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Tag: Mullen Lintas Mumbai

  • The win was a result of a multi-agency pitch

    Mullen Lintas bags mandate for Saffola Honey & Soya

    By Our Staff

     

    Mullen Lintas Mumbai has bagged the creative mandate for Marico’s Saffola Honey and Saffola Soya, following a multi-agency pitch. The agency already handles the creative duties of Saffola Gold, Saffola Oats (Masala & Plain) and Saffola Oodles, thus expanding the portfolio.

     

    Speaking of the win by the agency, Hari Krishnan, Chief Executive Officer, Mullen Lintas said: “Forgive the pun but this win is too sweet! It was a really exciting challenge that was posed by the marketing brief, to create a distinct brand narrative in a category that has seen the dominance of one brand. We were able to define the business objective and the problem definition sharply and then we went on to identify consumer insights that were rooted in some category/product truths which could help build a new narrative in a category where the purchase decision is almost habitual or routine. We look forward to partnering Marico in building a distinct brand space for Saffola Honey & Soya.”

     

    A Marico spokesperson added: “We see tremendous potential to build scale in the healthy foods category. We are committed to deliver ‘better for you’ differentiated offering to our consumers under our brand Saffola. With our partners Mullen Lintas, we are looking forward to create new benchmarks in this exciting category.”

     

  • The firm has recently launched Optima Secure, a new health insurance product

    Mullen Lintas campaign launching HDFC Ergo

    By Our Staff

     

    HDFC Ergo General Insurance, the leading private sector general insurance company, has recently launched Optima Secure, a new health insurance product that seeks to redefine the value that customers get from their insurance plan. Mullen Lintas Mumbai has conceived an integrated advertising campaign to launch it.

     

    Commenting on the campaign, Mehmood Mansoori, President Shared Services and Online Business said: “The global pandemic has reiterated uncertainty that surrounds one’s health & the importance of having adequate health insurance. The need of the hour is to bring products which helps customers not only in present but also takes care of their future & addressed their pain points during claims. We at HDFC Ergo have always believed in providing innovative solutions to our customers.  Optima Secure has been introduced with unique features that are never seen before in the industry. Therefore, with this campaign, we aim to communicate the unique benefits offered by Optima Secure policy in a simple yet entertaining way. We are confident that the campaign will motivate the customers to choose a policy that offers such wide-ranging benefits while providing a great value for money.”

     

    Talking about the campaign idea, Azazul Haque and Garima Khandelwal, CCOs at Mullen Lintas added: “The benefits given by HDFC Ergo’s Optima secure were never seen before benefits in the category of Health Insurance. So we needed to deliver it in a never seen before way. Reason why we decided to have extremely clutter breaking execution. Be it the stories or the backdrops, we chose something never seen before. From Aliens to Ghost stories, everything about this campaign is never seen before. Just like the benefits offered by the product.”

     

    The campaign is already live across multiple mediums including outdoor, radio and digital.

     

  • The agency: Mullen Lintas Mumbai

    Bajaj Almond Drops gets new ad

    By A Correspondent

     

    Bajaj Almond Drops, the biggest brand in Bajaj Consumer Care Limited’s haircare portfolio, has launched a campaign featuring Parineeti Chopra. The agency: Mullen Lintas Mumbai.

     

    Commenting on the campaign, Jaideep Nandi, CEO, Bajaj Consumer Care Limited, said: “Bajaj Almond Drops has always believed in bringing improved consumer experiences with evolving consumer needs. With changing lifestyle , beauty aspirations and environmental changes, need for better nourishment of hair has been growing, which we have addressed by doubling the content of Vitamin E in our product, making it 6 times more than an unbranded hair oil . The New Almond Drops Hair Oil helps reduce hair fall by upto 80%, enabling women to experiment with new hairstyles daily.”

     

    Talking about the campaign, Azazul Haque, CCO, Mullen Lintas, added: “The benefit of 6X Vitamins and reduction of hair fall had to be delivered with a lifestyle insight. Also, the brand wanted to connect with the younger generation as well. So, the idea of a new hairstyle every day that leads to hair fall looked contextual, relevant, and creatively interesting. So that consumers get to see the benefits of 6X Vitamins in Bajaj Almond Drop Hair Oil in a way that’s relevant to their lifestyle context.”

     

     

  • The agency currently also handles Marico's edible oil brand Saffola

    Mullen Lintas bags Marico’s Veggie Clean

    By A Correspondent

     

    Marico has recently launched Veggie Clean, a vegetable and fruit cleaner. To launch and promote the new product, it has granted its full-service creative mandate to Mullen Lintas Mumbai. The agency currently also handles Marico’s edible oil brand Saffola.

     

    Hari Krishnan

    Talking about the win, Hari Krishnan, CEO, Mullen Lintas said: “Over the past few years, personal and domestic hygiene have become paramount for consumers across the country, which has led to many new behavioural trends and habits. We are delighted that Marico has assigned us the creative duties for Veggie Clean and our task is to create a permanent place for the brand across the many kitchens of India. This will be a digital-first brand and teams have already begun the work to craft the brand idea and seed the brand message.”

     

     

  • As a brand that stands for freedom and liberation, Bajaj Avenger has been at the forefront in connecting with topics and conversations that impact India

    Bajaj Avenger encourages women to ride their independence in latest film

    By A Correspondent

     

    Che cruiser bike brand Bajaj Avenger expressed its take on why freedom matters to women and in a way they feel right. With #RideYourIndependence that has been conceptualised by Mullen Lintas Mumbai, Bajaj Avenger unravels the journey of one such female protagonist and what being free really means to her.

     

    Commenting on the objective behind the film, Sumeet Narang, VP – Marketing, Bajaj Auto said: “Avenger stands for freedom and liberation and it is our endeavor to reinforce the brand equity with each communication. With so many issues of women safety cropping in India recently, on this Independence Day, we saw an opportunity to underline ‘liberation of women’ seen from an Avenger perspective in a unique, positive and an endearing way.”

     

    Expressing her views on the idea and making of the film, Garima Khandelwal, ECD – Mullen Lintas said: “It’s the 70th year of independence, but are we, man woman alike really free? The film shows a woman riding through the outskirts, how a man would ride today. The indifference the world has to her presence is meant to reflect as respect of her freedom, it’s a utopian community. Mahatma Gandhi’s quote rightfully makes the film relevant for Independence Day. The brand makes a point on liberation yet again but this time it’s not a film for a girl that rides, it’s a film for every girl. Here’s to her independence!”

     

  • Conceptualised by Mullen Lintas Mumbai, the brand film firmly establishes the role of the company as an expert in Equity & Equity Mutual Funds

    Mullen Lintas’s new campaign for Motilal Oswal

    By A Correspondent

     

    Leading finance company Motilal Oswal Financial Services has rolled out its new brand campaign to position itself as an equity investing expert. Conceptualised by Mullen Lintas Mumbai, the brand film firmly establishes the role of the company as an expert in Equity & Equity Mutual Funds. The brand film goes on to trace some exceptional talent from across the country whose skills would put normal people to shame. A clerk at an office who’s faster than a machine in processing paperwork or construction workers at a building site that get their job done using unique  or a chef at an hotel who gets his chore done in the blink of an eye or even a barber, a bar-tender, a street food vendor, etc. All these individuals go on to show that “if you focus on one thing for a long time, you master it”. That’s what has driven Motilal Oswal to emerge leaders in equity investing.

     

    Commenting on the brand ideology and brief given to the agency, Ramnik Chhabra, Marketing Director, Motilal Oswal said: “Drive by our office at night and it will be lit green or red depending on how the stock markets have performed that day. Instead of ‘Up-Down’ buttons, our elevators have visuals of Bulls and Bears. We have one of the largest equity research departments in the industry. All the money of the company and promoters is invested only in equity. Needless to say; we are an ‘only equity focused’ investing house. This focus has helped us create a unique stock picking methodology (QGLP) to create wealth. The aim of the film is to, well; focus on this focus! And hence present Motilal Oswal as the equity expert you should think of if you are thinking about investing in equity.”

     

    Highlighting the creative idea behind the campaign, Garima Khandelwal, ECD-Mullen Lintas said: “Let’s celebrate skill, and the passion to do what you do every day and become the boss of it. The flair, rhythm and style makes it unique especially for the financial category. And that’s the contrast that excited us, for our clients. Motilal Oswal have mastered equity, and that is the single minded message we needed to put out loud and clear, hopefully entertaining all as they watch it.”

     

    Added Ayyappan Raj, EVP-Mullen Lintas said, “The client’s brief was quite simple and in a way very fundamental – we have been in the business of equity for 30 years and we’re really good at it. They pushed us to make this point in the most interesting way. What we’ve tried is exactly that, to make a point about how Motilal Oswal has been very successful with equity over the last thirty years. In a manner that’s fresh to the category and makes for enjoyable viewing. It was great working with the brand team on this campaign and they’ve been quite supportive of seeing this idea through in the best possible form.”

     

  • Mullen Lintas Mumbai will also provide strategic recommendations and creative ideas for the digital and social space

    Mullen Lintas Mumbai wins creative business of Motlilal Oswal

    By A Correspondent

     

    Leading financial services firm Motilal Oswal Financial Services has appointed Mullen Lintas Mumbai as its creative agency. The agency was chosen after a multi-agency pitch.

     

    As part of the mandate, apart from delivering solutions on conventional mediums like TV, Print, Radio and OOH, Mullen Lintas Mumbai will also provide strategic recommendations and creative ideas for the digital and social space.

     

    Ramnik Chhabra

    Commenting on the appointment, Ramnik Chhabra, Marketing Director, Motilal Oswal said: “Mullen Lintas managed to creatively interpret our communication brief with simplicity and impact. Important parameters while communicating in a category with low penetration and awareness.”

     

    The win marks Mullen Lintas’ foray into the financial services sector. Launched about a year-and-a-half ago in India, the agency has been having a brilliant run over the past few months with multiple new business wins across key markets of Mumbai, Delhi and Bangalore. This win marks another important milestone for the agency in the current financial quarter after it recently won the new business mandate of Tata CliQ and Too Yumm!

     

    Amer Jaleel

    Speaking of the win, Amer Jaleel, Chairman & CCO, Mullen Lintas said: “Motilal Oswal is a large enterprise that’s founded on strong principles. And the simplicity with which they approach financial services is quite impressive. When we met the people behind this inspiring organisation we were really thrilled by their childlike enthusiasm towards the advertising idea that we had proposed. Their reaction and response pretty much sums up our campaign premise. You’ll soon get to see some really clutter breaking work.”

     

     

    Virat Tandon

    Expressing his views on the win, Virat Tandon, CEO, Mullen Lintas said: “Everyone knows that Motilal Oswal are the best at what they do – making money for their clients. But, what we also realised in the pitch process was that they are also very good at understanding and buying good creative work. Their brief was very clear and I guess we gave them an idea that they believe will make money for them. We are very excited on winning this mandate.”

     

  • Mullen Lintas was chosen after a multi-agency pitch that saw the participation of six agencies across India

    Mullen Lintas wins integrated mandate of Too Yumm!

    By A Correspondent

     

    The RP-Sanjiv Goenka Group recently announced its foray into the FMCG space with Guiltfree Industries Ltd. The launch has been kicked off with the unveiling of its packaged foods brand – Too Yumm! for which Guiltfree Industries Ltd has appointed Mullen Lintas Mumbai as its creative agency. Mullen Lintas was chosen after a multi-agency pitch that saw the participation of six agencies across India.

     

    The Too Yumm! mandate includes strategic and creative duties for a high impact launch across markets for digital and mainline. Interestingly, the brand name Too Yumm! was proposed by the agency. Though not a part of the pitch brief, the agency presented the name as part of the pitch deck and that found unanimous appeal with the team at the client’s end.

     

    On appointing Mullen Lintas as the creative agency, Suhail Sameer, President Business Development & Growth, Guiltfree Industries said: “We met multiple big creative marketing agencies to help us in our brand and product launches. While all of them had their strengths, we loved the creative and strategic thinking which Mullen Lintas brought to the table. Also their solution orientation and proactive approach, critical for the tight timelines we are working under stood apart. We are extremely happy with their support on Too Yumm! so far.”

     

    Commenting on the win, Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas said: “It’s an exciting win for Mullen Lintas. It’s not often, especially in FMCG that one gets to work with a client right from the formation of a company on its very first brand- a brand we have literally birthed from the name itself. It’s been wonderful working closely with Sanjiv Goenka and the leadership team in bringing this brand to life.”

     

    Said Virat Tandon, Chief Executive Officer, Mullen Lintas: “Too Yumm! from RP- Sanjiv Goenka Group is a very special win for a couple of reasons. Firstly, they are a very ambitious client and that puts good pressure on all of us to do some really stand-out work. Secondly, they are very open to experimentation and that’s always such a welcome thing for agencies. Last but not the least, this is an integrated mandate for us. This close partnership amongst creative, media, PR and activation is really important at this early stage of brand creation as we try to define what this brand is and how it engages with its audience.”

     

  • Conceptualised and executed by Mullen Lintas Mumbai, the film traverses the journey of one such woman who decides to test her husband's attention by attempting changes to herself

    Bajaj Nomarks unveils brand campaign encouraging women to be self-reliant

    By A Correspondent

     

    Bajaj Nomarks has unveiled its latest brand campaign that highlights the many advantages of the skincare cream. The campaign, led primarily by a video film, touches upon the core point of the cream being a companion to women who often face multiple skin complaints, especially on the face.

     

    Conceptualised and executed by Mullen Lintas Mumbai, the film traverses the journey of one such woman who decides to test her husband’s attention by attempting changes to herself.

     

    Commenting on the core message that the brand seeks to make through this film, AmeyaDangi, Head of Marketing, Bajaj Corp said: “Bajaj Nomarks cream is completely Ayurvedic in composition and has been clinically tested for its efficacy quotient which makes it a unique product in the anti-marks category. Through this new campaign which is the first of a new idea developed by our agency Mullen Lintas, we want to encourage people not to be bothered by small things like skin marks but to focus on realising their bigger ambitions irrespective of what others may think of them.”

     

    The film has been developed based on the insight that in today’s day and age, wives have a common complaint – husbands are so engrossed in doing their own thing that they fail to notice some obvious changes, especially about them. For example the husband will not notice any change in the appearance of the wife or for that matter even miss the new dress that she is wearing and so on and so forth. It was this insight that gave birth to the campaign idea of “Men Don’t Notice.”

     

    Highlighting the core idea behind the film, Ayyappan Raj, EVP – Mullen Lintas said: “The mark removal skincare category is seeing a visible growth in the number of players and it is imperative that each one differentiate their offering from the others. With Bajaj Nomarks, the plus point is its reliance on herbal remedies along with the guarantee of delivering visible results in the quickest possible time. We used this as the core point in the film and brought to life a real situation that women often face at home. The film delivers on the promise of being a reliable companion to women when they need them the most.”

     

    Explaining the creative thought-process behind the campaign, ShriramIyer, NCD – Mullen Lintas said, “In advertising we are used to seeing big changes to lives post usage of a product. With Nomarks, we are promising that big change to your skin, and nothing else. Change your skin for yourself, even if it changes nothing else, is the message we want to give out with this ad.”

     

    The film has been launched offline on all popular channels and will also be rolled out extensively across Print and Outdoor. The film is being launched online as well and will play on major social channels to draw maximum mileage.

     

  • Titled "Load Mat Lo", the campaign features leading Bollywood actress Parineeti Chopra as the main protagonist

    Get rid of the load on your head, emphasizes Bajaj Almond Drops in latest campaign

    By A Correspondent

     

    In today’s fast paced world, people have the tendency of taking a lot of unnecessary load in their lives. These range from mundane worries like travelling woes, what to wear when going out, need to be visible on social platforms, etc. to the more worrisome ones like extreme stress at work, health & financial woes etc. All these worries do take a toll on individuals who are often left wanting for a way out.

     

    This insight was the inspiration for Mullen Lintas Mumbai’s new campaign on Bajaj Almond Drops Hair Oil. Titled “Load Mat Lo”, the campaign features leading Bollywood actress Parineeti Chopra as the main protagonist.

     

    Commenting on the thought process behind this campaign, Ameya Dangi, Head of Marketing – Bajaj Corp said: “People don’t like oiling their hair regularly because they find some oils to be extremely sticky, chip-chipa and heavy, a feeling which they dislike. It is like a “load” on their head and they have to put up with it for the sake of nourishment just like they put up with a host of unnecessary worries without a really good reason. But with light & non-sticky Bajaj Almond Drops hair oil, they can give their hair the nourishment it needs without having to put up with the heaviness on their head. For us, this new campaign idea “Load Mat Lo” brilliantly works on this very relatable insight of “unnecessary worrying” in the context of hair oiling and Bajaj Almond Drops.”

     

    The film titled ‘Load Mat Lo’ begins with the protagonist, in this case brand ambassador Parineeti Chopra, being told by her partner about the hair oil that he has shopped for her. On seeing the bottle, she immediately cautions him that she doesn’t prefer taking the load of coconut oil on her hair. To elucidate her point, she conducts a small experiment on his head by placing a paper-weight on his head and comparing it to a feeling that one gets by applying coconut oil in one’s hair. But with Bajaj Almond Drops, the feeling is just the opposite as it makes one feel light and easy. All this with the brand being fortified 300 per cent more with Vitamin E.

     

    Highlighting the strategic insight behind the film, Ayyappan Raj, EVP-Mullen Lintas said, “The consumer of today is always on the lookout for innovation on a product or brand they endorse. With the hair oil category flooded with multiple players, it was imperative that we play up features of Bajaj Almond Drops that stand out. Thankfully, there were more than a couple of features that worked in its favour including it being the lightest in its category and further fortified with 300 per cent vitamin E. This led us to zero down on the idea of ‘load free’, as that is was what most people too want from their lives. All these traits have been captured really well in the film.”

     

    Explaining the creative execution behind the film, Shriram Iyer, NCD-Mullen Lintas said, “While most hair oil brands tend to play up the usual advantages that can be derived by using them, we chose to highlight one of the biggest differentiator for Bajaj Almond Drops – it being the lightest in its category. This core point has been bought out well in the film where one can really feel the difference in applying an oil that is easy on the hair vis-à-vis the others that tend to make it heavy & sticky. We are sure the concept will get consumers to choose Bajaj Almond Drops hair oil when they go to shop for oil the next time around.”

     

  • The film, conceptualised by Mullen Lintas Mumbai, highlights the underlying message that it seeks to convey: #RideDontHide

    Bajaj Avenger urges fans to ride and acknowledge true wealth

    By A Correspondent

     

    Bajaj Auto has unveiled a new campaign that urges Indians to discover true wealth (and not just the materialistic stuff that has come to the fore post-demonetisation). Commenting on the need for the film, Sumeet Narang, VP Marketing, Bajaj Auto Ltd said: “We, as a brand, understand Avenger riders really enjoy and cherish riding and value experiencing outdoors. They seek treasure on either mountain tops or some sunny beaches. When demonetisation took the country by storm, we saw the subject of wealth accumulation from the riders’ perspective.”

     

    The film, conceptualised by Mullen Lintas Mumbai, highlights the underlying message that it seeks to convey, namely #RideDontHide. It begins with a statement on the immense wealth that the protagonist, or rather the rider, possesses as he makes his way across amazing trails in the country. Agreeing that his wealth is stashed away across many places, he makes his way to those locations much to the curiosity of the viewers. He eventually leads viewers to the natural wealth that’s abundantly available like the greenery, blue waters, bright yellow leaves, white snow etc. He eventually confesses that he is indeed wealthy beyond measure but none of it is black. Thus every ride that one embarks on makes him richer; richer by newer experiences.

     

    Commenting on the film, Ayyappan Raj, EVP-Mullen Lintas Mumbai said, “Bajaj Avenger has been engaging on social media with topical messaging for almost a year now – from IPL to Social Media Day to Brotherhood Day. And it has worked quite well for the brand. This time, there’s a POV that’s very true to the biker’s attitude/outlook and sincere to the brand belief. How does the Avenger rider look at wealth is the perspective that we’ve brought out in the current context. It’s already got a good response and has received positive comments & feedback.”

     

    Highlighting the creative thought process behind the campaign, Shriram Iyer, NCD, Mullen Lintas said, “A rider’s wealth is the experiences he collects while riding. Riding brings us closer to the wealth of nature. The current conversation about black money allowed us a powerful context to make this point. Acknowledging the beauty of the world around us will.”

     

     

     

    About Mullen Lintas:

    Launched on August 1, 2015, Mullen Lintas is the new creative agency offering from MullenLowe Lintas Group.It is headquartered in Mumbai with presence in key cities of Bangalore & New Delhi. The agency understands that a great brand needs a great narrative that flows seamlessly through screens, experiences, shopping environments and conversations. Mullen Lintas is born ahead of the curve and intends to remain a mashup of the enduring and the emerging. It intends to partner brands whose reality or ambitions are driven by a passionate pursuit of leadership.

     

    MullenLowe Lintas Groupis one of the largest country operations of the MullenLowe Group (part of the Interpublic Group of Companies (NYSE: IPG). It has operating divisions in advertising (Lowe Lintas, Mullen Lintas), design (dCell), PR (GolinOpinion), brand consulting (LinConsult), experiential marketing & activation (LinEngage),video content (LinProductions), digital marketing (LinTeractive) that manage 300+ clients. With a talent pool of over 900 people across 7 cities in India, MullenLowe Lintas Group currently manages more brands amongst the Top 10, Top 20, Top 50 and Top 100 of AC Nielsen-Brand Equity’s India’s Most Trusted Brands (2013 and 2014), than any other agency in India. MullenLowe Lintas Group was also ranked the No. 1 creative agency in the world in effectiveness by the World Advertising and Research Council’s report, WARC 100 for two consecutive years (2015-2016). Recently, the group was declared the Effie Agency of the Year for 2015 in India & also the APAC Effie Agency of the Year 2016.

     

    To know more about MullenLowe Lintas Group, visit us at www.mullenlowelintas.in or follow us on Twitter, Facebook, LinkedIn or YouTube

     

    For further information, please contact: 

    GolinOpinion                                                  MullenLowe Lintas Group

    Aparna Mehrotra                                          Johnson Napier

    +91 9969623947                                            +91 9892981600

    aparna.mehrotra@golinopinion.in             johnson.napier@mullenlowelintas.in