MxMIndia

Tag: Mullen Lintas

  • To strengthen the brand's position in the market

    Mullen Lintas bags MFine’s creative duties

    By Our Staff

    MFine, an AI-driven on-demand healthcare service, has appointed Mullen Lintas as its creative agency. The agency’s mandate will be to strengthen the brand’s position in the market.

    Arjun Choudhary
    Arjun Choudhary

    Said Arjun Choudhary, Founding Member & Chief Business Officer,MFine: “We are delighted to welcome Mullen Lintas, as our new creative partners. MFine is on a mission to transform the landscape of Indian healthcare – empowering users with immediate access to the expertise of the country’s top hospitals, labs and specialists. Now, with Mullen Lintas’ strong strategic and creative capabilities, we aim to move forward in this journey to make MFine India’s most trusted healthcare brand.”

    Hari Krishnan
    Hari Krishnan

    Added Hari Krishnan, CEO, Mullen Lintas: “MFine wants to make a distinct difference in the lives of the consumers when it comes to healthcare and It’s always exciting to partner a brand that wants to solve real world problems. We look forward to this partnership and to producing some stellar work that changes how consumers interact with Healthcare as a category.”

     

     

  • To build a strong foothold in the market

    Mullen Lintas appointed creative partner for SIP Abacus

    By Our Staff

    SIP Abacus has awarded its creative duties to Mullen Lintas. The account will be handled by the Bengaluru office of Mullen Lintas. The scope entails building the brand via omnichannel advertising and visibility via social media.

    Dinesh Victor
    Dinesh Victor

    Said Dinesh Victor, Founder & Managing Director, SIP Academy India Pvt Ltd.: “We are confident that our association with Mullen Lintas will help not just raise the awareness of SIP Abacus brand but also will let more Indians come to know the power of the Abacus Program!”

    Sibi Sekhar
    Sibi Sekhar

    Added Sibi Sekhar, Director, SIP Academy India Pvt Ltd.: “We are delighted to have Mullen Lintas on board as our agency and we look forward to their well-known branding and communication expertise to take our flagship brand SIP Abacus closer to children and parents aligning with our powerful vision.”

    Hari Krishnan
    Hari Krishnan

    Said Hari Krishnan, CEO, Mullen Lintas: “SIP Abacus has been quietly brewing a storm in the educational sector over the last 17 years and has helped many children across the country to develop arithmetics and build their concentration skills. We are excited to be given the mandate to craft the brand strategy and point of view for SIP Abacus that will enable more parents and children to embrace the concept of mathematics and emerge successful. The category understanding and creative firepower demonstrated by our team led by our CCO Azazul Haque is what worked the magic for us.”

     

     

  • Features Nawazuddin Siddiqui and Piyush Mishra

    HDFC Ergo unveils new TVC

    By Our Staff

    HDFC Ergo General Insurance launches a new TVC campaign. Conceptualised by Mullen Lintas, the “poochoge, toh aapko milega sahi jawaab” campaign features two TVCs, primarily focusing on health insurance and motor insurance. Featuring the brand ambassador Nawazuddin Siddiqui in a double role along with the multi-faceted Piyush Mishra, coming together on screen is sure to raise the entertainment quotient.

    Said Mehmood Mansoori, President – Shared Services & Online Business, HDFC ERGO General Insurance: “The past year has proved that these are very uncertain and unprecedented times that we are living in. The whole pandemic situation has further made us reiterate that financial security and well-being is of the highest importance. In such scenarios, a well-comprehensive insurance policy provides peace of mind and helps in overcoming difficult situations. In testing times, the right kind of insurance will also protect an individual from digging into their savings. HDFC ERGO has always promoted insurance awareness in the country, with this campaign we aim to educate our customers and encourage them to ask the relevant questions while opting for an insurance policy.”

    Added Azazul Haque and Garima Khandelwal, CCOs at Mullen Lintas: “The campaign revolves around the simple idea that we ask too many questions when it comes to health related issues or while buying a vehicle, but while getting insurance for the same, we don’t ask relevant questions. The idea is to push the consumers to ask the right questions regarding insurance as HDFC ERGO has the right answers. In the creative execution, we wanted the same quirky brand tonality and with the idea of showcasing Nawazuddin in characters we have never seen before. So he is seen in a double role again, and Piyush Mishra makes a surprise entry in the campaign. The famous duo of Nawazuddin and Piyush Mishra is coming together on screen after a long time. So bringing them together makes the campaign clutter breaking and extremely memorable.”

     

     

  • Casts KJo and Twinkle Khanna – the first time the pair to be seen onscreen

    Mullen Lintas films for Tata Cliq’s summer campaign

    By Our Staff

     

    Tata Cliq, the Tata group’s premium products e-commerce offering, has launches a multi-film campaign to promote its offerings in home appliances and fashion categories. Conceived by Mullen Lintas Mumbai, the integrated campaign features celebrities Karan Johar and Twinkle Khanna.

    Said Kishore Mardikar, Chief Marketing Officer, Tata Cliq: “Using a never-seen-before pair of Karan and Twinkle provided a clear differentiation for the brand. The witty banter between the duo will surely keep the audience engaged and entertained.”

    Added Garima Khandelwal and Azazul Haque, Chief Creative Officers, Mullen Lintas: “In the Cliq summer campaign, we see a celebrity pair that stands out from the usual couple chemistry we see in advertising. Having BFF’s roasting each other, the brand gets scale and flavour to stand out from the competition. Keeping 15 secs as a format a snackable content with banter between the endorsers, we borrowed from their real-life chemistry and made the category the third character in their conversation. The intent is to “Cliq” with the TG the brand is targeting, by standing out with this tonality, pushed to make it savage and in turn make Cliq an upgrade story, the urgency to get with it. The communication has a distinct look and language, we in fact brought the hyper-real sitcom vibe to the communication and we are very excited with the chatter about all these elements that make the campaign.”

     

     

  • Releases its maiden campaign

    Mullen Lintas wins mandate for Nature’s Essence

    By Our Staff

     

    Mullen Lintas has won the creative mandate for Nature’s Essence, a skincare and haircare brand backed by Samara Capital. The new campaign is part of the revamped brand strategy, crafted by Futurebrands.

     

    Said Amit Chopra, CEO – Esme Consumer: “For more than 20 years, Nature’s essence has helped women discover their real beauty through its range of Facial Kits, Gels, Creams and Face washes.  Our first campaign, “Hello Beautiful”, encourages every woman to discover their inner beauty by embracing the best that nature and technology has to offer.”

     

    Added Garima Khandelwal and Azazul Haque, CCOs, Mullen Lintas: “Nature’s Essence’s range of beauty products for everyday skincare make you meet your new beautiful skin, as though you meet yourself for the first time. We won the business with the strategy of making beauty a conversation with self, talking to the new confident audience that is not seeking or cares for external validation or admiration for her newfound beauty, but making herself her biggest fan and admirer.”

  • To further strengthen brand among consumers

    Dulux Paints rolls out new ad film

    By Our Staff

     

    AkzoNobel, maker of Dulux Paints in India, rolled out a new ad campaign for Dulux Assurance conceptualised by Mullen Lintas.

    Said Rajiv Rajgopal, Managing Director, AkzoNobel India: “An expert’s promise acts as a benchmark on reassuring consumer about the brand’s commitment towards quality. As pioneering experts in the paint industry, we’re making a promise like no other. With the launch of Dulux Assurance™, we’re committed to delivering on the high expectations of our customers assuring perfect colour, finish and coverage.”

    Added Azazul Haque, CCO, Mullen Lintas: “The concept behind the TVC was to make the concept of Dulux Assurance™ relatable by showcasing various facets of life that all of us have encountered and how an expert infuses confidence in such scenarios.”

     

     

  • Carries the tagline ‘Think Robots. Think Milagrow’

    Milagrow rolls out new video campaign

    By Our Staff

     

    Milagrow launches new video campaign for 2021-22 to augment its marketing arm. Led by the Former President of Mullen Lintas (Delhi) Syed Amjad, the campaign will be rolling out a series of videos focusing on floor cleaning robots followed by other categories.

    Said Rajeev Karwal, Chairman Milagrow Robots said, “Milagrow has been the pioneer in the field of Robotics since 2011 & has numerous firsts to its credit. Even as we operate in pathbreaking technology like AI, Deep learning, etc., we have always ensured that all our robots are considered humane. Our robots understand the user’s needs and do the tasks empathetically. Milagrow’s heart beats for humanity and all its robots are launched after a lot of research. The new brand identity and the new commercial convey this passion. The company will be spending at least 15% of its revenue on advertising and marketing in the coming financial year”.

    Added Syed Amjad Ali: Milagrow Robots is at the heart of lifestyle transformation. There is a tremendous opportunity for the brand to introduce a new way of living and to become a credible voice for freeing humans from the bondage of household chores. This is the purpose that the Milagrow Robots will stand for. It’s a dream opportunity for any marketer or a communication specialist to lead a brand and align it to its purpose.

     

     

  • To deepen connect brand enjoyed in Kerala

    New campaign to relaunch Kanan Devan Tea

    By Our Staff

     

    As part of Kanan Devan’s relaunch campaign, TVCs created by VK Prakash have been shot in Kerala. Said Garima Khandelwal. Chief Creative Officer, Mullen Lintas:  “The brand communication with this commercial evolves from the brand being home grown in Kerala to being home grown to know Kerala like no other. That the dialect in Kerala is so different in different regions that words in the same language are misunderstood was a unique and fresh idea. What is special in this montage is the mix in the casting, to have famous recognisable artists that are popularly known to be from the same regions as depicted for the commercial lend the scale and memorability.”

    Added Puneet Das, Senior VP– Marketing, Packaged Beverages, India, Tata Consumer Products:  “Tata Tea Kanan Devan, because of its origin from Kerala’s very own Kanan Devan Hills, enjoys a heritage status in the state. Our goal is to deepen the emotional connect , the brand enjoys in the state , by celebrating unique facets of people of Kerala, that instils in them a sense of pride. Kanan Devan’s new TV commercial illustrates situations wherein difference in dialects of Malayalam spoken across the various districts of Kerala , leads to confusion. These situations depicted are so authentic to Kerala, that a brand as ingrained as Kanan Devan in Kerala , can understand and appreciate the humour. We are sure you will enjoy these witty  situations and will definitely agree to the fact, one has to be from Kerala , just like Tata Tea Kanan Devan , to really appreciate this uniqueness”

     

     

  • 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.”

     

     

  • It is conceptualised by Mullen Lintas

    Saffola’s new TVC

    By A Correspondent

     

    Saffola, Marico Limited brand, has launched a campaign that seeks to drive home the need for proactive, everyday heart care. It is conceptualised by Mullen Lintas

     

    Commenting on the campaign, Koshy George, Chief Marketing Officer, Marico Limited said: “Saffola has always been committed to raising awareness about heart health as well as steps to proactively take care of our heart. Through this new campaign, Saffola aims to drive awareness of the impact of stress on our heart and the need to take proactive care. The new TVC also portrays an interesting shift in the dynamics of the modern Indian household and shows the husband taking care of the wife’s heart and overall health. The campaign lucidly conveys an important message that while we take our busy and stressful lifestyles in our stride and cannot do much to change it, it could be putting tremendous pressure on our heart and therefore proactive care is a necessary step.”

     

    Added Azazul Haque and Garima Khandelwal, Chief Creative Officers, Mullen Lintas: “As a brand Saffola has been synonymous with heart health since its very inception, but the core task was to drive proactive care of the heart in line with the brand endeavor and by showing a context that viewers can identify with. We wanted to take a more progressive stance and tell our story through a gender role reversal, as heart health is universal so we built the narrative around women’s heart health, but relatable and extendable to all. Hence, the story of a husband concerned about his wife’s heart health as her work involves everyday stress seemed sweet, emotive, progressive and relatable and emotionally compelling.”

     

     

  • #LoopMeinKhao is the credo

    Mullen Lintas spins a loop for Too Yumm

    By A Correspondent

     

    Too Yumm Karare, the snack brand by Guiltfree Industries, has launched a new campaign with Virat Kohli, the brand’s ambassador, at the centre. Mullen Lintas Mumbai has treated Too Yumm’s old ads and repurposed them into an entirely different-looking new film.

     

    Commenting on the campaign, Rajeev Khandelwal, CEO – RPSG FMCG, said: “With Too Yumm Karare – we wanted to deliver a creative which despite the limitations of shooting in a shutdown would be clutter breaking. Mullen Lintas and team came out with a creative approach and have delivered a commercial which has a fresh ring to it. I am hopeful that it will resonate well with our young millennial consumer.” (RPSG = RP Sanjiv Goenka Group)

     

    Added Garima Khandelwal and Azazul Haque, CCOs, Mullen Lintas: “Snacking as a category is about binging and ‘loop’ as a keyword connotes that in sync with the many things we do in a loop, in the way we even consume entertainment. Using the face of the brand with existing assets but using the footage on a loop gave us a creative hook to package the campaign building taste as the undeniable key take out.”

     

     

  • The message will be amplified via INS-affiliated newspapers

    Mullen Lintas and Indian Newspaper Society create campaign ‘Rupaiyyah Hai Pahiya’ to jumpstart economic activity

    By A Correspondent

     

    Given the ongoing downturn in the economy, Mullen Lintas has launched a campaign with the Indian Newspaper Society (INS), to “encourage consumers to start spending and to create liquidity in the market, and help boost the country’s economy”. The message will be amplified via INS-affiliated newspapers.

     

    Commenting on the initiative, Amer Jaleel, Group CCO & Chairman, MullenLowe Lintas Group said: “There’s a training inside Lintas to think scale and to think mass. We involve ourselves with brands yes, with marketing yes, but beyond that our embrace is towards our culture and our economy. Lintas cannot ignore what’s happening to demand and to consumerism as a fallout of the Covid Lockdown. Too much of our work depends on consumer sentiment and to reigniting consumer sentiment becomes not just necessary to our work and survival but it’s a calling, it’s a duty. Very early we recognised that this turn of the cycle will not revive on its own and the wheel of the country’s economy will need everyone to push. Spending with confidence is probably the only people-linked initiative that can bring about this momentum, and so we stuck our shoulder to the task and hope that the country gives it a heave too.”

     

    IPG Mediabrands forged this collaboration with Indian Newspaper Society to provide the necessary reach. Added Shashi Sinha, CEO, IPG Mediabrands: “This pandemic has proved that if we can survive together, we can revive together. It is this collective that can help in crafting the ‘India Revival’ story. The series of unlockdowns announced by the government via print media is playing its part to spread the word. Consumers are closely linked to print media and the campaign message amplification is best suited for a message such as this. The campaign by Mullen Lintas, with a massive reach supported by INS, is a call to spend in order to save.”

     

    Said Shailesh Gupta, President, Indian Newspaper Society: “Newspapers are the lifeline of the people and have been responsible to bring about national upheavals. Even though a lot of people migrated to online versions, the readership remained like a rock. It plays a strong connection with the people joining them with the mainstream and bringing them upto speed. A reach such as this can be harnessed for a national initiative like Rupaiyyah Hai Pahiya and help to turn the wheels of the economy. INS proudly supports this campaign.”

     

    Speaking about the idea for the campaign, Azazul Haque and Garima Khandelwal, Chief Creative Officers, Mullen Lintas added: “We’re happy and proud to have been able to do this campaign for the Nation. Since consumer confidence and discretionary spending is down, our attempt has been to humbly nudge the consumer to not hold back and that Every Rupee Spent is a Rupee Earned for the Nation. That’s how the idea “Rupaiah Hai Pahiya’ was born to encourage consumers to keep the wheels of the economy turning.”