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Tag: Mullen Lintas Bangalore

  • Echoes the ‘Ghanam’ outlook of people of AP & Telangana

    Mullen Lintas films for Tata Tea Chakra Gold

    By Our Staff

     

    As part of its latest restage campaign, Tata Tea Chakra Gold has launched a new film continuing its series of hyperlocal campaigns. The campaign is conceived by Mullen Lintas Bangalore.

     

    Talking about the launch, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said: “Following our recent restage strategy on Chakra Gold, which saw a refreshed packaging highlighting Telugu pride elements, we are happy to launch the new AP and Telangana – specific film celebrating the ‘Ghanam’ way of life. The campaign brings alive the true spirit of the region and its people as part of our hyperlocal strategy aiming to engage consumers with local cultural insights. Just as people from AP & Telangana prefer everything to be lived fully loaded in their quintessential magnum opus way, their choice of tea too reflects a fully loaded, strong and punchy taste that Chakra Gold promises.”

     

    Added Garima Khandelwal, CCO, Mullen Lintas: “Every facet of Telugu states is celebrated with a larger than life attitude to make every moment fully-loaded with emotions, people and made with all the good things of life. Whether it’s the opulent movies or the lavish feasts of Telugu states; they are awe-inspiring and have set a record in themselves. We wanted our commercials to highlight the insight and we used a colloquial word which encapsulates this – outlook via ‘Ghanam’.  And then we went to town to bring out different life events and occasions that bring out the liveliness and the scale of the events and of course, everything was Ghanam. Just like how Chakra Gold’s strong taste that makes it a Ghanam tea”.

     

  • Puts forth its ideology of 'best way to cure health is through care'

    Mullen Lintas campaign for MFine

    By Our Staff

     

    For its latest campaign, healthcare service MFine commissioned Mullen Lintas Bangalore to produce a campaign to build top-of-mind recall for the brand.

     

    Commenting on the campaign, Arjun Choudhary, Founding Member and Chief Business Officer, MFine said: “As much as MFine is a new-age health-tech brand, care has always been at the very core of all that we do. From instant online consultations to lab tests from the comfort of homes, MFine ensures that care is readily accessible and of the highest quality. Our new campaign films showcase a new aspect of that heart-warming care, this time with a pinch of mischief and fun between the endearing couple.”

     

    Talking about the campaign idea, Garima Khandelwal, CCO, Mullen Lintas added: “Popular culture is best created or second best exploited in advertising. To make a tongue-in-cheek story about lab tests at home and to make the commercial sticky for MFine was the intent here. The over emphasis on the MFine branding is also by design so there is no confusion on which brand but to make people smile at the correlation. The auntie gets an upper hand with this campaign and the uncle gets a taste of his medicine.”

     

  • The agency will handle the entire brand strategy and creative consultancy services

    Mullen Lintas Bangalore to manage creative mandate of Ruosh

    By A Correspondent

     

    Footwear and accessories brand Ruosh has appointed Mullen Lintas as its brand partner. The agency will handle the entire brand strategy and creative consultancy services, to strengthen the brand’s footing in the Indian market.

     

    Mridumesh Kumar Rai

    Said Mridumesh Kumar Rai, President, Sara Futura Group: “At Ruosh we believe that there is a shoe for every occasion and that the right pair of shoes gives one the edge to win every day. We are now geared up to bring in technological innovations to offer unique design solutions in our collections. The emphasis is on style but with uncompromised comfort! With this we believe that Ruosh would be the most preferred one, amongst consumers. We have a challenger mind-set and in Mullen we’ve found an ideal partner to drive efficiency in marketing investment”.

     

    Kishore Subramanian

    Commenting on the win, Kishore Subramanian, Executive Director, Mullen Lintas added: “Ruosh has created a differentiated imagery among consumers through both, exquisitely crafted products as well as its unique tone of voice. We are excited to partner with Ruosh and to generate an unfair share of attention for the brand.”

     

    The account will be managed out of the agency’s Bengaluru office.

     

     

  • Mullen Lintas was tasked with this campaign to establish QuikrEasy as a one-stop platform for getting service providers for all home-related services

    Mullen Lintas’ campaign for QuikrEasy conveys the ease of doing things

    By A Correspondent

     

    Mullen Lintas Bangalore has conceptualised a three-film campaign for QuikrEasy, the services vertical of Quikr. Speaking about the Quikr Easy campaign, Vineet Sehgal, CMO, Quikr said:“We often find the task of identifying, evaluating and then engaging with service providers cumbersome and end up delaying on the task that can make life better. QuikrEasy symbolises the simplest and convenient way to manage small or big tasks in easiest possible way”.

     

    Added Shriram Iyer, National Creative Director at Mullen Lintas:“Most of the times it’s the simplest of jobs that overwhelm us. Be it doing repairs, getting the house painted, or for women even getting a simple wax. It was this insight of what happens when the smallest chores hold us down and how with QuirkEasy’s convenience and speed everything can get resolved in a jiffy that informed our campaign.”

     

     

  • Entry level recruitment (blue and white collar talent) is challenging in sectors such as BPO, Sales, Logistics, Fulfilment, etc

    Mullen Lintas shows how hiring is better and simpler with Quikr Jobs

    By A Correspondent

     

    Mullen Lintas Bangalore has launched new films for Quikr Jobs for entry level white collar (nurses, sales, BPO) and blue collar jobs (security guards, warehouse executives, receptionist or delivery boys). Said CMO Vineet Sehgal: “With 1 crore + active candidate profiles and over 500 job roles, Quikr Jobs is the largest candidate database provided by any job portal in the entry level and blue collar hiring space in India. We wanted to amplify this message to the businesses that are looking to hire through the year and also bring alive the quirkiness of our brand through this communication.”

     

    Added Shriram Iyer, NCD, Mullen Lintas, on the campaign idea: “Recruitment simplified was central theme around which we have built the entire campaign. Simple visual actions that convey speed and ease of finding talent makes the films light hearted and memorable”.

     

     

  • The aim of the ad campaign by Mullen Lintas is to drive pre-owned smart phone purchase intent among people

    Quikr Bazaar campaign for pre-owned smartphones

    By A Correspondent

     

    Mullen Lintas has launched its first television campaign for Quikr. The latest campaign by Quikr is themed around buying high quality pre-owned smartphones at affordable prices from QuikrBazaar, its C2C vertical. The aim of the ad campaign is to drive pre-owned smart phone purchase intent among people through the assurance of a high quality product from Quikr. The ad campaign titled ‘Have you seen Rajesh’s new phone?’ is conceptualised and executed by Mullen Lintas Bangalore.

     

    Commenting on the campaign, Vineet Sehgal, Chief Marketing Officer at Quikr said: “At Quikr, we have always innovated for our consumers either to make them online users, to address privacy issues or to provide secure platform for C2C transactions. With the latest ad campaign we want to address trust issues associated with the used products and mobile phones in particular. The campaign points out the several benefits such as best price, 36+ point quality check, six months warranty and seven-day replacement policy offered by QuikrBazaar and demystifies worries associated with pre-owned mobile phones. The ad campaign is result of a great collaborative effort with our new agency partner that effectively captures the essence that anybody can now own a high-end mobile phone.”

     

    Highlighting the creative premise behind the film, Shriram Iyer, NCD, Mullen Lintas said: “Mobiles carry a lot of flaunt value, right? So what happens when a very junior employee at a firm walks around with a high-end phone? One which looks and feels like a brand new phone? It leads to a crazy chain of Chinese whispers, all speculating how he could afford it. And given that Quikr and quirk go hand in hand, we went lateral in treatment by giving it a retro, Bollywood caper kind of feel to the whole thing. A simple human insight tuned for super fun.”

     

  • Its latest offering Cleartrip Local, is known to offer more than 20,000 things to do in 50+ cities ranging from activities, fitness, to eating out and events, all under one roof

    There’s lots to be explored on Cleartrip Local, says latest brand film by Mullen Lintas Bangalore

    By A Correspondent

     

    Cleartrip, which was one of the first portals to ease travel plans by offering a clean, simple, and fast solution for booking flights, hotels, and allied services, has now taken on the challenge of making the lives of its customers more fun within cities throughout India. Its latest offering Cleartrip Local, is known to offer more than 20,000 things to do in 50+ cities ranging from activities, fitness, to eating out and events, all under one roof.

     

    To educate the consumers about its new offering, Cleartrip has launched a new brand film that delves on the key brand proposition of offering various services under a single roof. Developed by Mullen Lintas Bangalore, the film revolves around the insight that most consumers today are genuinely at a loss to find something fun to do. Besides the mundane pastimes of movies and malls, there were not many activities that they were aware of taking place in their vicinity. The biggest hook, therefore, for the communication was the discovery of the product itself. The film thought thus has been kept highly colloquial, which has the ability to enter regular conversations of people and fit into their world rather effortlessly.

     

    Commenting on the launch of the new brand film, Subramanya Sharma, CMO Cleartrip Pvt. Ltd. said: “Cleartrip Local is about catering to the ‘here & now’. Mullen Lintas and us brainstormed about the local moments of truth which included the fear of missing out, illusion of ’same old, same old’ in the city and the illusion of complete knowledge around what’s happening around you. And this one line resonated with a lot of us – ‘You are a stranger in your own city’ and out came the central idea for the campaign – ‘What’s happening, lots happening’. Also, while the core idea was nailed, we were worried on the execution as most ideas falter at this stage. But Shriram Iyer and team meticulously planned the details so much that the film came out exactly the way it was visualised in the storyboard. Creativity with perfect execution – we couldn’t ask for more.”

     

    The film begins the protagonist going on with his everyday life but is confronted with people around him pursuing their passions. Whether it is go-karting, kayaking, pot-making, yoga or even dining out at a venue of choice, people are shown doing what they love doing best when they are free. The protagonist is bemused on all these activities taking place around him and wonders what’s really transpiring. The voiceover then summarizes by saying that on Cleartrip Local app, there’s lots happening!

     

    Sharing his views on the film idea & execution, Shriram Iyer, NCD – Mullen Lintas said: “The product is so one-of-a-kind that it pretty much wrote the line ‘what’s happening, lots happening’ itself. Use the app and you’ll know it, there’s seriously some crazy amount of things to do in your own city. Our task then was to crack a device to tell this in an engaging manner. And we tried doing that by literally bringing this alive by showcasing crazy activities in an impossible environment. And the Gujarati rap simply tied it all up in a nice, quirky bow.”

     

    The film has already gone live and will air on popular online & offline channels in the coming weeks.