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Tag: Madhav Chandrachud

  • The attempt: showcase how it touches millions of lives, cutting across sectors and geographies

    Kirloskar ad created by Lowe Lintas

    By Our Staff

     

    Engineering major Kirloskar has launched a campaign conceived by Lowe Lintas, to showcase how it touches millions of lives, cutting across sectors and geographies.

     

    Speaking about the campaign, Madhav Chandrachud, President, Kirloskar Proprietary Limited said: “Almost all the Kirloskar products are intermediate and hence one might not ever get to see one working. With its wide range of engineering products, it’s critical that communication is humane enough for a wide cross-section to relate to and emotionally connect with the brand. That too without being burdened with the complex product stories. We are happy to have Lowe Lintas, a like-minded agency partner us shoulder the brand custodianship by handling the brand communication seamlessly since the past many years.”

     

    Added Shantanu Sapre, Executive Director, Lowe Lintas: “The idea was to celebrate the millions of smiles Kirloskar has been garnering and cherishing globally since the last many years. The creative and production challenge was to make it human-centric without compromising on creativity in the new normal. Production logistics of curbs on travel, etc also had to be kept in mind. The creative team led by Prathamesh Gharat, Joshua Thomas and Tejas Dangre, with inputs from Charuvi Lokare, and ably supported by Business Head Aniruddha Oka, came up with a simple and elegant solution of setting the film in a photo studio with changing cast members and backdrops, thereby conveying Kirloskar’s global presence without having to travel the globe.”

  • The initiative celebrates green champions who are trying to make a difference through their efforts to protect the planet

    Kirloskar partners CNN for Going Green Heroes initiative

    By A Correspondent

     

    Kirloskar has extended its partnership with CNN International and will sponsor the Going Green Heroes initiative in a partnership that continues the organisation’s commitment towards providing green technology solutions for a sustainable future.

     

    Speaking on the initiative, Sunita Rajan, Senior Vice President, Advertising Sales, Asia Pacific, CNN International Commercial, said “We are delighted to be working with Kirloskar once again to celebrate the forward-thinking developments in today’s modern world. By identifying the passion of green heroes and their innovative solutions, this partnership also showcases CNN’s commitment to pushing the boundaries, whether it’s through high-production storytelling or industry-leading data insight and analytics. It is our absolute pleasure to continue this partnership with Kirloskar and to bring stories of green innovations and sustainability to the forefront.”

     

    Added Madhav Chandrachud, President, Kirloskar Proprietary Limited: “With a legacy of over 100 years, Kirloskar is dedicated to creating products and services that strive towards a greener and brighter world. Through this robust partnership with CNN, we hope to throw light on sustainable initiatives that drive a positive environmental transformation across communities. CNN has been partnering us in thought, action and vision, and sponsoring Gong Green Heroes is an extension of the same,”.

     

     

  • The campaign has been developed based on the insight that when you work silently and reliably behind the scenes, the only recognition that you get is the ‘smile of joy’ that you bring

    Lowe Lintas Pune makes smiles count for Kirloskar

    By A Correspondent

     

    Close on the heels of the ‘Omnipresent’ campaign by the Kirloskar Group last year, Lowe Lintas, Pune has unveiled another campaign that communicates how it brings joy and enriches lives across customer segments. The campaign has been developed based on the insight that when you work silently and reliably behind the scenes, the only recognition that you get is the ‘smile of joy’ that you bring. Thus the campaign idea of ‘Reverse Chain of Smiles’ was born.

     

    Commenting on the campaign, Madhav Chandrachud, President, Kirloskar Proprietary Limited said: “This is the sixth year of Kirloskar brand campaign in India and starting from ‘Engineering High-ground’ to ‘Positive Transformation’ to ‘The Invisible Yet Omnipresent’, the agency team has handled the communication seamlessly. Especially for engineering products, it’s critical that the communication is interesting enough for everyone to relate to. Also, the viewers need to emotionally connect with the brand without being burdened with the complex product stories. And when the brand is the leader, it needs to have a tone that steers clear of chest-thumping. We are happy to have a like-minded agency, partner us shoulder the brand custodianship over the years.”

     

    Speaking on the campaign thought, Vasudha Narayanan, Executive Creative Director, Lowe Lintas said: “Kirloskar is a great brand. Very few brands command so much respect and trust from consumers. That’s why it was important for us to capture this trust and yet stand out. Tracking the source of a kid’s smile from an ice-cream to a field gave us the opportunity. The treatment might look simple, but it was quite challenging, both creatively and technically. A commercial in reverse is not something that you see or make every day. It was quite a challenge and fun to script, visualize, shoot and edit this film. Both creatively and technically.”