MxMIndia

Tag: Lowe Lintas

  • Continuing with the internationally adapted concept of 'Dirt is good', Lowe lintas has devised another campaign for Surf Excel

    Lowe Lintas unveils new Surf Excel campaign

    By A Correspondent

     

    Detergent powder brand, Surf Excel, has historically stayed away from making laundry problems and solutions the hero of its communication. This started in 2005, when Surf Excel launched the unique concept of “dirt is good” in India with the iconic puddle war ad. And every year since, Surf Excel has come up with commercials propagating this brand philosophy – whether it is to make a little sister smile, or stop a raging fight between adults, or being a bigger person and forgiving friends. Surf Excel repeatedly demonstrates to mothers that children experience and learn about life through dirt.

     

    The new commercial conceptualized by Lowe Lintas and Partners is set in the context that kids today are exposed to lots of violence and anger and grow up believing that this is the way of life. With this commercial, Surf Excel demonstrates the value of “baddappan” and how a situation can be turned around without any negative overtones by a child who thinks and behaves differently

     

    We see a team of young kids engrossed in their post-school cricket match, when a team of seniors enters the pitch and bullies these kids to abandon the ground in the middle of their session. While a heated brawl is underway between the bowler and the senior, a member of the younger team calmly walks up to the two of them and attempts resolving with reason. On being met with a violent response, the kid then takes adopts a unique path – he cheekily offers to make peace with the elders by offering them a muddy hug!

     

    Since most of us may have been in a similar scenario of bullying at some point in our lives, this ad leaves us with the good feeling that not always do we need to resort to violence. The ad in its own tongue-in-cheek way communicates the good of being the bigger person in a situation.

     

    CREDITS

    Creative: Arun Iyer, Ramkrishna Gopi Yadav, AP Zeth, Aarti Srinivasan, Sushant Joshi

    Business: Virat Tandon, Tarannum Romani, Suchana Sarkar, Haripriya Mishra

    Planning: Saji Abraham, Mani KB

    Films: Riddhi Mehta

    Production House: Footcandles Films

    Director: Vinil Math

     

  • Kapil Batra, Subrato Mehta and Abhishek Dey join as Senior Creative Directors

    Creative talent moves to Eleven Brandworks

    By A Correspondent

     

    In a growing trend within the Indian advertising industry, creative talent and clients are making a focused move towards smaller agency set-ups. The latest to make the move are Kapil Batra, Subrato Mehta and Abhishek Dey who have joined Eleven Brandworks as senior creative directors.

     

    Prateek Bhardwaj, Founder Director, Eleven Brandworks, said: “Adding depth to the talent pool has been a priority for us. These additions are another step towards building a robust creative organization.”

     

    For Kapil Batra, who has been Creative Director (copy) McCann Delhi for close to 5 years, “the move to Eleven Brandworks is an exciting challenge. With the freedom the small set-up offers, comes the responsibility of winning and managing substantially-sized businesses while producing outstanding creative products.”

     

    In his decade long experience Mr Batra has handled the Perfetti portfolio (Chlor-mint, Big Babol, Happydent & Alpenliebe) and worked on General Motors, Greenlam Laminates, yatra.com, Usha Fans, among others. His work has been applauded by the jury of Clio, Cannes, The One Show, Adfest, Fab Awards, Spikes, The Work, Goafest and MirchiKaan.

     

    While clients appreciate the direct interface and attention from leading creative/planning resources, the creative think tanks enjoy the flexibility these outfits offer. Commenting on his recent move, Subrato Mehta said: “Smaller set-ups are bringing like-minded people together and offering greater freedom of thought as well as a relief from mundane systems.”

     

    Mr Mehta moved to Eleven Brandworks after a 4 year stint with Dentsu. In his 22 years in the industry, he has worked with agencies like Ogilvy & Mather, Lintas, JWT and Triton. Winner of many prestigious international awards, he has worked on brands like Canon, Honda, J&J, ICICI, Reid and Taylor, SAB TV, Kinetic, HDFC and  Manchester United Cafe, to name a few.

     

    Abhishek Dey moved from Lowe Lintas, Mumbai to Eleven Brandworks. Mr Dey has been in advertising for the last 11 years.  Having worked in Rediffusion DY&R, McCann Eriksson and Publicis before his stint at Lintas, he has worked on brands like Tata Tea, ICICI Prudential, Bajaj Motors and Lifebuoy. On the way he picked up a few awards at Indian shows like ABBY, Goa fest and some international shows like Clio and Adfest (Pattaya).

     

    Welcoming the new team aboard, Sampada Chaudhari, COO, Eleven Brandworks said: “Increasingly clients’ businesses are moving faster and getting more demanding. There is a shift in preference to independent agencies, as they are fleet footed and create fresh work. Our new creative talent will help create a dynamic creative pool to manage and acquire exciting businesses.”

     

    Seconding her view, Vivek Suchanti, Partner, Eleven Brandworks added: “The independents have been able to attract some very good talent, with open structures, great work environment and partnership/ownership models (more like the consulting firms), they have become true brand custodians taking on the onus of performance of their work.”

     

    Also Sambit Mishra, currently Senior Creative Director (copy) at Eleven Brandworks, Delhi moved to Mumbai to partner Abhishek Dey and Aneesh Jaisinghani, currently Senior Creative Director (art) Eleven Brandworks, Delhi will team up with Kapil Batra.

     

    Eleven Brandworks is a full-service creative agency based out of Mumbai and Gurgaon. Some of the clients the agency handles are Tata Mutual Fund, Big FM, Star Plus, Times Group, Nokia Maps(Navteq), NDTV Goodtimes, Modi Ilva (Artic Vodka), Archies, Hallmark, and Homex India.

     

  • Daimler Commercial Vehicle has awarded its India Mandate to Lowe Lintas

    Lowe wins Daimler commercial vehicle mandate

    By A Correspondent

     

    Chennai-based Daimler India Commercial Vehicles (DICV) has concluded its prolonged pitch process with the appointment of Lowe Lintas and Partners, Chennai, as its marketing communications partner.

     

    According to GV Krishnan, Executive Director, Lowe Lintas and Partners: “This must have been one of the most awaited pitch results of recent times. We are thrilled to have been given the mandate.”

     

    DICV went through two rounds of presentations before shortlisting agencies. Top 5 agencies were shortlisted and were in fray for the business.

     

    Mr Krishnan said: “The Indian trucking segment is in rapid evolution mode, and BharatBenz (as DICV’s trucks will be known in India) is uniquely poised to lead this revolution. As the pioneer of truck manufacturing, DICV will seek to assert its leadership through customer-oriented products and services. It feels great to be able to partner DICV from virtually their roll-out stage.”

     

    Joseph George, Chief Executive Officer Lowe Lintas and Partners added: “This is a significant win for our Chennai office. It will be an interesting challenge to the agency’s ability to strategize and persuasively communicate the rich, inspiring story of DICV. And with recent wins out of our Kochi and Bengaluru offices too, am particularly pleased with the way our South operations are performing.”

     

  • After calling for a multi agency pitch, Red FM has decided to bring Yang Saints and Warriors on board as their creative partner.

    Yang Saints and Warriors to sing creative tunes for Red FM

    By Shubhangi Mehta

     

    Yang Saints and Warriors will be henceforth handling the creative mandates for Red FM. The win comes after a multi agency pitch that Red FM had called for a couple of months back.

     

    Though no confirmation from Red FM could be obtained at the time of filing the report, sources close to the development have confirmed the news to MxMIndia.

     

    The agencies participating in the pitch include names like Lowe Lintas, DDB Mudra, Scarecrow Communications, Law &Kenneth and others.

     

    The incumbent agency on the account is Ogilvy & Mather, who have been handling their creative mandates for the past five years. Even the marketing spends could not be ascertained at the time of filing the report.

     

    Red FM is a property of Sun TV Network, India’s largest television network which has 20 TV channels, 45 FM radio stations, two daily newspapers and four magazines in several Indian languages.

     

     

  • The Lowe+Partners session titled Global India with R Balki and Shekhar Kapur saw the two film-makers share their mantras on how marketers can succeed in India

    India@Cannes: Balki & Shekhar Kapur talk of how to do business in India

     

    By A Correspondent

     

    Shekhar Kapur

    One of the most exciting sessions on Day 3 of Cannes Lions 2012 – and not just for Indians – was the one by Lowe + Partners titled Global India. Oscar-nominated film director Shekhar Kapur and filmmaker and Chairman & Chief Creative Officer of Lowe Lintas, R Balki were in discussion with Wired editor David Rowan. On the seminar agenda was a look at the creative heritage of India and its influence on global culture and enterprise. This was the first time that Cannes Lions featured a seminar dedicated to Indian creativity and its global influence.

     

    Introducing the speakers, IPG Chairman Michael Roth stated that the session at Cannes was an indication of the importance of India in the global economy. Speaking of the growing importance and the shifting focus to India, Mr Balki said, “What has changed over the years is that earlier, India was judged globally. Today, India is the jury, be it the global products or ideas.” Talking about Indian creatives on a global platform he admitted that a lot of things don’t make any sense to the rest of the world. But he also pointed out that brands who have tried to implement global theory, have messed up in India. He said, “Global brands have to come to India selling like a local brand. Any global thought has to be highly ‘Indianised’ to be implemented in India. And, it’s a difficult job.” Mr Balki added, “If you want to know India, watch ‘The Story of India’ by Michael Woods.”

     

    R Balki

    Furthering Mr Balki’s point of an ‘Indianised’ idea, Mr Kapur remarked that India was a land of imagination. He said, “The West calls us melodramatic, we call it mythical.” He added that any idea to work in India has to be magically ‘Indianised’.

     

    Speaking on the impact of social media, Mr Kapur agreed that social media was set to change the way we live but not advertising. He also agreed that social media holds an opportunity for India and he said that the new real estate is the social media. He said, “Fifteen per cent of the world’s teenage population will live in India. So there will be a large number of consumers on social media. This will make us an influencing economy, if not a dominant economy.”

     

    Discussing his views on social media and its impact, Mr Balki remarked that social media currently in India is a one-sided communication, where we are expressing ourselves but not accepting messages. Talking about the Indian economy, Mr Kapur said that Indians needs to move from being job-makers to job-creators.

     

    Sharing tips for global brands entering India, Mr Balki said, “Stop looking at India as a market and you will succeed. And, let the Indians do the things in India.” Mr Kapur added, “When the West stops looking at India as a market and starts looking at it as a culture, they’ll make it there.”

     

  • She will be seen in an aggressive multi-media campaign which will be created by Lowe Lintas

    Luxor signs Deepika Padukone as brand ambassador for Pilot

    By A Correspondent

     

    Luxor Writing Instruments has signed on Deepika Padukone as the brand ambassador for Pilot for two years.

     

    Announcing the new face of Pilot, Pooja Jain, Executive Director, Luxor Group, said: “We understand that young consumers today are very discerning of the brands they use. The brands have to match their aspirations, ambitions and personality. Deepika comes across as a go-getter who has made it on her own, is confident of her choices and works hard to achieve what she desires from life. She rightly represents the youth who is passionate and seek excellence in their endeavors. Our association with her is the right fit with many common factors between Pilot and Deepika which appeal to the youth instantly. I am sure this alliance will emphasize the positioning of Pilot series as a choice of young achievers.”

     

    Deepika Padukone would be seen in an aggressive multi-media campaign which will be created by Lowe Lintas. Speaking about the advertisement campaign, R Balki, Chairman & Chief Creative Officer, Lowe Lintas, said: “Deepika is a confident person and represents the youth which is aware and determined. Her personality perfectly matches with Pilot and reflects the achievements of the young generation. The ad campaign for Pilot will keep this synchronicity in mind and will have a young feel.”

     

     

  • Lowe Lintas Partners and Hindustan Unilever's Lifebuoy bag India's first Global Effie in New York on Wednesday

    Lowe & Lifebuoy win India’s first Global Effie

    By A Correspondent

     

    Lowe Lintas and Partners India’s campaign for ‘Lifebuoy Super-Fast Handwash’ was declared the 2012 Global Effies Bronze winner at New York on Wednesday. Earlier this year, Global Effies had called for entries of globally effective campaigns across the world. Lifebuoy was shortlisted earlier in the month along with brands like Nike, Google and X- box.

     

    Said Saji Abraham, Global Planning Director, Lifebuoy and Virat Tandon, Global Business Director, Lifebuoy: “Lifebuoy Superfast Hand-wash is a liquid handwash formulation that kills 99.9% germs in 10 seconds. We responded to this fantastic innovation with a simple but insightful and persuasive idea – that children are in a hurry when it comes to hand-washing; and so if your handwash cannot keep pace with them, germs on their hands will just not go. This campaign won because we were bold, competitive and consumer focused at the same time.”

     

    Joseph George, CEO, Lowe Lintas and Partners, said: “As an agency, we take the Effies seriously. And so winning, not just the Lowe & Partners Worldwide Network’s but also India’s first ever Global Effies is hugely satisfying and encouraging.”

     

    See also:

    http://www.effie.org/winners/showcase/category/43 Grand Effie winners

    http://www.effie.org/winners/showcase/2012/6695 Information on Lifebuoy ad and credits

    http://www.effie.org/winners/showcase/2012/6695 The Lifebuoy presentation

     

  • This year, Lowe Lintas, will take to the stage to present 'Global India' – the first time the Cannes Lions Festival has featured a seminar dedicated to Indian creativity and its influence globally

    Balki & Shekhar Kapur to present ‘Global India’ at Cannes Lions 2012

    By A Correspondent

     

    R Balki

    The annual Cannes Lions Festival of Creativity kicks off on June 17. Every year a select number of world class advertising networks are invited to speak to the assembled delegates, who converge onCannesfrom all over the world. Some 10,000 delegates, from the agency and client world, attend the festival each year.

     

    This year, Lowe Lintas, will take to the stage to present ‘Global India’ – the first time the Cannes Lions Festival has featured a seminar dedicated to Indian creativity and its influence globally.

     

    Shehkar Kapur

    Chairman and Chief Creative Officer of Lowe LintasIndia, R Balki, will be joined on stage by special guest, Oscar nominated Director, Actor, Producer and new media entrepreneur, Shehkar Kapur. Wired magazine Editor, David Rowan, will interview Mr Balki and Mr Kapur on stage, while the seminar will be introduced by Michael Roth, Chairman and CEO of Lowe and Partners parent company, IPG.

     

    Michael Wall, Global CEO of Lowe and Partners said: “At Lowe and Partners, we pride ourselves on our strong capability in emerging markets. We have great, talented leaders like Balki, who manages to successfully meet the challenges presented by globalization ofIndia, while preserving the local culture. We can look forward to a thought provoking seminar from Balki and Shekhar at Cannes Lions, the first time the festival has dedicated a session toIndia.”

     

    Wall added: “This seminar isn’t just for the Indian Cannes delegates to attend,India’s future will play a large role in our industry’s future and should be of interest to all delegates.”

     

    Mr Balki and Mr Kapur will share their thoughts on a variety of topics, including the creative heritage ofIndia, the future ofIndiaon a world stage, Indian advertising,Indiain the digital age and the film and entertainment industry, and discuss their views on the impact of the nation around the world.

     

    Mr Balki commented: “We are very excited to bringIndiato Cannes Lions for the first time and to have Shekhar join us. He has been, of course, a leading Indian creative force, with a world profile, for some years now and is set to inspire the gathered creatives from all over the world, who attend the event. Cannes Lions is really the only truly global festival that celebrates our industry and looks to its future andIndiais at the forefront of that future. We plan to bring all the diversity, colour, creativity and passion that is modernIndia, on stage with us.”

     

    Mr Kapur added: “I am happy for the opportunity to be on the same platform with creative leaders like Balki and Lowe and Partners and look forward to a great, in depth discussion. Social Media is a new force that is asking us to redefine Advertising’s role in society – we have great challenges, but huge opportunities available to us too, by working within communities”.

     

  • The idea is to not just create a platform for young talent, but to also actively look for the unique, different and gifted

    Lowe Lintas to host 10th Portfolio Night

    By A Correspondent

     

    Lowe Lintas and Partners has once again come in support of Portfolio Night, which in its simplest form is, a platform for young creative aspirants to have their work sampled by at least three top creative directors from the industry in one evening. In the process, they not only get feedback and advice, but if they are good enough, they might land up a job as well. It is conducted on the same date in more than 20 cities all over the world every year.

     

    Organised by IHAVEANIDEA globally, as an industry event, it has been growing over the past few years with a lot of young creatives looking forward to it. Since 2003, it has taken place in 56 cities and 35 countries around the world. Over the past nine years, over 11,000 young copywriters, art directors and designers have taken part in it all over the world. And over 2,800 Creative Directors have given their time to participate in Portfolio Night.

     

    Mumbai has been a part of this event since last two years and this is the third year that it is being organized in the city. Given the significance of encouraging and motivating new talent in the industry, the mantle of organizing Portfolio Night in Mumbai has been taken up by Lowe Lintas and Partners this year on May 23 at the Four Seasons in Worli.

     

    With 25 top CDs from the industry slated to attend and review the work of young, enthusiastic creatives, this highly anticipated evening will unite advertising and design communities in every continent as the next generation of creative talent makes an exciting foray into the industry.

     

    The idea is to not just create a platform for young talent, but to also actively look for the unique, different and gifted. It acquires tremendous significance as there are limited opportunities for the young creatives to discover opportunities in the industry. This is one way with which they not only get one but three opportunities in one evening.

     

    And while one may think that he or she is talented enough to be in an agency, the reality of what agencies and Creative Directors look for may be completely different. Part of the attraction is thus the opportunity for young aspirants to get valuable advice and perspectives as well, from some of the well-known and established CDs who have gone through the grind.

     

    Arun Iyer, NCD, Lowe Lintas and Partners, said: “Hosting Portfolio Night is one way for us at Lowe Lintas and Partners to give back to the community. We would want young creative guys to come in and get the chance to talk to some of the best known CDs in the country. It’s only when you sit in front of someone who has the experience and the maturity that you understand what’s frivolous and what’s really important in a given context. Portfolio Night is thus the right opportunity to get a Reality Check.”

     

  • Red FM has called for a creative pitch. Industry sources close to the development have confirmed the news to MxMIndia

    Red FM invites agencies to handle creative

    By Shubhangi Mehta

     

    The radio channel 93.5 Red FM has called for a creative pitch. The pitch is at a very initial stage as of now. The agencies participating in the pitch include names like Lowe Lintas, RK Swamy BBDO, Law &Kenneth and others. Though no confirmation from Red FM could be obtained at the time of filing the report, sources close to the development have confirmed the news to MxMIndia.

     

    The incumbent agency on the account is Ogilvy & Mather, who have been handling their creative mandates for the past five years. Even the marketing spends could not be ascertained at the time of filing the report.

     

    Red FM is a property of Sun TV Network, India’s largest television network which has 20 TV channels, 45 FM radio stations, two daily newspapers and four magazines in several Indian languages.

     

  • Behind every great commercial is super strategy. MxMIndia brings you the brief and the strat as given by the client and whatever else that went into creating a winning ad.

    Ad Strat: Havells Fans are Forever

    R Balki,  Chairman and Chief Creative Officer Lowe Lintas

     

    1. Name of the Campaign: Havells Fans are Forever

     

    2. The Brief: To communicate that Havells fans are forever

     

    3. The thought process behind the creative:

    Havells is known for interesting advertising and their association with the IPL. They have been associated with all the four editions of the IPL so far. This time round they are back with a new campaign for Havells fans which marks the comeback of the yesteryears’ superstar Mr. Rajesh Khanna in his first ever TVC. This iconic superstar is known for an unprecedented mass hysteria and a frenzied fan following in the history of Indian cinema. Never before or never after, has any film star been known for such a fan following. The new TVC for Havells Fans is a tribute to the phenomenon and the relationship he had with his fans.

     

    4. Media vehicles chosen: TV, Print, Internet and in-shop POSM

     

    5. Key issues kept in mind while executing the ad:

    The ad has to be a Havells fans ad first, and should not get overshadowed by the presence of any celebrity.

     

    6. Does the treatment do justice to the brief?

    Yes, as it clearly establishes the fact that Havells fans are forever.

     

    7. What according to you is the differentiating factor about the ad?

    The thought that Havells fans are forever and the way Rajesh Khanna has been used, doing justice to the idea and the thought. This is the first time that in the fans category, a brand has spoken about this proposition, and in a way like this.

     

    8. Market and client feedback:

    We have got extremely encouraging feedback from the market, including the trade, consumers and also from Bollywood.

     

    Compiled by Shubhangi Mehta, AdStrat appears every Monday. If you wish to see your campaign, featuring here, please write to Shubhangim [at] mxmindia.com with a cc to editor@mxmindia.com

  • Created by advertising agency Lowe Lintas, electrical equipment maker Havells India's 'Fans are forever' campaign takes viewers down the memory lane

    Havells fans ropes in Bollywood’s first superstar Rajesh Khanna

    By Rajiv Singh

     

    He thrilled millions of his fans with his electrifying presence on silver screen during late 60s and 70s. Now, after staying out of the limelight for decades, but with his air of stardom almost intact, a frail Rajesh Khanna has pleasantly shocked all by featuring in his maiden TV ad – for Havells fans.

     

    Created by advertising agency Lowe Lintas, electrical equipment maker Havells India’s ‘Fans are forever’ campaign takes viewers down the memory lane by showing glimpses of the unprecedented mass hysteria and a frenzied fan following that the first official superstar of Bollywood enjoyed for decades.

     

    For a superstar whose fans were legion and who wrote romantic letters in blood to him, a fan commercial may not be the ultimate box-office humdinger, but it has definitely created a buzz with some advertising experts hailing it as a masterstroke.

     

    “It’s a bold ad, so true to the life of Rajesh Khanna,” said Prasoon Joshi, executive chairman and CEO of McCann Worldgroup India and president, South Asia.

     

    Sometimes ads are done not to hardsell a product, but to start a conversation or create a language for the brand, said Mr Joshi. “This is one of those advertisements.”

     

    For Havells India, which has more than 13 per cent share in the Rs3,500-crore fan market, the commercial is yet another instance of out-of-box advertisements that the brand has been resorting to over the last few years to break the clutter on television.

     

    “Fans are not so talked-about category,” said Anil Gupta, joint MD of Havells India. “With almost similar-kind of communication by all the brands, we wanted to break the clutter.”

     

    Josy Paul, chairman and national creative director of ad agency BBDO India, said Havells has always gone for highly salient advertising, to make people look again at boring stuff like switches and fans.

     

    “Nostalgia is a sweet thing and brands can benefit from this,” he says, adding, “We brought music director Bappi Lahiri back with 7Up ‘golden lemon offer’ in 2009, and the commercial was a super hit.”

     

    However, not all are impressed with the brand using a yesteryear superstar. Prathap Suthan, managing partner of brand-new independent ad agency Bang in the Middle, believes the Havells commercial is like a living obituary to the legendary superstar. “This is rank terrible advertising,” said Mr Suthan. “I don’t know whether to cry for Rajesh Khanna or console him.” He feels that the pun around ‘fans’ has not worked.

     

    YLR Moorthi, marketing Professor at IIM Bangalore, said the retro of an ageing yesteryear superstar who looks a pale shadow of his former self may not connect with young consumers. “The ad assumes that the target audience has seen the movie ‘Anand’,” said Mr Moorthi. “Will the new generation connect with the advertisement,” he wondered.

     

    However, Mr Gupta of Havells India is convinced that the new advertisement campaign with cut across all age barriers. “We did a lot of research before roping in Rajesh Khanna,” said Mr Gupta. The young generation is very much aware of Rajesh Khanna’s movies and songs, he added.

     

    The jury may still be out on the advertisement, but for Rajesh Khanna, the star who fathered superstardom in India, a small commercial is a reminder of the many glories that were his for the taking in a country that was rigidly socialist and almost without the amplified profusion of second-by-second ads that innundate the present.

     

    Source: The Economic Times
    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved