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Tag: Mullen Lintas

  • 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”.

     

  • Will be responsible for the brand's strategy and creative output

    Mullen Lintas wins creative duties for Ferns N Petals

    By Our Staff

     

    Ferns N Petals, flower and gifts retailer, has recently appointed Mullen Lintas Delhi to handle its creative duties. The agency will be responsible for the brand’s strategy and creative output.

     

    Commenting on the association, Sai Thota, Head – Digital Marketing, Ferns N Petals said: “The forthcoming campaign that we are currently working on is a landmark one in the journey of Ferns N Petals towards an accelerated growth. Since it is a very important campaign, we have partnered with Mullen Lintas, one of the best creative agencies in the country. We are very confident that this association is going to help Ferns N Petals to get into the next orbit of growth.”

     

    Added Hari Krishnan, CEO, Mullen Lintas: “We are seeing an accelerated evolution across many traditional product categories. Business models are pivoting to keep up with the dynamic environment around us where D2C brands are emerging faster than mushrooms. At such a juncture, to partner a brand like Ferns N Petals to chart it’s future journey is an exciting challenge and we look forward to it.”

     

  • 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”.

     

  • To craft the creative strategy for launch of Tata ClassEdge’s edtech venture, Tata Studi

    Mullen Lintas wins creative for Tata Studi

    By Our Staff

     

    Tata Studi, part of Tata ClassEdge, an edtech firm, has awarded its brand and creative communications mandate to Mullen Lintas Mumbai following a multi-agency pitch. The agency will craft the creative strategy for the launch of Tata ClassEdge’s learning app, Tata Studi.

     

    Sachin Torne
    Sachin Torne

    Commenting on partnering with Mullen Lintas, Sachin Torne, Chief, B2C, Tata ClassEdge said: “Tata Studi is an education product based on principles of ‘Science of Learning’. We want children to plan their studies and learn for understanding, so that they can use their learning in real life. Planning for any activity helps reduce pressure and it is true even for studying. Lintas impressed us with their knowledge of the edtech segment and creativity in understanding our value proposition accurately. We welcome Mullen Lintas as our brand partners for Tata Studi.”

     

    Hari Krishnan
    Hari Krishnan

    Speaking about the win, Hari Krishnan, CEO, Mullen Lintas added: “With the accelerated boom that we’ve witnessed in edtech category, especially during the last 2 years, we are more than aware of the problems children have been facing porting to this new ‘Study-from-home’ culture. Most parents are perplexed about the role they must play when it comes to supporting and guiding their children with their studies and that is where Tata Studi comes in. With a scientifically developed platform, tools and modules, Tata Studi helps a child take control of their studies by helping them plan better. We look forward to this exciting journey ahead in enabling students and parents to reimagine the way they learn, with Tata Studi.”

     

  • 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.”

     

  • With several key appointments and elevations

    Mullen Lintas strengthens North ops

    By Our Staff

     

    Mullen Lintas has announced a new leadership at its Delhi office. The business function for the North region will be led by Sunil Singh Manhas who has been appointed as Senior VP and Business Head. Nisheeth Srivastava, elevated to Group Creative Director, will oversee the creative product and will be partnered by Sarabjit Singh, who has also been elevated to Group Creative Director (Art). Saumya Baijal, appointed as VP and Head of Planning – North, will lead the planning function for the region.

     

    Hari Krishnan
    Hari Krishnan

    Commenting on strengthening the business function, Hari Krishnan, CEO, Mullen Lintas said: “Mullen Lintas Delhi is poised for growth having already added a diverse mix of brands into the portfolio this year. We felt that this is the right time to bring in a new leadership team that is young, talented and driven. Sunil Singh Manhas comes on board as Sr VP & Business Head for Delhi. Sunil is a seasoned campaigner and knows the Delhi market inside out. He brings with him a wealth of cross-category experience and knowledge. His drive for new business and his passion for ideas will augur well for us.”

     

  • To help build brand equity

    Mullen Lintas to partner Dr. Vaidya’s ayurvedic

    By Our Staff

     

    Dr. Vaidya’s, a brand from the house of RPSG, has recently awarded its creative mandate to Mullen Lintas. The agency will be responsible for crafting the brand’s strategy and communication as it starts afresh post its acquisition by the RPSG Group last year. Mullen Lintas will be focusing on building equity for Dr. Vaidya’s and creating communication that helps achieve the growth aspirations.

     

    Speaking on associating with Mullen Lintas, Rajeev Khandelwal, CEO FMCG, RP-Sanjiv Goenka Group said: “We were looking for an agency that could understand our brand’s intent and could partner with us in making our growth plan into a reality, and Mullen Lintas we believe is the right partner. We are impressed by the team’s strategic approach on Dr. Vaidya’s and are confident of their creative and digital capabilities as demonstrated over the years on Too Yumm!”

     

    Commenting on the win, Hari Krishnan, CEO, Mullen Lintas added: “We have been brand partners to the RPSG Group since 2017 and are delighted to take this association forward with Dr. Vaidya’s. The brand operates in a rapidly growing category and we are excited to partner with the client team to deliver effective strategies and creative solutions to deliver an unfair share of attention for Dr. Vaidya’s.”

     

     

  • 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.

     

  • Features actor Vijay Verma who emphasises the need financial security

    Mullen Lintas creates new TVC for SBI Life

    By Our Staff

     

    SBI Life Insurance has released a new TVC #TermInsuranceKaLevelUp, that showcases the inherent need for a term insurance that ‘levels-up’ as one progress through life’s prominent moments. The campaign has been conceptualised by Mullen Lintas and features artist Vijay Verma.

     

    Said Ravindra Sharma, Chief of Brand, Corporate Communication & CSR, SBI Life: “The #TermInsuranceKaLevelUp film is an attempt to let consumers relive the ‘level-up’ moments of their life and subtly remind them of the intrinsic need to also ‘level-up’ their financial safeguards, as they achieve life’s prominent moments. With a deeper understanding of today’s consumers, who believe in living-in-the-moment as they progress in life, we’ve been able to identify the need to prioritise financial safeguards as life goes along. The film subtly highlights the unique features of SBI Life eShield Next plan, which is designed to let consumer cherish life’s significant milestones, while providing customized options to ‘level-up’ one’s insurance coverage simultaneously.”

     

    Added Garima Khandelwal, Chief Creative Officer, Mullen Lintas: “SBI Life’s eShield Next is an adaptable term insurance that enables customers Level Up their financial security to match with their life milestones. This resonates with the need of today’s individuals who place family goals at par with their own personal success. The narrative starring Vijay Verma traces a beautiful journey of a man reflecting on his material achievements and starting a family. These Level Ups would be challenging if not for the ease of adjusting the eShield Next plan to their new level of life, easing their journey onwards and upwards.”

     

  • Celebrates the festive spirit of Onam

    Mullen Lintas films campaign for Tata Tea Kanan Devan

    By Our Staff

     

    As part of its Onam campaign, Tata Tea Kanan Devan has launched a new TVC highlighting how Keralites celebrate the festival, despite current limitations.

     

    The film is created by actor-director V K Prakash. The campaign was conceived by Mullen Lintas aimed at further strengthening the brand’s connect with consumers in Kerala.

     

    Talking about the new campaign, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said, “This year, Onam is again taking place amidst the ongoing pandemic. While this brings its own restrictions, this has not diminished the celebratory spirit for the festival in the least. Being an intrinsic part of Kerala households for decades as one of the state’s most loved tea brands, Kanan Devan is thrilled to launch the new TVC showcasing the Onam spirit in these times. This is our effort to celebrate the same spirit that renders Malayalis unique and Kanan Devan, the taste that Kerala loves. The campaign is in line with our goal to deepen the emotional connect the brand has always enjoyed in the state.”

     

  • Celebrates the multi-faceted women of Maharashtra

    Mullen Lintas films for Tata Tea

    By Our Staff

     

    Tata Tea Premium has launched two fresh films in its series of hyperlocal campaigns in continuation of its strategy of celebrating India’s rich cultural diversity and invoking regional pride. The new commercials are rooted in region-specific insights that reflect not just the true spirit of a region, but also the unique traits of its people.

     

    The brand has previously released its hyper local campaigns in markets like Uttar Pradesh, Delhi, Punjab, Haryana, and Odisha. In continuation of its national restage campaign, Tata Tea Premium, Desh ki Chai, has made a revamped entry with separate advertisements for Maharashtra and Mumbai.

     

    Talking about the new campaigns, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said: “Tata Tea Premium’s expertise has always been catering to local taste preferences. Thus, we’ve always offered distinct blends meeting consumer’s taste preferences in various geographies across the country. This has made Tata Tea Premium one of the leading brands across India, and the Desh ki Chai in the truest sense of the term. The two new TVC’s made specially for the markets of Maharashtra & Mumbai are a step forward in our hyperlocal approach; Wherein we aim to celebrate regional pride with region specific packaging and a local communication lensed through a pertinent local insight showcasing the ‘insider’s perspective’, reflective of the true spirit of the region. While the Maharashtra film celebrates Marathi women for being Sarvguni, the Mumbai film salutes Mumbaikars for their Kadak Insaniyat . Both films aim to deepen the emotive connect the brand enjoys in these markets, in line with our over-arching strategy of celebrating regional pride and driving thought leadership”

     

    Added Azazul Haque and Garima Khandelwal, CCOs at Mullen Lintas: “Doing a separate campaign for Maharashtra and Mumbai was a challenge as Mumbai is the capital of Maharashtra. But then Mumbai has its own identity. It has many personalities, characters and many stereotypes. But we thought nothing can make for a better stereotype than the professional, cold, bordering insensitive stereotype of Mumbai. While for Maharashtra, we thought celebrating the multifaceted aspect of the state would connect better with Maharashtrians. We wanted to celebrate the Marathi culture that values traditions and customs but also welcomes new thinking, is progressive and connected with the world., which makes it a Sarv Guna State. Just like Tata Tea Premium tea.”

     

  • To promote its community stem cell banking division

    Mullen Lintas appointed creative partner for LifeCell International

    By Our Staff

     

    LifeCell International has appointed Mullen Lintas as their creative partner for promoting their community stem cell banking division. The communication mandate is to build consideration among parents-to-be towards making community stem cell banking an effective means to secure not just their baby’s future but also the future well-being of their family. The scope of the engagement is to drive home the advantage of community stem cell banking and build preference for LifeCell via multiple communication channels.

     

    Ishaan Khanna
    Ishaan Khanna

    Commenting on the association, Ishaan Khanna, CEO and Executive Director, LifeCell International said: “Being the leader in Community Stem Cell Banking, we feel it is our responsibility to keep innovating and make sure we reach maximum mothers highlighting the importance of stem cell preservation. With this objective in mind, we have some exciting ideas planned for this year for which we have on boarded Mullen Lintas as our creative agency.”

     

    Hari Krishnan
    Hari Krishnan

    Speaking about the win, Hari Krishnan, CEO, Mullen Lintas added: “We are elated to have been given the mandate for LifeCell. The scientific value and relevance of LifeCell in the health & wellbeing of consumers, is something that most consumers need an education on. We’re excited to partner with LifeCell in creating a new category in Health & Wellness.”