MxMIndia

Tag: Mullen Lintas India

  • Brand consultancy Chlorophyll helps in rebranding

    Mullen Lintas creates TVC with new brand identity for SBI Life

    By Our Staff

     

    SBI Life Insurance has unveiled its reimagined ‘Brand Identity’ with brand consultancy firm Chlorophyll working on the rebranding exercise.

     

    Speaking about SBI Life’s re-imagined brand identity, Ravindra Sharma, Chief of Brand, Corporate Communications and CSR, SBI Life said: “Brand SBI Life is not limited to a re-imagined identity or a TVC, fundamentally it is an entire belief system that we all live by, it is an experience that our customers and stakeholders remember us for. Our extensive research comprising countless conversations with consumers, business partners, employees and other stakeholders have indicated to a new evolving individualistically determined India. The consumer of this new India, expects insurance to be an enabler, in their pursuit of individualistic ambitions, which is way beyond the role of a mere financial tool. Aligning SBI Life’s brand journey to the evolving consumer attitude in the new India, we’ve undertaken a strategic rebranding exercise, where we envisage brand SBI Life to play the role of an ‘enabler’ for the consumer to follow their own individualistic aspirations, while simultaneously taking care of the needs of their loved ones.”

     

    Added Kiran Khalap, Co-Founder, Chlorophyll Brand Consultancy: “The challenge was like a four-way tight rope walk. Find one single insight that could make the brand relevant to metro-millennials, retain the loyalty of tier two and three towns, put distance between SBI Life and others and finally, give SBI Life a distinct identity. We found it, thanks to the patience of the team.”

     

    Added Garima Khandelwal, Chief Creative Officers, Mullen Lintas India: “The new brand philosophy of SBI Life “Karo poore apne iraade, apno se kiye sabhi vaade” is about fulfilling your dreams and passions while keeping your promises to your loved ones, not losing self for the sake of our responsibilities. We wanted to craft a story that captured the essence of the ‘vaade’ and ‘iraade’ through the eyes of an individual at a stage in life of change, where one is ready to take the next step of having a life partner or starting a family. The first story captures the beautiful moments of reflection in the mind of the protagonist, who vows to keep his individual dreams alive as he readies to become a family man. SBI Life gives wings to these dreams and aspirations, both for the family as well as the individual”.

     

  • The campaign aims to fuel the inner belief of individual, needed to rise and shine on the big stage called ‘Life’

    SBI Life ad highlights family support

    By A Correspondent

     

    SBI Life Insurance has launched its latest integrated brand campaign ‘Apno ki #HimmatWaliSeeti’ that reiterates the power of family support in reinstating individual’s belief in himself/herself. The brand campaign encourages individuals to pursue their passion responsibly, by first making life insurance a financial priority to secure the needs of their loved ones.

     

    Said Ravindra Sharma, Chief of Brand & Corporate Communications, SBI Life Insurance: “In our society, family continues to be the bedrock of support and our communication seeks to highlight the strength of family support. Especially in today’s challenging times family support plays a fundamental role in shaping an individual’s well-being, it acts as a de-pressuring agent in life. Our new brand campaign ‘Apno ki #HimmatWaliSeeti’ attempts to communicate a strong message that with the support and encouragement of the family one can wholeheartedly pursue their dreams and ambitions. He further added, “Through this campaign we aim to support every individual in securing their family’s well-being in a better way, without compromising on their dreams.”

     

    Added Garima Khandelwal (CCO) and Azazul Haque (CCO), Mullen Lintas India: “Life Insurance is seen as a responsibility towards one’s loved ones, and we wanted to start a new dialogue about the reason for Life insurance for today’s shifting landscape. The shift about the category with this campaign is that our loved ones are not our responsibility, but our biggest strength, our biggest cheerleaders, and we don’t need to endure a life doing what we don’t love to see them happy, to see them taken care of. Life is about going after your dreams, our loved ones still taken care of. We have a story of a girl learning to whistle so she can cheer for her father as she witnesses him most happy, most content when he’s pursuing what he loves to do.”

     

     

  • The crowning moment for the group came when WARC 100, an annual report from World Advertising and Research Council ranked Lowe Lintas India as the No. 1 Creative Agency in the world

    Mullen Lowe Lintas Group, India wins its 75th award for the year

    By A Correspondent

     

    In a huge achievement for the agency, Mullen Lowe Lintas Group, India picked up its 75th award for the year last night. Ironically for an agency that does not enter creative awards, it has emerged as the “most awarded agency” in India in 2015. All 75 awards were won either for market/campaign effectiveness or on overall agency performance.

     

    Beginning from the Effie India 2014, to the recently concluded Campaign South Asia Agency of the Year awards, Mullen Lowe Lintas Group has won a total of 75 honours this year. It began with the agency winning 7 Golds at Effie India announced in Jan 2015. It was the most by any agency for the year and beat the Gold tally of all other agencies put together. It went on to win another 6 Silver & 8 Bronze metals at the event. It followed this performance by winning the ‘Agency of the Year’ title and Carmencita Esteban Platinum Award at UA&P Asia Pacific Tambuli Awards. In all, the agency won 2 Grand Prix, 14 Golds, 3 Silvers, and 1 Bronze at the Tambuli awards this year.

     

    The crowning moment for the group came when WARC 100, an annual report from World Advertising and Research Council ranked Lowe Lintas India as the No. 1 Creative Agency in the world while Kan Khajura Tesan (KKT) was adjudged the Best Marketing Campaign in the world. Further, at the Asian Marketing Effectiveness Awards, the agency was declared Effectiveness Agency of the Year and went on to win 10 awards, including four Silver and six Bronze awards.

     

    On the Effie Index front, Mullen Lowe Lintas Group went on to win the title of the Most Effective Agency in India and Asia Pacific. It was also adjudged the third most Effective agency globally. At the Cannes Lions 2015, KKT won a Bronze award for Creative Effectiveness while at Spikes Asia Festival of Creativity, it won the Grand Prix for Creative Effectiveness – the only such accolade for India.

     

    At the Warc Prize for Asian Strategy, the group won a Grand Prix, a Gold, a Silver & a Bronze. The year culminated for the agency with a fine performance at the Campaign Asia Agency of the Year awards show where it was declared the ‘Best Creative Agency of the Year’ and also won the Best New Business Development Team of the Year, Best Strategic/Brand Planner of the Year and Best Account Person of the Year.

     

    Awards Scorecard 2015 of MLLG:

     

    Joseph George

    Commenting on the agency’s strong performance on the awards front, Joseph George, Regional President|South & Southeast Asia & Group CEO|India said, “It’s been a milestone year for us in India. We are glad to have ended the year on the same high that we started it. All this recognition is a result of all our key people putting up their hands, wanting to be counted and bringing value to the table. And this happened only because everyone thought of themselves as key stakeholders of the company. ”

     

    What made the honours this year even more special were a few special awards that were firsts for India. Noteworthy mentions include: The Local Hero Special Award for Havells at the Warc Prize for Asian Strategy; being declared Runners-up AdAge International Agency of the Year – again a first for an agency from India; and at the 4A’s Jay Chiat Awards – the award for strategic excellence where the best of Madison Avenue competes with the world – the agency did an unprecedented feat of consecutive double wins, two years in a row.

     

    Arun Iyer

    Adding his views on the agency’s achievement, Arun Iyer, Chief Creative Officer, Lowe Lintas India said, “I’m proud of the consistency with which each of our offices has churned out some great work across a large and diverse client set. Our work has excelled on a portfolio that’s a combination of classical and progressive brands, from young upstarts to large market leaders. 2015 serves as a reminder of how setting the bar high, is an everyday pursuit, and how successful teams are greater than the individuals.”

     

    Amer Jaleel

    Amer Jaleel, Chairman & CCO, Mullen Lintas India said, “The best barometer of our work being appreciated is when it manages to bring about a shift in perception and thought among the people. That’s what we achieved with few of our brands that went on to redefine the way a campaign should be approached and which ended up winning awards that were unique in nature. Special accolades for Indian brands such as Havells, Tata Tea and the others were something that no agency had ever received before and we are proud to have set a trend by being the first.”