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Tag: Lowe Lintas

  • The storyline of the TVC revolves around a couple on the brink of separation

    Urban Ladder plays the emotional game with ‘Brings You Closer’

    By A Correspondent

     

    Online furniture company Urban Ladder has unveiled a new brand campaign ‘Brings You Closer’.  The online furniture and home décor company’s first TVC went on air on 27th January’15.

     

    The storyline of the TVC revolves around a couple on the brink of separation. While the husband is packing up to move out, the wife points at the sofa in their living room and suggests he should take it because he bought it. The husband however insists she keeps it since she selected it. Just before the husband is about to leave, the couple wonders why they haven’t been able to sit together and talk about their problems. The film ends with the couple attempting a conversation on the very same sofa.

     

    Rajiv Srivatsa

    Expressing his views on the campaign, Rajiv Srivatsa, COO & Co-founder, Urban Ladder said, “Home is where people connect with each other, and furniture plays an important role in it. Furniture is no more just a functional element; it’s a representation of one’s identity and also of moments shared together with loved ones. Our brand campaign ‘brings you closer’ aims to highlight this warmth, and the emotional undertones that Urban Ladder adds to a home, with only a subtle product reference.”

     

    The campaign has been conceptualized by Lowe Lintas.  GV. Krishnan, Executive Director, Lowe Lintas said, “We saw a unique opportunity to differentiate and say an emotional story and this inspired us to conceive the idea – ‘Wonderful Things Happen in Beautiful Homes.” Rajesh Ramaswamy, Executive Creative Director said, “This was a very different creative experience, and we had to get the emotion and the pitch right for the script. It was really bold of the client to believe in a script that is not cliché.”

     

    Urban Ladder’s marketing and advertising initiatives were largely focused on the digital medium thus far. This is the first brand campaign that intends to explore other media channels such as television, radio, print and outdoor media to broaden its reach.

     

  • Urban Ladder is backed by top tier venture capital firms Steadview Capital, SAIF Partners and Kalaari Capital

    Lowe Lintas Bangalore wins Urban Ladder business

    By A Correspondent

     

    Online furniture company Urban Ladder has appointed Lowe Lintas Bangalore to handle its creative mandate in India. Lowe Lintas Bangalore will assist Urban Ladder in its aim of providing a curated destination for home solutions, to help the Urban Indian build well-furnished, beautiful homes.

     

    With over 1000 products and 25 categories such as wardrobes, sofas, beds, dining tables, storage shelves etc., Urban Ladder is India’s leading online furniture company. At present, Urban Ladder has a strong network in seven cities in India including Bangalore, Mumbai, Delhi/NCR, Chennai, Pune, Hyderabad and Ahmedabad and this number is expected to grow to 25-30 cities by 2016.

     

    Rajiv Srivatsa
    GV Krishnan

    Sharing his views on appointing Lowe Lintas as its partner agency, Rajiv Srivatsa, COO & Co-founder, Urban Ladder said, “Over the past two years, we’ve put in a lot of effort into designing perfect pieces of furniture for many homes across India. We are excited to creatively communicate our design philosophy and vision of making millions of Indian homes beautiful to a larger audience with Lowe Lintas.”

     

    Expressing his sentiments, GV Krishnan, Executive Director, Lowe Lintas Bangalore said, “The Indian home and furnishing market is pegged at about $20 billion (Rs 1.2 lakh crore), of which the furniture segment accounts for about half. About 90 per cent of the market is unorganised, and is an attractive opportunity for us to build the category and brand Urban Ladder. We are delighted to partner with Urban Ladder in their ambition to be the leader and both brand and business teams have unanimously endorsed our idea and point of view for us to begin our journey.”

     

    Urban Ladder was launched by co-founders Ashish Goel (CEO) and Rajiv Srivatsa (COO) in July 2012. It is backed by top tier venture capital firms Steadview Capital, SAIF Partners and Kalaari Capital. Ratan Tata, Chairman Emeritus of Tata Sons has also made a personal investment in Urban Ladder.

     

     

     

  • The campaign titled 'Iss Mein Hai Kisi Ki Khushi' aims to bring alive the magical moments that emanate by shopping on the Flipkart mobile app

    Lowe’s new campaign for Flipkart spreads happiness

    By A Correspondent

     

    Lowe Lintas Bangalore has rolled out new campaign for Flipkart. The campaign titled ‘Iss Mein Hai Kisi Ki Khushi’ aims to bring alive the magical moments that emanate by shopping on the Flipkart mobile app.

     

    The campaign kicks off with a couple of stories about how shopping on the Flipkart Mobile app can help fulfil small wishes, in an instant. The idea was to not just appeal at an intellectual level but also on an emotional level by representing real life events, where app shopping triumphs over web and offline shopping.

     

    Commenting on the initiative, Shoumyan Biswas, Senior Director – Marketing, Flipkart, said, “Mobile is the future for e-commerce. We believe that the instant connect and convenience afforded by a mobile experience is unparalleled. Based on our customer feedback on how the mobile app has made life easier for them – we wanted to explore this aspect through our new campaign and create active consideration by seeding a deep emotional bond. For a generation living on the mobile, we are positive that these ads will have an instant connect with them.”

     

    Commenting on the same, GV Krishnan, Executive Director, Lowe Lintas Bangalore, said, “Brand Flipkart means lot to us and the entire team has put in tremendous effort to bring this first campaign alive. The campaign dwells on a powerful emotion – the joy of fulfilling someone’s wish – and has a universal appeal. The Flipkart Mobile app allows one to access a range of products anytime,anywhere and ‘Make Any Wish’ for your near and dear ones come true. I believe this has been brought alive in an engaging manner by the team.”

     

    The creative brief given to the agency was to come up with an interesting way to showcase how shopping in India is changing and how mobile shopping apps are fast becoming the key to on-the-go shopping today.

     

    The first film shows how the Flipkart mobile app helps bring a smile on a little girl’s face who was upset as she couldn’t participate in a dance. Seeing the little girl upset, her cousin orders the dress through the Flipkart shopping app, which instantly brightens up her mood.

     

    In the second film, while at a friend’s wedding, a girl realizes that she has lost her luggage. The protagonist overhears her distress call and uses the app instantly to solve her problem by ordering something to wear at the wedding. This small gesture sparks off a strong chemistry between the two.

     

    Highlighting the creative standpoint taken by the team, Rajesh Ramaswamy, Group Creative Director, Lowe Lintas Bangalore said, “The brief was a great guide for us to arrive at this communication. Creatively, the task was to present the role of the mobile app in everyday life. To arrive at an interesting yet relatable context was our biggest challenge. And unlike other categories, the possibilities of situations where this could play out were many. ‘Which one to pick?’ is a good place to be in. It’s great fun when observations and insights stemming from our own lives can be used.”

     

    The campaign has been launched across major television channels and will be played suitably on multiple digital platforms as well.

     

    Team Credits –

    Agency – Lowe Lintas Bangalore

    Client – Flipkart

    Creative – Arun Iyer,Rajesh Ramaswamy, UjjwalKabra, Indrasish Mukherjee, Adarsh Atal

    Business – GV Krishnan, Anand Narayan, Kunal Madhavdas, Pritika Gupta, Sandhya Subramaniam

    Planning – S Subramanyeswar, Vishal Nicholas

    Producer – Curious Films

    Director – Vivek Kakkad

     

  • The campaign revolves around the core idea of 'Whatever be the wedding, we are ready'

    Lowe Lintas unveils another marriage-centered campaign for Tanishq

    By A Correspondent

     

    Taking forward the thought of being the jewellery shop of choice for consumers, Lowe Lintas Bangalore has unveiled a new campaign for Tanishq that portrays the brand as being a jewellery destination for all communities. The campaign revolves around the core idea of ‘Whatever be the wedding, we are ready.’

     

    Weddings in India are an elaborate affair which makes it the single-most important buying occasion for most jewellery buyers across all cultures and communities. Thus while Tanishq offers wedding jewellery for various regions, there is a common misconception that the brand is more for North Indians and does not have a wide selection of traditional wedding jewellery for other communities.

     

    Sharing her thoughts on the new proposition that the brand decided to venture with, Deepika Tiwari, GM – Marketing, Tanishq said, “Being India’s leading jewellery brand, Tanishq is the preferred jeweller for many Indian families. The wedding season is the single largest jewellery buying occasion for most Indian families, across all cultures and communities. In our latest campaign, we wanted to showcase our region-specific collections and communicate the fact that ‘hum kisi bhi shaadi key liye tayaar hain‘. In true Tanishq style, we have done it by using a progressive grandmother as the protagonist to deliver this message. As a brand, we continue to be present across the length and breadth of India, winning the hearts of many.”

     

    The campaign begins with a Punjabi family visiting a Tanishq showroom to select some traditional wedding jewellery for their daughter. The Tanishq salesman asks them what kind of jewellery they would like to see – Tamilian, Bengali, Marathi – and the mother replies Punjabi. As the bride-to-be tries a beautiful wedding set of her choice, her grandmother notices a South-Indian bride trying on some traditional jewellery. The old lady is so mesmerized by her traditional bridal look, that she tells her granddaughter that she shouldn’t get married now. The whole family is stunned. The grandmother continues and tells the girl that since it’s a love marriage she shouldn’t get married to a Punjabi but a South-Indian boy. This way she would have had two types of weddings and two types of beautiful traditional jewellery. The whole family is amused and the Punjabi bride-to-be just laughs it off. She tells her grandmother that she still has ample to time to convince the younger sister about the same.

     

    Commenting on the creative approach taken for the campaign, Arun Iyer, National Creative Director, Lowe Lintas + Partners stated, “When people usually visit jewellery stores, there’s a pre-conceived notion they have about the origins of the jewellery, with the North Indian make being a top-of-mind recall on most occasions. The campaign showcases other options – from various regional settings – that are available for people to choose from and how Tanishq is a one-stop shop for jewellery shopping for any community.”

     

    The campaign has been launched across India and will span several touch-points on air, online, and on ground.

     

  • The second batch of LLAP will start on July 1, 2015 with the recruitment process currently underway

    Lowe Lintas + Partners announces second edition of its apprenticeship program – LLAP 2

    By A Correspondent

     

    Lowe Lintas + Partners has announced the rollout of the second edition of its training program – Lowe Lintas Apprenticeship Program in India.

     

    As one of the leading communication agencies in the country, Lowe Lintas + Partners has always supported unique training and recruitment initiatives that aims to broaden its already diverse talent pool. Thus was launched a unique 18-month training program in August 2012 known as the Lowe Lintas Apprenticeship Program (LLAP). The objective of the program is to seek out the oft-overlooked talent available in non-metro cities, identify those with potential and give them the opportunity to succeed in the marketing communications industry. In the first edition, the agency reached out to eight cities across India and received enrollment from about 3000 students. In fact, the apprentices from the first batch of LLAP are currently working as full-time employees across various divisions in the company and are shaping their careers as advertising professionals.

     

    Building on the success of LLAP 1, the agency plans to broaden the initiative by visiting more colleges for the second edition of the program. Thus Lowe Lintas + Partners has moved off the well-trodden path of recruiting from ranked B-Schools, and approach Institutes and Colleges in smaller cities that are making a name for themselves on the parameter of educational excellence. These colleges are evaluated basis the faculty and management focus on the overall development of the student, the opportunities for self-expression provided, and where students are focused on achieving excellence, rather than a singular emphasis on placements. Graduate students with backgrounds as varied as Geology, Zoology, Computer Science, Physics, Commerce, Dentistry, Management, Economics, Engineering and Journalism apply for this program.

     

    The second batch of LLAP will start on July 1, 2015 with the recruitment process currently underway.

     

    Joseph George

    Sharing his views on the program, Joseph George, CEO, Lowe Lintas + Partners said, “This is an important and exciting talent initiative for the Lowe Lintas + Partners, which is investing a significant amount of time and resources in this course. The program is intensive, practical, and represents an absolutely unique opportunity to tap into the tremendous potential of the smaller cities of India. The group of students finally selected represent extreme diversity – different academic pursuits, varied socio-economic backgrounds, they all come from different parts of the country, their personalities and interests are divergent. But what is common is the hunger to achieve, the willingness to put their all into this program with the unshakeable belief that they will succeed.”

     

    Michelle Suradkar

    Of the total applicants, 25 students will get a chance to train for 18 months at Lowe Lintas + Partners. “Apprentices receive training on a wide range of topics related to creative thinking, branding, consumer insight generation, advertising appreciation, and design. These classroom sessions combined with reading assignments, live projects, immersion stints and hands-on experience on live accounts, ensures a packed 18 months,” added Michelle Suradkar, HR Director, Lowe Lintas + Partners.

     

    Basis their performance and ability to excel on the job, the Apprentices stand a chance to secure a permanent job at Lowe Lintas + Partners. During their apprenticeship the students will be provided with a stipend along with accommodation in Mumbai.

     

    After visiting Aligarh University a few days ago, the next stop on the selection tour is Bhubaneswar where the agency has already received enrollment queries in excess of 2000 students. Selections will happen between the 8-11th  of December. The agency is expecting enrollments to the tune of 5000 students for the second edition of the program.

     

    The final rounds of selection will be conducted in April and May 2015 through panel interviews with business and creative heads of the agency.

     

  • TaxiforSure becomes India's first taxi player to announce a 360 degree brand campaign

    Lowe Lintas unveils new campaign for TaxiForSure

    By A Correspondent

     

    TaxiForSure, leading aggregator of taxi and car rentals, formally launched their new category of Nano taxis in the city recently. The move could be seen as a unique one in the Indian transportation industry so far, making in-city taxi travel even more convenient and affordable.

     

    TaxiForSure co-founders Raghunandan G and Aprameya R marked the launch of the service by flagging off company branded Tata Nano cars. The service has been launched with 100 Nanos in Bangalore and will be expanded to other Indian cities in the coming weeks.

     

    The Nano service will be available exclusively on the TaxiForSure app and mobile site in the ‘Pick Now’ option, which makes a cab available in minutes. The service will be priced at Rs. 25 for the first 2 k.m. and Rs. 10 / km after that, making it the most reasonable and comfortable taxi service available in the city.

     

    Speaking at the launch, Raghunandan G, Co-founder and CEO, TaxiForSure, said, “We are thrilled to announce our new Nano category that offers a great city-driving proposition. We are seeing great traction across 14 cities and we recently completed 3.5 million trips. The aggressive growth that the taxi industry is seeing requires innovative ways to bring more cars onto the road. Tata Nano is a well-loved consumer brand that is perfectly suited for city travel with its small footprint and zippy commute. It is also light on the pockets of our driver partners, who can now become entrepreneurs much more easily. With a brand-new design, well-trained drivers and an intuitive app experience, our customers will be wowed with the Nano.”

     

    The event also saw the launch of the 360 brand campaign for the brand in India. The TVC campaign is slated to go live on December 5 and will feature on Hindi movie, music, lifestyle, business and news channels.

     

    GV Krishnan

    G V Krishnan, Executive Director, Lowe Lintas and Partners said “We are excited to be handling the communication mandate for brand TaxiForSure. For us this campaign matters a lot, especially with all the action in the category and the opportunity to partner a bold and enterprising client.”

     

    Commenting on the launch of the 360 degree brand campaign, Aprameya Radhakrishna, Co-founder and Director, TaxiForSure said “Our customers have given us positive feedback on the pricing, service levels and reliability of TaxiForSure. This gave us the confidence to launch a 360 degree campaign that will help us take our services to a lot more people. TaxiForSure wants to change the customer mind set by getting taxis to be a part of their everyday life and choose TaxisForSure given its affordability and reliability.”

     

    The campaign will be spread across two months panning TV, OOH, Print, Radio and Online.

     

  • Lowe Lintas has unveiled a new campaign that takes the viewers through new features that the refreshed car brand has to offer

    Lowe Lintas unveils new campaign for Alto

    By A Correspondent

     

    Continuing with its mandate of essaying Maruti Suzuki Alto as the family car for the masses, Lowe Lintas has unveiled a new campaign that takes the viewers through new features that the refreshed car brand has to offer. Having undergone transformation over the years, the car has evolved to be strong and sharp in its focus, just like the TG it caters to – the “chase generation” – comprising the young and zippy, who are not willing to wait for life to take its twists and turns but chase their dreams.

     

    The new Alto K10 campaign reflects the chase attitude of its target audience where a young boy takes on a playful challenge thrown by his girlfriend. The storyline is set against the backdrop of a chase between a young boy and his girlfriend. The boy proposes to the girl, who in turn teases him and challenges him to chase her, while she takes off for a paragliding sortie. The young boy spontaneously decides to chase the girl in his new Alto K10. As the girl reaches the landing site, she is surprised to see the boy waiting for her with a ring. The girl is bowled over and accepts his proposal.

     

    Naveen Gaur

    Speaking about the new campaign, Naveen Gaur, President, Lowe Lintas said, “The new K10 is a peppier Alto, ideally suited for the young urban Indians. The communication for it must revitalise the brand’s integration with their lives. Setting up the new K10 as the car for the “chase generation” accomplishes the task beautifully by bringing together a consumer attitude, the spirit of spontaneity, that is intrinsic to Alto brand, and giving raison d’être to the peppy performance of the car.”

     

    The campaign will be tapping all media including television, outdoor, digital etc. to popularize the new offering to the masses.

     

  • Lowe Lintas's sequel campaign for Hit Anti Roach Gel urges consumers to 'Just count to 20'

    This Diwali, Godrej crafts a plan to hit cockroaches

    By A Correspondent

     

    With the initial campaign delivering good results for the brand, Lowe Lintas India has unveiled a sequel to Hit Anti Roach Gel that informs consumers to not kill cockroaches, but just count to 20.

     

    While the elements and packaging of the launch campaign in 2012 were clear on how to use the product, , a post-launch evaluation brought to light a fact that some users were not singing praises of the brand as desired. After analysing consumer attitude towards the brand, the team at Lowe Lintas were able to conclude that the unhappiness and doubt on product efficacy stemmed from incorrect product usage.

     

    Sharing his thoughts on the new campaign, Ajay Dang, VP – Marketing, Godrej Consumer Products Limited said, “We have a great product in Hit Anti Roach Gel. We need to ensure that our consumers get best results by using it in the right way. The first film concentrated on creating awareness about a disruptive innovation in the category. This second film is sure to get the message clear, on how to use the product and get a roach-free house in just 20 dots. The film is successful in communicating this message in the typical Hit style.”

     

    Arun Iyer

    Elaborating on the creative approach that was followed for the campaign, Arun Iyer, National Creative Director – Lowe Lintas + Partners said, “While the brief was very functional and product focused; it was important to ensure two key things, we maintained the kind of Hit humour that audiences have come to expect from us and also that every person who saw the film even once was left with the clear message of – minimum 20 dots in each room for best results.”

     

    The campaign will be played across all major television channels and will also take the traditional media routes including outdoor, digital, etc.

     

  • Woodland aims to create innovative digital and social marketing engagements that will further enrich the brand experience

    LinTeractive to manage Woodland’s digital mandate

    By A Correspondent

     

    LinTeractive, the digital division from Lowe Lintas + Partners has been awarded Woodland’s online business. The partnership comes on the back of Woodland’s close association with Karishma Lintas, a creative agency of Lowe Lintas + Partners that has been handling the brand’s creative mandate for over two decades.

     

    Woodland is a leading Indian lifestyle brand operating successfully in the footwear, apparels and accessories domain. With the digital expertise that would be offered by the agency, Woodland aims to create innovative digital and social marketing engagements that will further enrich the brand experience.

     

    Sharing his views on the new appointment, Harkirat Singh, Managing Director, Woodland said, “We’re glad to have LinTeractive as our digital partner. We’re confident of charting out a bullish growth trajectory across our verticals on the back of the expertise and solutions that would be offered to us by the digital agency.”

     

    As part of the association, LinTeractive would be handling online community management, web development, content development, and media duties for Woodland.

     

    Sharing his views on the role that would be essayed by the agency for brand Woodland, Vikas Mehta, Chief Marketing Officer, Lowe Lintas + Partners and Executive Director – LinTeractive said, “Woodland is one of the few Indian brands that have successfully built a strong lifestyle stature for itself, especially among youth. You can’t build a youth brand today without innovating on digital platforms and our agency is very excited to enter Woodland’s timeline. We believe the enormous experience of Karishma Lintas, coupled with LinTeractive’s domain expertise should create some compelling brand stories, on and offline.”

     

    As part of the growth graph, Woodland currently has 300+ company owned exclusive Woodland stores across various cities in India that are growing at a healthy rate of 25 to 30 per cent. The brand also has a presence in more than 3,000 plus multi‐brand outlets in a number of countries. With the new partner-agency, the focus would be to get consumers to experience the brand on a more profound level.

     

  • This is the first time that any agency from India has won two awards in one year at Jay Chiat

    Lowe Lintas + Partners impresses at Jay Chiat with 2 wins

    By A Correspondent

     

    Anaheeta Goenka

    Now into its 18th year, the 2014 Jay Chiat Awards were presented at the 4A’s Strategy Festival that was held from October 5–7, 2014 in Chicago, U.S.

     

    Continuing its good run across effectiveness award festivals and producing the best result yet for India at Jay Chiat, Lowe Lintas + Partners India bagged a Silver and a Bronze at the much-acclaimed international awards show. This is the first time that any agency from India has won two awards in one year at Jay Chiat. The Silver win is also the highest ever for an entry from India. India’s previous best performance was a Bronze win in 2011.

     

    India’s both wins came for Lowe Lintas + Partners on work for Hindustan Unilever in the award category of ‘Product/ Service Creation’. While “Little Farmers of Kissanpur” was awarded Silver, the much celebrated “Kan Khajura Station” won a Bronze. There were no Gold awards given away in this category.

     

    Sharing his excitement on bagging the two wins, Joseph George, CEO, Lowe Lintas + Partners said, “These wins are a first for Lowe Lintas, HUL and India. And that is special. The Global Jay Chiat Awards are considered to be the toughest to win in strategic excellence; and given our singular bias towards effectiveness awards, these wins are even more precious for us.”

     

    Anaheeta Goenka, Executive Director, Lowe Lintas said, “Both these campaigns have been recognized by multiple award shows at a country, regional and global level. While the Kissanpur win is about a great strategy that was ‘naturally seeded’; KKT was about providing entertainment to media-dark areas by turning a mobile phone into a radio station. We’re grateful to the jury for recognizing two very local ideas and celebrating them on a platform as big as Jay Chiat.”

     

    KKT and Kissanpur, between them, have brought Lowe Lintas + Partners over 30 metals so far across a host of award shows around the world including Effie India, APAC Effies, Cannes, Tambuli Awards and AME.

     

  • The new Kissanpur film, that has been crafted by Lowe Lintas + Partners, propagates this philosophy for Kissan

    Junk those gadgets, urges Kissan in new digital campaign

    By A Correspondent

     

    There is a growing trend of nuclear families where both parents are working, particularly in urban India. To meet tight deadlines at work, many parents end up spending not just weekdays, but even weekends on their computers or mobile phones, and compromise on the quality time they can spend with their children. Kids fill this vacuum in their lives by playing games on a digital screen instead of in the playground. They miss out on the ‘real’ joys of life.

     

    Realising the pressures of the modern world and the aspirations of the parents, particularly mothers, for their children, Kissan believes that spending time together with loved ones is the key to the real joys of life. The new Kissanpur film, that has been crafted by Lowe Lintas + Partners, propagates this philosophy for Kissan. It encourages parents to team up with their kids to share the joy of planting tomato seeds and nurturing them to see them grow and bear fruits and thus helping the parents and kids to bond together. While the fruits of these plants will become ingredients for their kids’ favourite Kissan ketchup, the real prize will be the memories they create of their time together with their kids.

     

    Speaking about the new Kissanpur film launched by Kissan, Abhiroop C, Category Head, Packaged Foods, Hindustan Unilever Limited said, “We can all start this change in our own houses. We need to curb the urge to flick out our phones or open our laptops on weekends. As adults, we need to be the change-bearers, our kids will follow. The act of bringing smiles and spreading happiness will also help build a strong emotional connect for the brand with its consumers. Consumers would not only appreciate Kissan’s real ingredients after experiencing nature but would also build brand love.”

     

    Kissan products are made from 100 per cent real fruits and tomatoes. The brand wanted consumers to believe this, not only because it was saying so but because they have experienced the same. Thus the philosophy of Kissanpur was born in 2012 – which was about making consumers fall in love with real natural experiences. Through Kissanpur, Kissan facilitates and encourages kids to experience nature by sowing seeds and growing real plum juicy tomatoes. Kissan, at the end of the campaign takes the tomatoes from 100 kids shortlisted from the contest and uses these tomatoes to make its Kissan Tomato Ketchup. The winners are recognised for their efforts with their pictures featured on the ketchup bottles.

     

  • The idea behind the campaign was to use Arjun Kapoor as himself

    Lowe Lintas unveils Arjun Kapoor as ‘the new cool’ for Flying Machine

    By A Correspondent

     

    Lowe Lintas Bangalore has unveiled the latest campaign for India’s first home-bred denim brand, Flying Machine. The campaign showcases the latest Autumn-Winter collection by Flying Machine, for which it has appointed Arjun Kapoor as the brand ambassador.

     

    Alok Dubey

    Flying Machine has often used celebrities as brand ambassadors and the choice has been made keeping in mind the philosophy of ‘Who’s new? Who’s cool?’. Arjun Kapoor has been in the news lately for delivering a slew of hits against his name; also the fact that he is relatively new made him the perfect choice as the face of Flying Machine.

    The idea behind the campaign was to use Arjun Kapoor as himself. The brief thus was to create a story that revolved around Arjun and his pair of Flying Machine denims. Alok Dubey, CEO, Arvind Brands, said, “In just a year, Arjun Kapoor has become a ‘blue ocean’ actor. In light of so much competition, he has established himself with brains, body and attitude. He connects brilliantly with Flying Machine which embodies itself in craftsmanship without trying too hard.”

     

    Rajesh Ramaswamy
    Rajesh Ramaswamy

    The film begins in a hotel where Arjun Kapoor is staying. He has given his Flying Machine denims to the laundry and calls the housekeeping for the same. The rest of the film depicts how the hotel’s staff members react to Arjun’s request. A cat and mouse chase ensues between the attendants to deliver his denim. Rajesh Ramaswamy, ECD, Lowe Lintas, said, “The idea was to use Arjun interestingly. In a manner that also suits his image. Looking at Arjun, what makes him even cooler is that he’s completely unaware of his appeal. We thought using that side of his personality could be interesting.”

     

     

    Arun Iyer

    Arun Iyer, NCD, Lowe Lintas, added, “Arjun Kapoor embodies a lot of what Flying Machine believes in: being effortless and cool. The brand idea on Flying Machine is ‘the new cool.’ And Arjun Kapoor in no time has clearly become the new cool of Bollywood. The film demonstrates the fact that a simple act like calling for laundry can lead to an intense cat-fight when you are the new cool celebrity in town.”

     

    The campaign is currently on air and will be released across other media over a period of time.