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Tag: Mullen Lintas

  • In collaboration with Madison Communications and Mullen Lintas

    Marico’s Saffola Masala Oats launches new campaign

    Marico’s Saffola Masala Oats has launched a new campaign during the ICC Men’s T20 World Cup 2024.  The two commercials are conceptualised by Madison Communications with the creative concept by Mullen Lintas and executed by Disney+ Hotstar Creative Works.

    Expressing his excitement about the collaboration, Vaibhav Bhanchawat, Chief Operating Officer- India & Foods Business, Marico Limited said: “We’re thrilled to have Sanjay Manjrekar for this campaign. His playful and relatable personality perfectly complements the campaign’s light-hearted approach, highlighting the brand’s ability to satisfy cravings without compromising on health and taste. Cricket, especially with this ICC Men’s T20 World Cup, is synonymous with passion and energy, just like the emotions we experience around snacking. Sanjay’s presence brings that same kind of excitement to the campaign, reminding viewers that Saffola Masala Oats becomes their go-to choice for those who seek both health and taste in their snacks, especially during the high-octane environment of this tournament.”

    Added Jolene Solanki, Chief Operating Officer- Madison Media Ultra: “Snacking and sports go hand in hand, while many snacking brands take this opportunity to be present during the sport, we at Madison believe that just being present with the regular TVC will only build awareness. Brands spend a huge amount of money on sporting events but very few focus on blending both media and creative together and be relevant, that’s when you make your investments work harder. Conceptualizing the idea and creating a special creative with Sanjay Manjrekar and his famous, trendy line “Behave” along with Saffola Masala oats helped us be relevant during the ICC Men’s T20 World cup 2024.”

  • To make high-fashion accessible to the youth

    Mullen Lintas chosen AOR  for Reliance fashion brand Yousta

    By Our Staff

     

    Mullen Lintas Mumbai, has been chosen as the creative agency of record for Yousta, the youth-focused fashion brand under the umbrella of Reliance Retail. The account will be managed by the Mumbai office of Mullen Lintas.

     

    Said Hari Krishnan, CEO, Mullen Lintas: “We are delighted to have won the mandate for Yousta. Fast Fashion is a booming category that is seeing many disruptions and innovations in terms of products and formats. Using Mullen Lintas’ ‘Challenger Thinking’ framework we were able to craft a sharp brand strategy and a compelling narrative for Yousta, which we’re confident would make the desired impact for the brand. We look forward to partnering Yousta and making it one of the most preferred fashion destinations in the country.”

     

  • Unveils their latest Brand Campaign

    Mullen Lintas collaborates with Manipal Hospitals

    By Our Staff

     

    Mullen Lintas has unveiled a new advertising campaign in collaboration with Manipal Hospitals, aimed at inspiring individuals to prioritise their own wellbeing. The campaign encourages audiences to adopt a proactive approach to their health, ultimately preventing the need for reactive critical care situations.

     

    Said Karthik Rajagopal, COO, Manipal Health Enterprises Pvt. Ltd: “In today’s fast paced world, we often neglect our well-being in the pursuit of success, losing our quality of health. Following this insight, we decided to launch a brand campaign ‘The best gift that we can give to our near and dear ones is the gift of our own good health.’For this, I would like to applaud the efforts of Mullen Lintas and Director, Gauri Shinde, in bringing this idea to life. We’re grateful for this partnership and hope everyone will appreciate this message.”

     

    Sharing thoughts on the campaign, Hari Krishnan, CEO, Mullen Lintas added: “Healthcare communication has for a long time been about brands talking about themselves to consumers, almost in a one-way approach, about their expertise, facilities, infrastructure etc. We felt that the time is right to elevate the conversation. As one of the pioneers in modern healthcare in India, the onus of exemplifying thought leadership rests with Manipal Hospitals. With this as our guiding light, we conceived a campaign which, at its heart, is all about encouraging people to take care of their health so they never need to be taken care of in a hospital. It’s very bold in that sense, for a brand to consciously decide to not talk about themselves and the team at Manipal Hospitals deserves all the credit for taking this leap.”

     

  • Campaign created by Mullen Lintas

    Saffola initiates health movement for under 40

    By Our Staff

     

    Saffola Food Products has launched the Saffola ‘40 under 40’ campaign. This movement is aimed at inspiring young Indians to prioritise their health.

     

    Speaking about the campaign, Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited said: “There is an increasing trend of young Indians falling prey to lifestyle diseases; In a young country like India, this trend is deeply concerning. Saffola has always focussed on a healthy lifestyle and as a thought leader in that space we believe it is our responsibility to encourage young India to eat better and live healthier. Through the 40 under 40 campaign, Saffola in partnership with the Times Of India is attempting to bring about a sustainable habit change which can better our consumers life. We believe in today’s hectic day and age, earning the consumers attention requires sustained effort and engagement which we will attempt to build using a multi-touch point model to bring the campaign alive. The Saffola 40 under 40 campaign is spearheading the cause of inspiring India to take health seriously by participating on a health journey with 40 young achievers under 40 years, who will take India on a journey towards better health by adopting Roz Ka Healthy Step.”

     

    Added Jolene Fernandes Solanki, Chief Operating Officer, Madison Media: “Taking a note of the rising incidences of lifestyle diseases amongst young people; together with Saffola, we at Madison Media take pride in creating this health journey with 40 young achievers and their followers across India. Saffola has always been at the forefront of promoting a healthy lifestyle, and through this campaign it attempts to make a change and bring forth the focus on healthier living. Backed by months of conceptualising and strategic excellence, along with all the stakeholders we look forward to driving and promoting the health journey for the upcoming days.”

     

    Said Ram Jayaraman, Chief Creative Officer (CCO), Mullen Lintas: “While the world (rightly) celebrates professional young achievers, we wanted to encourage all Indians to think deeply about another kind of achievement: good health. Saffola ’40 under 40’ Roz ka Healthy Step is a social-first, interactive campaign that recruits 40 influencers under the age of 40 as real, fallible brand ambassadors, to inspire the rest of us towards taking that decisive first (and second, and third) step towards mindfully healthy living.”

     

  • Desh Ki Chai celebrates Desh Ka Garv- Handlooms of India

    Tata Tea pays homage to handloom legacy this I-Day

    By Our Staff

     

    On this Independence Day, Tata Tea premium pays homage to India’s handloom legacy this with its ‘desh ke dhaage’ campaign. Tata Tea Premium has collaborated with Okhai, an online clothing and accessories store, for the purpose.

     

    The story of the offerings have been knitted together in a TVC conceptualised by Mullen Lintas that celebrates India’s vibrant handloom legacy.

     

    Commenting on the initiative, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products, said: “As we embark on this remarkable journey on the eve of Independence Day with the ‘Desh Ka Garv’ initiative, Tata Tea Premium celebrates the collective pride of our nation’s talented craftsmen, paying homage to their dedication, craftsmanship and their irreplaceable contribution to our cultural heritage. Through our heartwarming campaign, we hope to inspire every Indian to embrace and celebrate the legacy of our diverse regional handlooms, cherishing the threads that weave our nation’s pride. Each sip of Tata Tea Premium brings not just the taste of excellence but also the essence of ‘Desh ki Chai’, a cup that knits all of us together in a tapestry of love, unity, and pride.”

     

    Commenting on the campaign, Hari Krishnan, CEO of Mullen Lintas added: “It was exciting to work on something so unique. You rarely see a brand redoing their packaging as a tribute to an art form. The brief was simple, to celebrate India’s one of the most unique artforms of handlooms, through handloom-inspired limited-edition packs on Independence Day. The idea was right there, if you look at it, these threads are what form the fabric of the nation, they portray unique stories from across India through motifs embroidered on to their weaves. The way the film portrays these unique stories and inspiration behind each of these fabrics, through a mix of eye-catching animation and playful sing-song narration, makes for a delightful watch, while landing the communication in an effective manner.”

     

  • The account will be managed by Bengaluru office

    Mullen Lintas wins mandate for Hubble Money

    By Our Staff

     

    Hubble Money has collaborated with Mullen Lintas for its first ad campaign. The agency will focus on creating differentiation for Hubble Money and support their vision to be a one-stop spending account that makes spending more rewarding.

     

    Speaking about the association, Mayank Bishnoi, Co-founder of Hubble said: “Hubble is a highly rewarding spending account that is designed for you to live your lifestyle fully. We want people to get more value out of their hard-earned money when they spend on their lifestyle. 90% of people’s spending happens from their own funds and there is a need for a dedicated spending account which helps people track and manage spends better while also helping them save money. That is why we created the Hubble Money – to help users spend smartly. Whether it is ordering food, buying new clothes, or going for a vacation, consumers can now save up to 10% on every purchase. We chose Mullen Lintas because of their sharp and focused strategic approach and very exciting creative expressions. They demonstrated great understanding of the platform and the task on hand, and we also liked their passion on display. We look forward to this partnership and in creating a new financial habit with Hubble.”

     

    Speaking about the win, Hari Krishnan, CEO of Mullen Lintas added: “Building a new category is always an exciting challenge. At Mullen Lintas, we adopt a ‘Challenger’ approach to brand building, and this helps when it comes to changing an existing behaviour or deep-rooted beliefs. Our intent is to make Hubble a new habit and a new way of life for consumers when it comes to spending/saving. We look forward to creating new benchmarks in the Fintech category with Hubble.”

     

  • Campaign conceptualised by Mullen Lintas

    Hindware ropes in players from PBKS & RCB for TVC

    By Our Staff

     

    Hindware Limited has unveiled a TV campaign conceptualised by Mullen Lintas. The campaign highlights the aspirations of today’s traveller, who aspires to have the same experience in bathroom as they get in a 5-star hotel. The TVC campaign features prominent players from Royal Challengers Bangalore and Kings XI Punjab Kings.

     

    Commenting on the announcement, Sudhanshu Pokhriyal, Chief Executive Officer, Bath Business, Hindware Limited, said: “As a leading player in the bathroom solutions market, we are always looking for innovative ways to connect with our customers. We are excited to launch our latest TVC campaign, ‘5-star Hotel Like Bathrooms’, which highlights the importance of creating a luxurious bathroom experience. Our products are designed to offer a premium and relaxing experience to our customers, and we believe that this campaign will resonate with them. Furthermore, our campaign features cricket phenoms who are the heartline for some many cricket fans. We are confident that with is collaborated TVC we will be able to connect with wider audience and reinforce our brand’s position across Indian markets.”

     

    Added Charu Malhotra, VP & Head of Marketing, Hindware Limited: “We are delighted to launch our new TVC campaign ‘5-star Hotel Like Bathrooms’, which features some of the biggest names in cricket. The collaboration between Hindware and Royal Challengers Bangalore and Punjab Kings is expected to bring increased brand exposure, stronger brand positioning, enhanced customer engagement, and subsequently increased revenue for the brand. The TVC will be followed with this 360-degree integrated campaign which comprises print, radio, digital, OTT, OOH & robust social plan as we aim to leverage the one of the biggest sporting extravaganzas – IPL and connect with millions of cricket fans across the country.”

     

  • Launches 9 limited edition festive packs in 250gm

    Tata Tea Premium celebrates Odisha Day with campaign

    By Our Staff

     

    Tata Tea Premium pays homage to Utkala Dibasa (Odisha Day) with a campaign. It launches 9 limited edition packs inspired from the handlooms of Odisha. Nine different handlooms from different corners of Odisha have been tastefully adapted into this edition packs.

     

    To bring alive the story of the handlooms, the brand has also released a film conceived by Mullen Lintas, weaving together a whole 9 yard of visual extravaganza narrating the exquisite story of some of the famous handloom weaves of the state.

     

    Elaborating on the initiative, Puneet Das, President, Packaged Beverages, India & South Asia, Tata Consumer Products Limited, said: “As part of our continued efforts to strengthen our brand connect with the people of Odisha, we are excited to celebrate the handloom culture of the state through our #UtkalaKiKala campaign on Utkala Dibasa. The array of handloom sarees from Odisha have been an integral part of the state’s cultural fabric. We have been able to bring alive these handloom traditions and capture their magical design in our limited-edition packs. We have further amplified this story beyond our packs into a beautiful film that can be seen by consumers across Odisha. Celebrating the rich culture of Odisha as well as driving this campaign to highlight the magic of these craftsmen, is at the core of our hyperlocal strategy to strengthen the connect with people of Odisha.”

     

    Arnab Chatterjee, co-founder Tree Design, who had conceived the thought and the pack design added: “To truly do justice to the brief we decided to go to the source of this rich cultural heritage. Traversing across the state of Odisha, we covered close to 1000 kms by road, over a period of 8 days, and located nine local artists who have been practicing their specific craft of handloom weaving for generations. Each of the nine artists was tasked to create a special saree for Odisha Day based on their rich and specific ethnic handloom culture. These sarees then became the base for the nine limited edition Odisha Day packs. These nine gems were then used to create a full campaign for Odisha Day ranging from a special edition tea book to outdoor to print to evoke a sense of local pride with the Tata Tea Premium consumers in Odisha.”

     

    Commenting on the genesis of the campaign and the idea, Hari Krishnan, CEO, Mullen Lintas said: “Not every day you get to work on a campaign like this. While the brief to the team was to communicate about the 9-handloom inspired limited edition packs, the idea was always to celebrate the pride of Odisha on the occasion of Utkala Dibasa, through one of its popular art forms- its beautiful handlooms. The name of the state itself has ‘kala’ in, so we leveraged it to work in our favour and cracked the campaign #UtkalaKiKala, a celebration of the state and its handloom art. The way the film portrays the stories and inspiration behind each of the handlooms, brought alive through a mix of miniature art and slick animation, captivates the viewers while also landing the communication comprehensively.”

  • Picardo brings in 22 years of experience as a P&L Head and Brand Strategist

    Mullen Lintas appoints Sharon Picardo as Exec Dir & Head of Mumbai

    By Our Staff

    Sharon Picardo
    Sharon Picardo

    Mullen Lintas, the creative agency of the MullenLowe Lintas Group, has appointed Sharon Picardo as Executive Director and Head of Mumbai operations.

     

    Picardo brings in 22 years of experience as a P&L Head and Brand Strategist. She started her career as a management trainee with FCB where she worked for 15 years and left as a General Manager. She has worked with other leading agencies like DDB and L&K Saatchi & Saatchi leading the charge for a wide spectrum of brands. She has worked with cross-functional teams for brands like Tata Motors, Amul, Parle, Big Bazaar, Renault, Diageo, NPCI, ICICI Bank, Bharti AXA, among others.

     

    Said Hari Krishnan, CEO of Mullen Lintas: “Mullen Lintas is one of the youngest creative agency brands in India’s top 10. Building brands using the ‘Challenger’ framework, we have managed to create a quiet revolution in terms of creative reputation and growth. Mumbai being our flagship operation, this is a very coveted role in that sense. In Sharon, we found a perfect leader and team player. She has the right blend of experience, knowledge to be able to lead the fabulously talented Mumbai team and consolidate and grow the operations of Mullen Lintas, Mumbai.”

     

  • Meditate Air Purifiers is the first product from Havells Studio

    Mullen Lintas develops ‘Inside Thinking’ for Havells

    By Our Staff

     

    Havells India Limited has launched a new brand, Havells Studio,, that will produce innovative products like an air purifier to start with. The positioning for the brand and launch campaign, has been done by Mullen Lintas.

     

    Said Garima Khandelwal, Chief Creative Officer, Mullen Lintas: “With Havells Studio, we have launched the positioning of Inside Thinking, a platform thought that’s uniquely Indian at its core, that craves the depth, has substance within. Packaging pathbreaking design and innovation that writes the future, but with the proposition that the greatest experiences are always built from the inside. We wanted to own a brand world that had this blend of futuristic technology but made for India, in India. In a design language with premium aesthetics, and widely extendable for its digital footprint, the first product launched is the air purifier and we are excited to see how it’s received.”

     

    Speaking on the campaign, Rohit Kapoor, EVP – Brand Marcom, Havells India Ltd added: “Havells Studio represents our commitment to deliver products and experiences that set new standards in consumer experience. Our first innovative product Meditate is a testament to that, as it offers revolutionary pioneering SpaceTech air purification technology developed in-house by the Havells R&D team in India. The air purifier comes with premium aesthetics and a portable AQI Monitor to deliver superior functionality to users. Our brief to Mullen Lintas was to focus on a storytelling that resonates with the product proposition and brings alive the premium experience it offers. We are glad to see the final result brings alive our commitment innovating futuristic technology made for India, in India.”

     

  • Account will be handled by the agency's Gurgaon office

    Mullen Lintas wins creative duties for Hindware Sanitaryware

    By Our Staff

     

    Mullen Lintas Delhi wins creative duties for Hindware Sanitaryware and Tiles. The business was won after a keenly contested multi-agency pitch process. The account would be handled out of agency’s Gurgaon office.

     

    Speaking of the win by the agency, Hari Krishnan, CEO – Mullen Lintas said: “Purchase decisions when it comes to Sanitaryware used to be led by functionality and value. However, that’s not the case any longer and it’s not seen as an extension of personal space and expression. This is where Hindware has made a difference with its innovations & design and our focus would be to consolidate the brand equity for Hindware based on these values & benefits. We are excited about this partnership and look forward to creating a new narrative in this category.”

     

    Commenting on the association, haru Malhotra, Vice-President, Marketing, Hindware Limited added: “Hindware is known for Design Excellence, Innovation and Quality. Our products are backed by extensive consumer research and Insights. We have been evaluating different partners to further build the Hindware brand equity through sharp and relevant consumer insights and creative expressions. For us what stood out about Mullen Lintas was how the Strategy & Storytelling came together in perfect sync and of course the passion and enthusiasm the team brought to the table. We look forward to some stellar work being developed for the brand.”

     

  • To promote their range of Ultra Low Maintenance and long-lasting batteries

    Mullen Lintas plugs in with Okaya Batteries as their creative partner

    By Our Staff

     

    Okaya Power Group, manufacturers of batteries, has appointed Mullen Lintas as their creative partner to promote their wide range of Ultra Low Maintenance and long-lasting batteries manufactured in most eco-friendly environments. The account will be managed by the Gurgaon office of Mullen Lintas.

     

    Commenting on the association, Arush Gupta, Director, Okaya Batteries said: “We have some ambitious plans for the future and we were looking for a creative partner who could deliver impact and disruption. With Mullen Lintas’ refreshing approach to strategy & creative, we look forward to creating significant market impact for Okaya with Mullen Lintas.”

     

    Speaking about the win, Hari Krishnan, CEO, Mullen Lintas added: “We are thrilled to have been given the opportunity to be the creative arm for Okaya Batteries. It’s a somewhat commoditized category with trade playing a huge role in influencing the purchase decision. Our intent would be to build consideration & preference for Okaya and change the purchase decision process with our ‘Challenger’ approach.”