiled a new campaign with an objective to generate widespread adoption for NutriChoice Digestive by using the health hook of ‘high fibre’.In its bid to broadbase the adoption of Britannia Nutrichoice, the brand has signed on Farhan Akhtar and Siddharth as brand ambassadors. A brand new commercial which features the two stars will soon be aired across markets in India.

     

    Commenting on the new campaign, Ali Harris Shere, Marketing Director, Britannia said “Nutrichoice Digestive is the No 1 Hi Fibre biscuit brand in India. To expand the category, It is important to build the superior health credentials of the brand(High Fibre) in a tangible manner. Extensive consumer work told us that the proof of the Hi Fibrewas in the unique taste of the product – natural and grainy. Therefore, we came up with a simple, yet powerful campaign idea “Feel the Fibre in every bite”. We feel Farhan and Siddharth are celebrities who stand for taking the right and smart choices in life and they personify the values of the brand – Honest & Sensible.”

     

    Rajesh Ramaswamy, Creative Head, Lowe Lintas said “There has always been an element of honesty in all Nutrichoice communication. We wanted to maintain that. And we needed someone with a certain degree of genuineness and authenticity. Farhan and Siddharth seemed like the perfect fit for this campaign.”

     

  • The campaign through a new TVC urges consumers to upgrade their mindset and not give up on their dreams as there is always a good bargain on OLX

    ‘Upgrade’ takes a new meaning in OLX’s latest ad

    By A Correspondent

     

    A step forward in life is usually symbolized with an upgrade in physical goods that come at a price. But often an upgrade in mindset brings about a change which reaps benefits without compromising on your dreams or your wallet. This is what OLX’s new TVC depicts – live a contented and independent life without compromising on your dreams by borrowing snippets from everyday life situations of modern working couples in mid-level corporate jobs. Giving its successful campaigns, ‘Bech De’ and ‘Keemat Bhi, Kuch Keemti Bhi’, a new outlook, OLX has released a television Ad, ‘Aadhe Tere, Aadhe Mere’ continuing with the successful punch line “keemat bhi, kuch keemti bhi, OLX pe Bech De”.

     

    Said Amarjit Singh Batra, CEO, OLX India, “As a consumer-to-consumer (C2C) platform OLX believes in bringing people together for win-win exchanges, and improving their lives. The ‘used car’ segment on OLX witnesses exceptionally fast transactions and offers great cars and value for both  buyers and sellers on making us the most preferred platform for used cars. The desire to upgrade comes most naturally to consumers making selling of used cars relatively more established as a behavior. Through this TVC we are trying to highlight how OLX plays a role in the daily life of people, allowing them to take decisions that bring loved ones even closer and also make their lives easier. Since car is a big-ticket purchase, we try to make the experience stress free. Thus we took the lead in offering inspection of cars which is a value-added service for the buyers.”

     

    Conceived by Lowe Lintas, the TVC depicts the story of a modern working couple getting ready to leave for their respective offices. While the husband’s getting ready, the wife is waiting outside their car looking at her watch since she is getting late for work. He drops her off at her office and reminds her that he will pick her up at 6.30 in the evening. After a hectic day at office, she gets a text from her husband saying that he will be late by an hour. She waits for him while the rest of her colleagues have left. Finally she gets a text saying that he won’t be able to make it and she should grab a taxi and head home. While she is pondering over the day’s events, the husband reaches home and they have a conversation where she expresses her concern. She tells her husband that she used to be more independent before she got married compared to what she is now. The husband thinks about it and decides to sell his car. He uploads an ad on OLX app and sells the car after meeting the buyer. The next scene shows the wife leaving for office, when she is surprised to find two smaller cars instead of the previous sedan of her husband. The husband then asks the wife to choose her own car which leaves her happy and surprised. The TVC ends with the tagline, “keemat bhi, kuch keemti bhi, OLX pe Bech De”.

     

    Said Shayondeep Pal, Executive Creative Director, Lowe Lintas, “Under the umbrella of Keemat Bhi, Kuch Keemti Bhi, OLX has managed to blend in seamlessly the societal issues and behaviors that people can relate to. Our task was to take the thought forward and strengthen the proposition with a new lens. The story is about a modern working couple who have mid-level corporate jobs. It challenges the traditional aspects of an upgrade, and talks instead of an upgrade in mindset. The idea was to resonate with young couples, for whom self-reliance and independence are important aspects in relationship building.”

     

  • He would oversee creative strategy and design for brands

    LinTeractive appoints Parag Shahane as Unit Creative Director

    By A Correspondent

     

    LinTeractive, the digital arm of the Mullen Lowe Lintas Group India, has announced the appointment of Parag Shahane as Unit Creative Director. Parag has joined the team effective October 2015 and will report into Vikas Mehta, Group CMO | President, Group Marketing Services.

     

    At LinTeractive, Parag’s remit would be to provide creative answers to clients who are seeking cutting-edge digital solutions for their brands. He would oversee creative strategy and design for brands.

     

    LinTeractive has been witnessing promising growth in recent months with a host of clients making a beeline to lap up digital solutions being offered by the firm. With more than 25 clients in its fold including heavyweights like Woodland, Dr Agarwal’s Eye Hospital, Godrej, Karvy, Dabur etc LinTeractive is looked upon as a preferred agency for brands that’re looking for fresh and innovative online & offline ideas to achieve their stated objective.

     

    Welcoming Parag onboard the team, Vikas Mehta said: “Since its reboot last year, LinTeractive has seen growth on all fronts – business, brands and clients. To sustain this momentum, it’s imperative for us to keep adding more fire-power to our digital ambitions. We’re thrilled to welcome Parag on board. His upbringing in Lintas, coupled with his more recent successes in other digital companies will come in handy towards fulfilling our objective of mainlining digital.”

     

    A former Lowe Lintas hand, Parag joins LinTeractive from Pinstorm where he held the post of VP – Creative. Prior to Pinstorm, Parag has played senior roles in agencies like Y&R, Mudra, JWT Colombo and FCB Ulka.

     

    Commenting on his appointment, Parag said, “Lowe Lintas is not just an advertising agency, it is looked upon as an institute of communication in this country. As a proud product of this institute, I am honoured to be a part of LinTeractive. Of late, digital has been adding new dimensions and has been at the forefront of creating new eco-systems for brands. Building great brands and creating more meaningful conversations around the brand, through new-age media and technology will be our mantra. In the constantly changing dynamic world of digital, the focus will be on smartly dividing challenge and opportunity to create magic around brands.”

     

    In his entire career span, Parag has been instrumental in providing creative throughput and strategy to more than 50 brands across the sectors of FMCG, Automobiles, Media, Hotels & hospitality, Banking & Insurance, Fashion, Entertainment, Pharmaceutical etc.

     

    Parag’s immense talent has resulted in him bagging a host of creative & effectiveness awards, both in India and overseas.