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Tag: Lowe Lintas

  • The key focus will be to increase the reach, awareness and build on its strength as a preferred destination for comparison, and saving on purchase of insurance policies

    Lowe Lintas appointed advertising agency for Policybazaar.com

    By A Correspondent

     

    PolicyBazaar.com has announced the appointment of Lowe Lintas as its advertising agency. This development comes close on the heels of the company receiving a funding of $20 million, most of which will be deployed to step up marketing activities and ramp up technology.

     

    Speaking on the development, Naveen Kukreja, CMO, PolicyBazaar.com said, “PolicyBazaar.com has been a key force in developing online insurance along with our insurance partners. Over the last six years, we have helped > 50 Lakh users save money by comparing different policies before purchase. Online purchase and the habit of comparing different options through a neutral platform, is still in a nascent stage though.”

     

    In order to meet this objective, we are excited to partner with Lowe Lintas as our brand agency. With them on board, we are now gearing up for a new brand positioning and innovative marketing campaigns in the near future. We chose Lowe Lintas for their clear understanding of our brand, proven record for delivering some of the most successful ad campaigns and focus on delivering business results.”

     

    Naveen Gaur, President, Lowe Lintas + Partners said, “PolicyBazaar.com is a young dynamic brand which has revolutionized the financial management and investments category. Its proposition of comparing financial products is truly unique. We were very excited by this proposition and that clearly showed in our presentation to them. The first set of work after our formal association with each other will be out shortly, and I am sure that this will be the first of many steps we will take together to make this brand the success it should rightfully be.”

     

    PolicyBazaar.com, which recently completed six years, has already launched strong campaigns, which urge people to compare insurance policies before making their purchase. This year, they have already kicked off a campaign in July and are looking to roll out more campaigns.The company also recently experimented by launching a radio campaign in Delhi.

     

  • Reducing agency fees to win/retain clinets can ring the death knell for ad agencies, say a cross-section of professionals

    Silent Killer: Undercutting Agency Fees

    By Shephali Bhatt

     

    What used to be an alarming event two decades ago, has become a routine affair in the agency business now and it’s nothing to be proud of, dear agency folk. You pitch for a client. Agree to work on a price significantly lower than the previous agency.

     

     

    Agency Rate Card

    Havas’s Satbir Singh points out how advertising’s allied industries that comprise of filmmakers, music directors and photographers have their unions and guilds that have their rules regarding pricing that no client fl outs lest he be blacklisted.

     

    So, it’s not that the client is unruly. Only the agency bodies have remained toothless all this while.

     

    What does it take for all the luminaries who keep clinking beer and rum glasses at every other industry event to come together and sort this issue once and for all? Why can’t ad agencies have a rate card for basic creative service, advanced offerings, category wise rates et al? File under: easier said than done.

     

    Contract Killer

    Of the agencies accused of undercutting, Contract tops the list. Its admittedly impressive new business track record is said to be because of its ability to go lower than the already low prevailing industry standards. Genuine complaint or a large industry wide case of sour grapes?

     

    Rana Barua, the agency’s CEO, finds the conjectures funny: “We’ve won around 19-20 businesses since I came on board. There have been hires at senior levels from reputed agencies. You can’t sustain such a model at a reduced cost. Not if you’re running a WPP agency. If only money was the deciding factor, pitches would’ve been done over phone calls. It’s the work that differentiates you from the rest.”

     

    As for the competition: they are banking on a situation where the axe falls once WPP’s global bean counters discover the agency’s margins are not up to scratch. Except by then, they fear, the low rates allegedly offered by the agency may well have become the new normal.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

    Sometimes significantly lower than what’s required to run the business well. Soon, the good talent makes tracks out of the agency. Mediocre talent is shipped in and results in average to bad work, and ultimately an unhappy client who opts for a pitch. Lather, rinse, repeat. There was a time when agencies would get a 15 per cent commission of the total marketing budget.

     

    The split between the creative and media units was the beginning of the end of that model. Clients started negotiating the agency fee. For some agencies, it’s down to an abysmal 2 per cent-3 per cent now. The Tata Docomo account was moved at almost one-third the price from FCB Ulka to Contract, says the grapevine.

     

    Another overheard titbit suggests that the Uninor telecom account went from Leo Burnett to Bates CHI & Partners at one-sixth the fee. From Rs 80 lakh to Rs 20 lakh/year, if we were to believe the ad chat mongers.

     

    It’s ironic how both media and advertising spends continue to grow year-on-year but agency fees continue to diminish. In the rush to report an account win, agencies often forget that while news in trade media is good to keep one in the industry’s memory for a brief while, it doesn’t ensure profitability – both in the short and the long run.

     

    “It’s a self-defeating exercise once you realise it’ll take forever to reach last year’s fee level,” rues Satbir Singh, managing partner and CCO of Havas Worldwide, India. Undercutting also rings a death knell for agency’s favourite culprit for everything that’s wrong. Yes, the client.

     

    Sunil Kataria, COO -sales, marketing and SAARC at Godrej Consumer Products, explains: Say you’re paying an agency a retainer of Rs 1.5 crore per annum. A good campaign that’s to run for 45 days will cost you about Rs 5 crore (because good creative costs money). If the agency goofs up, the loss to you is bigger than what you’re paying them over three years. And then shifting agencies is another critical decision for the client, he states.

     

    You never know whether the new shop will understand your brand that well or whether you’d have the time and bandwidth to take them through the brand journey again. It’s a lose-lose situation for both the client and the agency, says Ravi Deshpande, who’s recently turned an entrepreneur with Whyness Worldwide.

     

    While trying to hold his own against ridiculous price demands, he admits there were situations during his days at Contract when they had to accept businesses at not so justifiable rates. It wasn’t a ridiculously low price though, he adds. But large agencies claim they are compelled to work on incomes they’d principally be opposed to purely because there are too many small shops willing to work on those terms.

     

    Not necessarily, retorts Kurien Mathews, chairman and founder of Metal Communications (an independent agency). “The indies that undercut, never grow too big and remain staffed by the founders plus a few very junior people -and there are many of them around.”

     

    They don’t necessarily affect the business, he says, adding there are enough clients who want to pay for demonstrable creative value. Also, to the argument that network agencies have more overheads than indies, Mr Kataria asserts that the clients pay the amount required to service a brand. He pays for a team; not the entire agency.

     

    A marketer has to justify his numbers to his CEO. It’s in his nature to negotiate numbers with you, the Agency. You need to figure out a way to professionally and methodically explain how you arrive at a price point and why it makes sense for him to bet his money on it.

     

    “We give a large amount of our time for very little money. Which is why we aren’t able to invest in better people and tech,” laments Mr Deshpande. There was a time when students from IIMs wanted to join the likes of HTA (now JWT) and Lintas (now Lowe Lintas).

     

    Now, even the MICAns prefer brand management to advertising, says Sandip Tarkas, president – consumer strategy at Future Group. In a scenario where there are specialists for every service, undercutting only weakens the position of the mainline agency.

     

    You are the people who build brands. At least value yourself right, so the world can give you the respect that’s duly yours. Or failing that, enough money to keep yourself in the black.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The insight was that today's youngsters are smart problem solvers and they will figure out their way out in life despite what life throws at them

    Lowe Lintas rolls out youth-oriented campaign for FreeCharge

    By A Correspondent

     

    Lowe Lintas has been appointed as the creative agency for FreeCharge, India’s leading online platform for recharge, utility payments, promotions and couponing. As part of the alliance, Lowe Lintas has been tasked with the mandate of making Freecharge a go-to and top-of-mind brand in India. Lowe Lintas fended off competition from six other agencies that were in the fray before it was chosen.

     

    FreeCharge is a pioneer in the online recharge space with a unique business model. FreeCharge doesn’t just make the process of recharging convenient, it also makes it rewarding, by way of discount coupons. For every recharge done on FreeCharge, the company gives customers discount coupons from top food joints and popular retailers, equivalent to your recharge amount, delivered to their mobile, inbox or even doorstep. These coupons can be used to save money when customers eat out, watch movies, book travel tickets, shop online, visit a salon, go gaming, pick up books, music, groceries, and live a rewarding life!

     

    Sharing his views on appointing Lowe Lintas as the creative agency, Alok Goel, CEO, FreeCharge said, “FreeCharge is a youth brand and hence we wanted to figure out a campaign idea that will connect with today’s youth at deep emotional levels. Lowe team came up with phenomenal insight. The insight was that today’s youngsters are smart problem solvers and they will figure out their way out in life despite what life throws at them. The insight was so original and emotional that we felt Lowe team will be great partners for this campaign.”

     

    To drive FreeCharge’s marketing objectives, Lowe Lintas has unveiled a campaign – ‘Recharge nahin… FreeCharge’ that depicts FreeCharge’s core proposition of being an ally for the youth and how it plans to alter the recharge landscape in India by offering rewarding coupons and offers. The campaign is live online and will soon be seen across other traditional media.

     

    Speaking on the launch of the campaign, Kunal Shah, Co-founder of FreeCharge said, “We want to completely change what people expect from the simple act of recharging a mobile phone. It is no longer just a payment, but a rewarding experience which delivers joys to our customers. We felt that Lowe Lintas’ campaign idea captured this in a surprising and insightful way. We are confident the youth of today will connect with the brand and engage with it for a long time to come.”

     

    The youth is often stereotyped by parents for being spendthrifts who don’t value money. Lowe Lintas’ consumer-research revealed that in fact, the reverse is true today. The digital-native youngsters are quite smart and inventive when it comes to stretching their means to the max.

     

    Sharing his thoughts on the creative approach taken for the brand in a crowded marketplace, Arun Iyer, National Creative Director, Lowe Lintas stated, “We felt that our campaign needed to do more than land the product and its benefits. We needed to connect with our rechargers at a real level. We hit upon an insight that the youth of today are ‘charged’ with being irresponsible with their money. This simple app is their ally and just one re-‘charge’ fittingly answers all these charges.”

     

    The campaign aims to build further on the brand’s key offering through relevant tie-ups.

     

  • Paul Dueman named Planning head; Gauri Joshi and Sumanta Ganguly join as Creative and Business heads

    LinTeractive announces national leadership team

    By A Correspondent

     

    LinTeractive Leadership team- L-R- Sumanta Ganguly, Gauri Joshi and Paul Dueman

    LinTeractive, the fast-growing digital division of Lowe Lintas + Partners has taken another major step as it named its leadership team in India.The three-member leadership team comprising of a business, strategy and creative head each, will drive the digital business for the group and will be supported by the IPG agency Interactive Avenues as its fulfillment partner. The trio includes Paul Dueman, who’s been with the agency for some time now, and features two new additions – Gauri Joshi and Sumanta Ganguly. The leadership team will report to Vikas Mehta – CMO, Lowe Lintas + Partners and Country Head, LinTeractive.

     

    Announcing the leadership team, Mehta said, “Just a few months ago, LinTeractive was merely a plan on paper. We set out to build a digital agency that was different on two counts. First, we see ourselves as not just a digital agency, but an ‘agency for the digitized world’. And second, our belief that ideas are at their best, when they work seamlessly ‘on and offline’. Paul has been an excellent partner in driving this approach and we’ve seen great traction among clients. Both Sumanta and Gauri are exciting additions to the team bringing in serious depth on domain expertise. I am confident that this leadership-trio will step up the gas and further fuel the momentum we’re seeing with LinTeractive.”

     

    Paul Dueman has been named Head of strategic and engagement planning. His careerspans over 18 years with 14 of them, spent in digital marketing and technology development. He has been a part of Lowe Lintas + Partners for nearly 5 years in two stints. Sharing his thoughts on the leadership role, Dueman said: “It continues to be a rewarding experience for me at LinTeractive. The go to market support of Interactive Avenues gives us a bigger canvas to shape our ideas and deliver far more value. Additionally, the synergized working with teams across the board internally – from PR, to Healthcare, Activation and Advertising makes me feel like a kid in a candy store. It’s a digital glut-fest at Lowe Lintas + Partners and I’m definitely not on a diet.”

     

    The two new appointments include Sumanta Ganguly, who joins LinTeractive as Senior Vice President and will be taking on the role of business head. Ganguly’sresponsibility would include partnering clients to craft out ‘digital first’ communication strategies and creating a digital roadmap for some of the top brands in the country.

     

    Sharing his views on joining the agency, Ganguly said, “I am excited to join an agency that has a ‘seat at the table’ with some of the largest brands in the country. Coupled with creative, planning & content capabilities it is a potent mix to build great partnerships with brands who want to lead in today’s social and digital service offering.”

     

    Joining Dueman and Ganguly in the trio would be Gauri Joshi who joins LinTeractive after being a Hungama old-timer. As Unit Creative Director, Joshi will be heading LinTeractive’s creative function providing digitally driven creative solutions.

     

    Adding her views, Gauri Joshi said, “I am delighted to be a part of the team at LinTeractive. As a group, Lowe Lintas + Partners has etched out a truly robust and integrated vision for LinTeractive, which I believe is the best way forward for brands as well as digital on the whole.”

     

     

     

  • Lowe Lintas has unveiled a new campaign for Godrej HIT that targets another serious vector borne disease – Dengue

    Lowe Lintas crafts new Dengue-themed campaign for Godrej Hit

     

     

    Having made an impact with its earlier renditions for Malaria, Lowe Lintas has unveiled a new campaign for Godrej HIT that targets another serious vector borne disease – Dengue. While the Malaria threat has been known for some time, Dengue has emerged as the world’s fastest growing vector borne disease.

     

    What makes Dengue more lethal is that it spreads very rapidly in urban areas and its symptoms are difficult to diagnose. It is a debilitating disease, which often leads to hospitalization and in extreme cases death. The fact that there is no vaccine as yet for the disease makes it even more alarming.

     

    The campaign by Lowe Lintas has been themed around the core idea – “Kill it before it kills you”.

     

    Sharing his thoughts on the new campaign, Ajay Dang, VP – Marketing, Godrej Consumer Products Limited said, “Successful campaigns to fight diseases across the globe have one thing in common, a powerful and simple message and a direct call to action. HIT’s fight against Dengue mosquito stems from this very philosophy. The simple message of “bhagao nahi maaro” and the call to action of using the most efficacious mosquito solution – Godrej HIT.”

     

    Instead of talking about multiple things, Godrej HIT decided to keep the communication simple by highlighting the most important characteristic of the mosquito – its stubborn and aggressive nature. The problem is severe and doesn’t have a cure hence the need for a tougher solution – Godrej HIT, that kills every mosquito, leaving nothing to chance.

     

    Elaborating on the creative approach that was followed for the campaign, Arun Iyer – National Creative Director, Lowe Lintas + Partners said, “In order to make people aware about this new and unique Dengue mosquito our starting point was people’s casual attitude towards mosquitoes and how we could alter it. We decided to flip this casual attitude on its head and thus was born the idea ‘Dengue ke machchar ko marne se bada koi kaam nahi’. We thus, dramatized ‘killing mosquitoes’ as the most glorious job ever.”

     

    The campaign went live on August 18, 2014 and will be played across major entertainment, news and sports channels in India. The on-air campaign will be ably supported by a plethora of activities on other media platforms like print, radio, digital, outdoor, etc soon.

     

  • Actor Salman Khan appointed brand ambassador

    Lowe Lintas unveils campaign for Astral Pipes

    Lowe Lintas has unveiled a new campaign for Astral Pipes, the sanitary product offering from the house of Astral Poly Technik Ltd. The campaign features actor Salman Khan, who has been appointed the brand ambassador for Astral Pipes.

     

    This is the first time that Astral has roped in a high profile brand ambassador. Sharing his thoughts on Salman Khan being chosen as the brand ambassador, Sandeep Engineer, MD- Astral Poly Technik said, “Our association with Salman Khan is in sync with our brand communication that highlights the strength of our products. We are confident that our association with Salman Khan as the brand ambassador will further strengthen our brand image and take it to the next level.”

     

    Explaining the campaign’s concept, Sagar Kapoor, ECD-Lowe Lintas said, “Being a low involvement category, the homemaker does not take keen interest in deciding on the quality and make of pipes for their homes. With leakage being the most common problem, it is the plumber who decides on what to purchase without even consulting with the homemaker. Through this TVC, we wanted to convey that if you wish to resolve the issue, then it is essential that you tend to the root problem – bad pipes.”

     

    With a number of players operating in the marketplace, the challenge was to make the communication sound different yet appealing. While leakage is a common problem facing many households, not many players came forward with the promise of offering foolproof solutions to tackle the problem – something that Astral Pipes conveys with conviction in the commercial.

     

    On casting Salman as a Plumber, Kapoor said, “Astral wanted to become the first choice of the homemaker and offer adequate leakage-proof solutions. We realized that our biggest influencer was the plumber and therefore to celebrate him we used Salman’s character as a plumber who’s also the face of the brand.”

     

    Astral Poly Technik plans to put out more executions of the concept in various on and offline touch-points including television, social media, outdoor and activation to reach out to the masses in the coming months.

     

  • The partnership will assist in developing the best strategic communication route for VIP Industries and create a stable, resounding image for its brands including VIP, Carlton, Alfa, Aristocrat, Skybags and Caprese

    VIP hands over Communications mandate to LinOpinion GH

    By A Correspondent

     

    LinOpinionGH has announced their win of VIP Industries Ltd., the leading luggage manufacturing company in India. The partnership will assist in developing the best strategic communication route for VIP Industries and create a stable, resounding image for its brands including VIP, Carlton, Alfa, Aristocrat, Skybags and Caprese. The account was won via a multi-agency pitch.

     

    SudipGhose

    Speaking on the association, Sudip Ghose, Vice President – Marketing, VIP Industries Ltd said, “We are proud to be associated with LinOpinion GH and we look forward to a successful and long standing association with them. With their vast expertise in the retail and lifestyle sector, we are sure that VIP Industries will evolve into an even stronger entity and our brands will get a distinct positioning thereby impacting on image and market share.”

     

     

    Ameer Ismail

    Commenting on the new win, Ameer Ismail, Executive Director, LinOpinion GH and Lowe Lintas and Partners says, “We are thrilled to partner with such a prestigious and iconic brand. At LinOpinion GH, we cater to the requirements of diverse clients.With our domain expertise and proven track record we demonstrated the right mix of insight, strategy and ability to execute seamlessly across market segments through the pitch processes. We will use unconventional and innovative communication routes to add value to this campaign as it unfurls. VIP is a highly coveted name in the luggage manufacturing industry and we are extremely proud to have them on board with us.”

     

    For LinOpinion GH, VIP Industries comes as a significant addition to their already existing roster of some leading clients in the lifestyle, travel and luxury retail space. These brands include Seiko, Supermax, Tourism Victoria, Starwood Group, Etihad Airways among others.

     

  • The initiative is a unique attempt by an Indian bank to involve people beyond transactions and get them to experience the bank through its beliefs

    Axis Bank & Lowe Lintas unveil myideaofprogress.com

    By A Correspondent

     

    Axis Bank and Lowe Lintas have unveiled myideaofprogress.com, one of the largest consumer engagement initiatives undertaken in the banking industry. The initiative will see the entire network of Axis Bank actively promoting the philosophy along with a 360 media campaign on TV, digital, outdoor and radio to reach out to as many people as possible.

     

    The initiative is a unique attempt by an Indian bank to involve people beyond transactions and get them to experience the bank through its beliefs and to reach out to them so that they get to like the bank for what it does.

     

    Axis Bank’s articulation of progress, Badhti Ka Naam Zindagi, captures the continuous, all-inclusive nature of progress. And the current campaign, on-air since June, is about how progress has different connotations for different people. In this case Deepika Padukone. Taking it forward from there, in the latest leg of the campaign, Axis Bank is taking its philosophy to the next level by embarking on a journey to connect directly with existing and potential customers of the bank.

     

    The challenge for Lowe Lintas was to keep the idea simple, yet such that the multiple facets of progress come across in a manner not done before while engaging people so that they participate and interact with the brand not only at a transactional level but also a deeper emotional level.

     

    The simplest way to connect in fact is to actually ask people what Progress means to them. And that’s just what one needs to do – tell Axis Bank what Progress means to them.

     

    For this a dedicated microsite – myideaofprogress.com was created. One can also go to select Axis Bank branches and submit their idea of progress. Of all the entries few will be shortlisted and will be put up for voting culminating into a possible execution by Axis Bank basis the votes and the decision of a jury.

     

  • #1 in APAC and #2 globally, the Lowe Lintas & Partners office in Mumbai

    Lowe Mumbai is Agency Office #1

     

    They are here. The 2014 Effie Effectiveness Index is derived from almost 3,000 finalists and winning entries to Effie Award competitions worldwide between June 14, 2013 and June 13, 2014. The Index is constructed by converting every Effie award and finalist into points – 12 for a Grand Effie, eight for Gold, six for Silver, four for Bronze and two for a finalist (with contributing agencies receiving half these points). Throughout the Index, ‘Country’ and ‘Region’ refer to where a campaign ran, not the location of the agency or advertiser responsible for it.

     

    The 2014 Effie Effectiveness Index, which is into its fourth year, has declared Lowe Lintas Mumbai as the most Effective Agency in Asia Pacific for 2014 and the 2nd most in the world after Sancho BBDO from Bogota, Colombia.

     

    This recognition follows a series of accolades on Lowe Lintas + Partners over the past year beginning with the win of the “Agency of the Year” title at Effies 2013, in India. This was followed by Lowe Lintas + Partners being awarded the Effectiveness Creative “Agency of the Year” across Asia Pacific at Tambuli Awards, Manila in June 2014.

     

    Regional Rankings

    The Index can also be analyzed by region and the companies that ranked highest in each region in 2014 are:

     

    Asia Pacific

    Unilever (advertiser), McDonald’s (brand), Omnicom (agency holding group) BBDO (agency network), Lowe Lintas – Mumbai (agency) and Barnes, Catmur & Friends – Auckland (independent agency).

     

    Europe

    Unilever (advertiser), Vodafone (brand), WPP Group (agency holding group), BBDO Worldwide (agency network), TBWA\Istanbul (agency) and ACG Advertising Agency in Budapest (independent agency).

     

    Latin America

    PepsiCo (advertiser), Movistar (brand), Omnicom (agency holding group), BBDO Worldwide (agency network), Sancho BBDO – Bogotá (agency) and Madre Buenos Aires (independent agency).

     

    Middle East & Africa

    Unilever (advertiser), Coca-Cola (brand), WPP Group (agency holding group), McCann Worldgroup (agency network), FP7/DXB – Dubai (agency) and Iris MENA – Dubai (independent agency)

     

    North America

    Procter & Gamble (advertiser), Dove (brand), Publicis Groupe (agency holding group), Starcom MediaVest Group (agency network), Starcom MediaVest Group, Chicago (agency) and Cramer-Krasselt, Chicago (independent agency).

     

    About the Effie Awards:

    Since 1968, the Effie Awards have been honoring Ideas that Work Globally.

     

    Introduced in 2011, the Effie Effectiveness Index (www.effieindex.com) recognizes the importance of marketing effectiveness by revealing which companies were the most successful at creating ideas that delivered results.

     

    From a small-budget retail campaign that achieved marketplace success in Brazil to a global bank that doubled business in the Middle East, Effie continues to reward Ideas that Worked across the globe.

     

    Now in its fourth year, the Effie Index provides an insightful glimpse into those who are delivering Ideas that Work across the globe.

     

    The Index features the most effective Marketers, Brands, Agency Holding Groups, Agency Networks, Agency Offices, and Independent Agencies. These rankings can be filtered by region, country and product category.

     

    Which companies, either independent or part of larger networks, produced the most effective work in each country and region over the past year? Which agencies, brands and marketers have achieved effectiveness on a global scale in 2014? Explore this year’s rankings to find out.

     

    Most Effective Marketers

    For the third year in a row, Unilever tops the global Marketer ranking. Coca-Cola jumps to second place, with Procter & Gamble slipping to third. Consumer packaged goods again dominate the top 20, but they are joined by auto giants Ford Motor Co. and General Motors and mobile leaders Vodafone and Samsung, with regional food chain Hungry Jack making a surprise debut.

    Source: www.effieindex.com. © Effie Worldwide

     

    Most Effective Brands

    Coca-Cola takes the title of the world’s most effective brand for the third year in a row. McDonald’s retains second place, while mobile giant Vodafone jumps one spot to third. Pepsi drops a spot, with Dove rounding out the top five. APAC regional brands NRMA Insurance and Hungry Jack’s, along with Latin American powerhouse brand Movistar crack the top ten this year.

    Source: www.effieindex.com. © Effie Worldwide

     

    Most Effective Agency Holding Groups

    WPP Group remains the most effective global Holding Group for the third consecutive year, with Omnicom staying in second place. IPG rises to third, while Publicis and Havas round out the top five.

    Source: www.effieindex.com. © Effie Worldwide

     

    Most Effective Agency Networks

    BBDO tops the world’s most effective agency network with 1149 points this year. Ogilvy & Mather drops to second, while McCann Worldgroup, DDB Worldwide and Leo Burnett round out the top 5 for the second year in a row.

    Source: www.effieindex.com. © Effie Worldwide

     

    Most Effective Agency Offices

    Sancho BBDO from Bogota, Colombia moves up one spot to lead the Global Individual Agency Office rankings in 2014. Lowe Lintas Mumbai climbs to second, with Ogilvy & Mather Mumbai, Dubai -based FP7/DXB and Starcom MediaVest Group’s Chicago office rounding out the top five. The top 20 includes agencies from New Zealand, Hungary, Turkey, and Australia, among others.

    Source: www.effieindex.com. © Effie Worldwide

     

    Most Effective Independent Agencies

    Budapest-based ACG Advertising Agency is the Most Effective Independent Agency in 2014. Kinograf (Kiev, Ukraine) and Madre Buenos Aires tied for second, while New Zealand agency Barnes, Catmur & Friends and Banda Agency (Kiev, Ukraine), complete the top five. All of the top ten most effective independent agencies stem from Europe, Latin America or Asia Pacific this year.

    Source: www.effieindex.com. © Effie Worldwide

  • With the new partnership, Axis Bank aims to bring together two brands that are contemporary and progressive

    Axis Bank takes a progressive leap with ‘Badhti Ka Naam Zindagi’

    By A Correspondent

     

    After its earlier interpretations around the proposition ‘Badhti Ka Naam Zindagi’ was well received by consumers in India, leading private sector bank Axis Bank is back with a new comprehensive series that aims to take the proposition a step ahead.

     

    In its newest interpretation, Lowe Lintas + Partners has attempted to capture the meaning of progress for Axis Bank by bringing in Deepika Padukone as the new brand ambassador. With the new partnership, Axis Bank aims to bring together two brands that are contemporary and progressive. The campaign taps into the human side of Deepika, portraying instances from her life – as a daughter, as a friend and as an employer and how banking plays an integral part in her life.

     

    Rajiv Anand, President – Retail Banking, Axis Bank said, “The new film takes our brand positioning of ‘Badhti Ka Naam Zindagi…’ or Progress On… ahead. The campaign is based on the insight that progress means different things to different people and can also be defined differently for the same individual at different times. This insight is captured in our new communication which brings to life the ubiquitous and multidimensional nature of progress.”

     

    Being one of the first women celebrities to endorse a bank in India, the challenge for Lowe Lintas + Partners was to ensure that the association of Deepika Padukone with a bank, which is perceptually a male domain, came across as a well-considered decision on the part of the brand ambassador and not as a traditional endorser. The creative device that Lowe Lintas + Partners capitalized on was the traditional press conference setup which is being used not only to officially introduce the association but also reveal some of the offerings of the bank that would be playing a real role in her life.

     

    Arun Iyer – National Creative Director, Lowe Lintas + Partners said, “Keeping the brand philosophy in mind and having got Deepika on board with us for the campaign, we started working how we can bring them together. There are many facets to progress, while monetary growth is important, it is also important to have value systems in place which Deepika as an individual seamlessly displays.”

     

    As part of its plans to reach out to the audience on digital platforms, Axis Bank has planned an extensive coverage around the campaign with thrust on digital and social media. The campaign will be promoted under the hashtag #DeepikaForAxis, and will be released subsequently on traditional media.

     

  • Apart from the Special Award, agency also wins a Grand Prix and 5 other metals at the Awards show

    Lowe Lintas + Partners crowned APAC’s ‘Most Effective Creative Agency’

    By a correspondent

     

    Lowe Lintas + Partners emerged victorious yet again in the ‘Effectiveness’ category as it was bestowed the ‘Special Award: Effectiveness Creative Agency of the Year’ at Tambuli Awards. The agency was also the recipient of the coveted Grand Prix award for its work on ‘Help a Child Reach 5’ under the Insights and Strategic Thinking category for its client Hindustan Unilever Ltd. The awards were held last week in Philippines.

     

    Along with the two wins, Lowe Lintas + Partners also won 2 Silvers for ‘Help a Child Reach 5’ under the Established Brand category and for ‘Mobile – From a Wall to a Bridge’ under the Integrated Mobile-Led Program category. Both the awards were for campaigns done for Hindustan Unilever Ltd.

     

    Sharing his excitement on winning the big awards at Tambuli, Joseph George, CEO, Lowe Lintas + Partners said, “I am absolutely thrilled that we are carrying on in 2014, where we left off in 2013. We were declared Most Effective Agency in India in 2013 and now, the most Effective Agency in Asia Pacific. This is testimony yet again to the shared philosophy and belief in the type of work we and our clients believe in.”

     

    Apart from the above recognition, the agency also won 3 Bronze metals for work on ‘Help a Child Reach 5’ under the Creative Effectiveness category, ‘100% Natural. Seeded.’ under the Small Budget Brand category and ‘100% Natural. Seeded.’ under the Integrated Promo and Activation-Led Program category.

     

    Vikas Mehta, CMO, Lowe Lintas + Partners added, “Tambuli is a special award, because it recognizes, not just effectiveness, but also the social impact brands create. At Lowe Lintas +Partners, we see brands as agents of positive social change. Winning the top honour at Tambuli is a great reinforcement of our philosophy. We are thankful to our clients for their support and the University of Asia & Pacific for these awards.”

     

    The accolades at APAC Tambuli Awards come on the back of a series of wins that Lowe Lintas + Partners won at the Asian Marketing Effectiveness & Strategy Awards, held in Singapore recently. The agency had won the Platinum award for work on ‘Lifebuoy – Help a Child Reach 5’ for its client Hindustan Unilever Ltd. along with three more medals at the prestigious award show.

     

  • The campaign highlights Axis Bank's journey as a customer centric bank

    Axis gets Deepika Padukone to take its brand philosophy ahead

    By A Correspondent

     

    Axis Bank has announced the launch of the third phase of its advertising campaign around its brand philosophy of ‘Badhti ka naam zindagi…’ or ‘Progress On’. With a new cut on the philosophy articulated as ‘Badhne ke kai naam hai…’,the bank, for the first time in its evolution has got associated with a celebrity and has announced Deepika Padukone as its brand ambassador.

     

    The campaign, that has been designed by Lowe Lintas revolves around the thought that progress has many dimensions and talks about the ‘holistic’ nature of progress and highlights Axis Bank’s journey as a customer centric bank. The new campaign has been directed by ad film director Gauri Shinde.

     

    Speaking on the launch of the campaign, Rajiv Anand, President – Retail Banking, Axis Bank said, “The new film takes our brand positioning of Badhti ka naam zindagi… or Progress On… ahead. The campaign is based on the insight that Progress means different things to different people and can also be defined differently for the same individual at different times. This insight is captured in our new communication which brings to life the ubiquitous and multidimensional nature of progress.”

     

    Arun Iyer, National Creative Director, Lowe Lintas and Partners said, “Badhti ka Naam Zindagi’ or ‘Progress on’ is the essence of brand Axis. In our earlier campaigns, we have explored this philosophy from various angles, be it an individual’s progress or the progress of the collective. The objective this year was to explore a new dimension of progress while showcasing the range of products, which brings us to the idea behind the campaign ‘Progress has many meanings’. It is not just material but also emotional and personal. While growing monetarily is important but it is also important to have value-system in place and that’s the whole thinking behind the philosophy of ‘Badhti ka Naam Zindagi’.”

     

    About Axis Bank

    Axis Bank is the third largest private sector bank in India. Axis Bank offers the entire spectrum of services to customer segments covering Large and Mid-Corporates, SME, Agriculture and Retail Businesses.

     

    With its 2,402 domestic branches (including extension counters) and 12,922 ATMs across the country, as on 31st March 2014, the network of Axis Bank spreads across 1,636 cities and towns, enabling the Bank to reach out to a large cross-section of customers with an array of products and services. The Bank also has overseas offices in UK, Singapore, Hong Kong, Shanghai, Colombo, Dubai and Abu Dhabi.

     

    The Bank’s website www.axisbank.com offers comprehensive details about its products and services.

     

    For further information please contact:

    Axis Bank Index PR
    Suresh Warrier | Parminder Panesar

    +91 22 2425 5601 | +91 22 2425 5619

    suresh.warrier@axisbank.com  parminder.panesar@axisbank.com

    		 Tayyab Imadi | Shruti Muddup

    +91 99672 12492 | +91 98206 51056

    tayyab@indexpr.in | shruti@indexpr.in