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Tag: Mullen Lintas

  • 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.”

     

     

  • The campaign is titled 'Skin in the Game' and is conceptualized by Mullen LIntas

    Motilal Oswal launches new TVC campaign

    By A Correspondent

     

    Motilal Oswal Mutual Funds has launched a new TVC lead ad campaign – ‘Skin in the Game.’ It has been conceptualised by Mullen Lintas, the ‘Skin in the Game’

     

    Speaking on the film, Ramnik Chhabra, Executive Director & Head, Marketing, Motilal Oswal Financial Services Limited (MOFSL) said: “When it comes to investing in general and equity mutual funds in particular, the results of your choice are only discernible in the future. To decide on which brand to select in the present for a positive future outcome; investors look for Trustmarks. This campaign provides a strong reason to trust the Motilal Oswal brand. Our belief in our equity expertise can be gauged from the fact that we eat our own cooking! ”

     

    Talking about the campaign, Garima Khandelwal, Executive Creative Director, Mullen Lintas, added: “To exhibit the extent of trust Motilal Oswal has in the product they sell, we thought to dramatise the opposite of it in a parallel industry. Borrowing from life and building from an analogy of the same. It started with the sign at a restaurant that proudly shows the belief in the food they serve by the owner advertising he consuming it to its patrons and the film was weaved around it to make the same parallel for the promoters of the fund, as they themselves invest in the equity fund that they promote, showing off their skin in the game. The ad was conceptualised pre covid but executed post Covid, which made the execution journey memorable.”

     

     

  • The campaign features popular playback singer Shaan along with his son Shubh

    SBI Life launches ‘Apno ki #PoornaSuraksha’ campaign

    By A Correspondent

     

    SBI Life Insurance has unveiled its new product campaign ‘Apno Ki #PoornaSuraksha’, highlighting the product’s dual protection feature which offers complete financial immunity by providing both Life cover and protection against 36 Critical Illnesses in a single plan with an auto-rebalancing aspect which is much needed to navigate through the current uncertain times.

     

    Said Ravindra Sharma, Chief of Brand and Corporate Communication, SBI Life: “A newfound immunity regime has become second nature for most of us, today the larger populace is consciously making smart choices around health, wellness and life in general. Delving deeper into this intrinsically protective behaviour, that is consuming everyone across sections of the society, we realized that as an Insurance player our role to provide immunity to the consumer has never been more accentuated. With an approach of keeping a simple communication for an insurance category, we have drawn a parallel for financial immunity via the concept of health immunity which is understood by all. We hope to educate the consumer on the importance of building one’s financial immunity like they have towards their health. SBI Life’s Poorna Suraksha being a unique product combining both life cover and protection against 36 critical illness in a single package, this dual protection can enable individuals to build a holistic financial immunity, as a safety net for themselves and their family to battle against any odds”.

     

    Added Garima Khandelwal, Chief Creative Officer, Mullen Lintas: “Health Immunity is of priority today, with everyone aware and abreast like never before. We have all realised the importance of being proactive about immunity when it comes to good health, and made changes to our routines, self-care is undoubtedly the No 1 learning today. This being the context, we wanted to introduce a parallel need for one’s family’s financial immunity, being as proactive about the same. And it’s relevance in this landscape. Drawing a simple parallel between health and financial immunity and stressing on the need for both, borrowing from the current and changed awareness in the behaviour”.

     

  • Technology brand Honor, has announced the launch of ‘Honor Rap Battle’ campaign

    Honor India releases rap campaign for Honor 9X

    By A Correspondent

     

    Technology brand Honor has announced the launch of ‘Honor Rap Battle’ campaign. The campaign, conceived by the creative agency Mullen Lintas, highlights key features of the Honor 9X in rap style.

    https://www.facebook.com/HiHonorIndia/videos/454287851931787/

    Said Winston Lee, CMO, Honor India: “Rap, as a creative form of expression, connects strongly with the young generation. Using rap to highlight the various extraordinary features of our latest Honor 9X, furthers our philosophy of building a strong resonance with our consumers and offering them what they truly deserve, when it comes to technology. For the consumers who are #UpForXtra, Honor 9X gives you 16mp pop-up selfie camera, 48+8+2mp AI triple camera set up, full view display, 4000mAh battery and 128gb storage, along with powerful Kirin 710F chipset and GPU Turbo 3.0 technology, available at a competitive price.”

     

    Added Syed Amjad Ali, President, Mullen Lintas: “Honor X series has a legacy of disrupting the market through innovation and technology that gives its users far more value. Its ambition of democratizing technology brings yet another innovation – Honor 9X. This was aimed to be a ‘Digital Only’ launch, targeting totally younger people. We at Mullen, instead of trying a formulaic big bang style, discovered a completely new challenger approach. We introduced the ‘Rap Style’ videos for the first time in the mobile category ever. Rap as a medium brings forth the voice of the youth, questioning the established order at the same time. These videos were able to dial up the ‘extraordinariness’ and the unique features, making other phones look very ordinary.”

     

     

  • The appointment will be effective January 2020.

    Hari Krishnan will be CEO, Mullen Lintas

    By A Correspondent

     

    Hari Krishnan has been appointed as CEO of Mullen Lintas. Krishnan moves from Lowe Lintas where he was President and was spearheading the South operations. The appointment will be effective January 2020.

     

     

    Speaking about Krishnan’s appointment, Virat Tandon, Group CEO, MullenLowe Lintas Group said: “Mullen Lintas has created a name and stature for itself in a very short period of time and is poised for more. The reason for that lies in our commitment to always put the A-Team at Mullen Lintas. So, when we were looking for the best person to lead the agency as CEO, Hari was the natural choice. He has the best credentials in the country as a P&L leader, an entrepreneur and as a brand and idea champion. He is passionate about making the agency future oriented. Actually, he is passionate about almost everything he does :). We were fortunate that he also happened to be working at Lowe Lintas. Hari’s appointment is another big step to ensure that Mullen Lintas lives up to its purpose of Challenger Thinking and offers clients a credible alternative to the top 2-3 agencies. His insatiable appetite for growth, challenges and creative excellence makes him the perfect candidate to drive Mullen Lintas into its next phase of growth and discovery.”

     

    Speaking about his appointment, Krishnan added: “If Lowe Lintas is like an aircraft carrier in the high seas – solid, powerful and battle ready 24/7, then Mullen Lintas is a turbocharged, supercar with a V12 engine that has zoomed its way into the top 10 list, punching well above its weight and leaving behind some of its illustrious counterparts. The creative firepower, pace, agility and intensity of Mullen Lintas is just what brands need in a Marketing World that is mutating and evolving rapidly. It’s both scary and exciting to be in charge of this beast and I look forward to partnering the amazingly talented and passionate gang of Mullenials.”

     

     

  • Siddhartha Roy named Benglauru Branch Head, Mullen Lintas

    Leadership changes at Mullen Lintas, Bengaluru

    By A Correspondent

     

    The Bengaluru offices of Mullen Lintas and Lowe Lintas have announced new leadership appointments. Kishore Subramanian, who successfully led Mullen Lintas’ agency office for over four years, has passed the baton to Siddhartha Roy.

     

    Meanwhile Subramanian will be moving to Lowe Lintas as its Bengaluru office’s Planning Head.

     

    Speaking about the key changes, Virat Tandon, Group CEO, MullenLowe Lintas Group said “I am delighted to welcome Sid to Mullen Lintas. In him, we found the skills to hyper-bundle the group’s services and give unfair share of attention to our brands. I was truly impressed by his entrepreneurial spirit and a future facing solutions mindset. I am positive that Mullen Lintas Bangalore has an exciting future under his leadership. I would also like to congratulate Kishore for giving Mullen Lintas Bangalore a formidable start by way of the brands and team he put together. Kishore is a planner at heart and that’s what he wanted to get back to. So, he takes over as the Planning Head for Lowe Lintas South. I am certain that he will bring his magic to the fabulous brands that Lowe Lintas Bangalore has and further develop the already strong planning product.”

     

    The new appointments are effective immediately.

     

     

  • In a bid to celebrate the Tamil pride, not only about the language but as a way of life, Tata Tea Chakra Gold has unveiled a TN-exclusive campaign, conceived by Mullen Lintas

    Tata Tea Chakra Gold celebrates Tamil culture in latest ad film

    By A Correspondent

     

    Tata Tea has unveiled a new Chakra Gold campaign for Tamil Nadu which has been conceptualised by Mullen Lintas.

     

    Commenting on the campaign, Puneet Das, Vice President-India, Tata Global Beverages said: “Tata Tea Chakra Gold is a blend specially crafted for Tamilians and celebrates the Tamil way of life. Its new campaign is about evoking regional pride of Tamil Nadu that is rooted in understanding the importance of discipline and processes in the life of a Tamilian. Similarly, Tata Tea Chakra Gold made from a rigorous process enables consumers to make the perfect cup of tea”.

     

    Highlighting the insight behind this campaign, Chief Creative Officers at Mullen Lintas, Garima Khandelwal and Azazul Haque, added: “Regional insight and truth of inherent everyday behaviour that evokes pride and empathy as a reason to consume Tata Tea Chakra Gold. It positions the brand as a ‘go to’ tea by keeping the consumer at the center using the analogy of the process followed for making it. Similar to the people of Tamil Nadu who drink it, making it the ‘tea of the state’. Simply and beautifully told through the voice and visual grammar that is natively Tamil Nadu.”

     

     

  • The campaign idea takes on the daily grind, the routine of life, and how one gets lost in doing the right things

    #RideToReboot, affirms Mullen Lintas in new campaign for Bajaj Avenger

    By A Correspondent

     

    Riding the wave of successful campaigns for Bajaj Avenger, Mullen Lintas Mumbai has conceived a new campaign for the brand. The campaign idea takes on the daily grind, the routine of life, and how one gets lost in doing the right things.

     

    Commenting on the idea, Narayan Sundararaman – Vice President (Marketing) – Motorcycles, Bajaj Auto Ltd. said: “Avenger is a differentiated bike in its category with a unique Cruiser form. The relaxed riding position, impressive performance and iconic cruiser design have made Avenger a preferred choice of the working young professionals. Liberation is the core proposition for Avenger. Our interactions with customers have consistently revealed their love for the easy riding stance and handle-bar position of Avenger. With this film, we wanted to reinforce this liberation proposition and unshackle and awaken the lost rider.”

     

    The creatives behind the campaign, Azazul Haque and Garima Khandelwal – Chief Creative Officers at Mullen Lintas, commented: “Bajaj Avenger wanted to rekindle love for riding in bikers by making them realise that they are caught in the rut of life. Because they have chosen the right life. Sometimes we lose a little bit of ourselves doing all the right things in life. And what better way to reboot yourself than by getting on the saddle of the Avenger. We thought of a simple creative idea of bikers holding various things of daily chores like they hold the handle bar of an Avenger! Making them realize that they are born to ride and they shouldn’t become a slave to daily routine.”

     

     

  • The account will be handled out of the Bangalore office of Mullen Lintas

    Mullen Lintas to manage creative of Karur Vysya Bank

    By A Correspondent

     

    Tamil Nadu-based Karur Vysya Bank (KVB) has announced Mullen Lintas as its creative agency. The account will be handled out of the Bengaluru office of Mullen Lintas.

     

    P R Seshadri & Vikas Mehta

    Talking about the appointment, P R Seshadri, CEO/Managing Director, Karur Vysya Bank Ltd said: “Our engagement with customers has become digital now. In today’s fast paced life, it’s the need of the hour. Today’s customers are looking for one tap, paperless solutions to make their life hassle-free. It is with this intent that we have strengthened our digitized offerings. We believe Mullen Lintas will be the right partner in this transformative journey for us.”

     

    Commenting on the win, Vikas Mehta, CEO, Mullen Lintas said “KVB is one of the best kept secrets of Indian banking. Its innovations in technology and digital can rival some of the best in the world. We are delighted they chose Mullen Lintas to help tell their story to the world. We are excited to work on the next chapter of building the next phase of legacy for this century-old institution.”

     

     

  • Mullen Lintas has set up a multi-disciplinary team in its Mumbai office to handle the mandate for the Saffola portfolio of brands

    Mullen Lintas wins creative mandate for Saffola

    By A Correspondent

     

    Mullen Lintas has won the creative mandate for Marico’s Saffola portfolio. This follows a multi-agency pitch.

     

    Mullen Lintas will give a renewed impetus to Marico’s growth ambitions through contemporary, innovative and disruptive communication and creative solutions to make a difference in the lives of consumers.

     

    Koshy George

    Speaking of the appointment of Mullen Lintas, Koshy George – Chief Marketing Officer, Marico Limited said: “Since its launch, Saffola has emerged successfully time and again to create relevant products for consumers and become one of the most trusted brands in India for leading a healthy lifestyle. Today, Saffola is integral in driving Marico’s growth story. The brand has expanded its portfolio, offering a range of innovative products in the super premium refined edible oil and healthy foods categories.  As we build on this strong brand equity and amplify our innovation trajectory, we look forward to working with Mullen Lintas whose creative ideation, proficiency and execution excellence will aid our efforts in creating a brand of the future.”

     

    Vikas Mehta

    Added Vikas Mehta – CEO, Mullen Lintas: “Saffola is an iconic brand that has continued to play a huge role in making India heart-healthy. The brand has been built on the back of some really memorable advertising over the years. As Mullen Lintas comes on board as its new creative partner, we will do our best to up that legacy further and help the brand leap into a future that’s even brighter than its past. Saffola is a heart-warming addition to the Mullen Lintas portfolio as it further strengthens our credentials in FMCG and healthcare.”

     

    Mullen Lintas has set up a multi-disciplinary team in its Mumbai office to handle the mandate for the Saffola portfolio of brands.

     

     

  • The campaign has been executed by Mullen Lintas

    Honor promises better for all in latest ad film

    By A Correspondent

     

    Mobile brand Honor has launched its integrated ad campaign titled ‘You deserve better’. The campaign is aimed at reiterating the brand’s commitment to deliver better every time and with the upcoming Honor 20 series. The campaign has been executed by Mullen Lintas.

     

    Talking about the new campaign, Suhail Tariq, CMO, Honor India said: “With the smartphone industry adopting technology at such a rapid pace, consumers today are more empowered and better informed than ever before. Consumers today expect quality design, best in-class cameras and high performance. With our new campaign “You Deserve Better”, we not only want to meet these aspirations, but also keep pushing boundaries to continue to remain the most preferred choice for consumers.”

     

    Commenting on the launch of the campaign, Vikas Mehta, CEO, Mullen Lintas said, “Honor is one of the fastest growing handset brands in the world, and is known globally for its innovation and connect with the youth. The brand aims to bring top end innovation at great value to users and caters to a segment we call, upgraders. Honor 20 series is a great example of devices with specs that meet or beat most flagships. As a true challenger brand, we chose to target people who are stuck with their overpriced flagship phone that often lets them down. This series of content-pieces aims at stirring that dissonance amongst people through a strong point of view from Honor, that #YouDeserveBetter.”

     

     

  • The new TVC is conceptualised by Mullen Lintas

    Bajaj Almond Drops ropes in Ravindra Jadeja for new campaign

    By A Correspondent

     

    Bajaj Consumer Care has launched a new hair oil in the cooling oils segment, Bajaj Cool Almond Drops Hair Oil.

     

    The new TVC, conceptualized by Mullen Lintas, features cricketer Ravindra Jadeja focusing on the new product as a unique offering that does not leave one’s hair feeling sticky.

     

    Commenting on the new launch, Sandeep Verma, President Sales & Marketing of Bajaj Consumer Care said: “Bajaj Cool Almond Drops Hair Oil is the ideal hair oil for the approaching hot summers. There are other cooling oils in the market too, but we found that there is a genuine consumer need gap for a cooling oil which is non-sticky and light. Being the pioneers in the light hair oil segment, we decided to take up this challenge and provide the consumer with a product that provides the benefits of a cooling oil without the hassles and problems of stickiness. We are glad to collaborate with Ravindra Jadeja for this campaign. He is the ideal brand ambassador since he has always kept his cool under high pressure situations.”

     

    Sharing their insight on the TVC, Priya Balan, Senior Vice President and Branch Head from Mullen Lintas added: “The campaign is based on a simple product truth that most cooling oils give you cooling but may make your hair look sticky and “chipku”. Unlike Bajaj Cool Almond drops hair oil that is a light cooling oil, and not only helps you keep cool, but also look cool. It was wonderful collaborating with Ravindra Jadeja as our brand ambassador, who we believe is a perfect fit for the brand philosophy”.