Mobile-phone brand Honor has announced the appointment of Mullen Lintas as its creative agency. The agency won the creative mandate following a multi-agency pitch held in New Delhi recently. The agency will assist in conceptualising and developing innovative communication strategies to support Honor’s long-term vision of providing best quality products for its young target audience.
On naming Mullen Lintas as its creative agency, Suhail Tariq, CMO, Honor India said: “We are delighted to appoint Mullen Lintas for Honor’s creative mandate for all our brand and product related campaigns. We intend to roll out high impact campaigns for our young audience who are constantly looking for innovative and exciting campaigns, which is in line our creative agency’s philosophy. We look forward to some great work in the future.”
Speaking of the new business win, Vikas Mehta, CEO – Mullen Lintas added: “Mobile devices is one of the fastest evolving categories in the market today, where product life-cycles can be counted in quarters. The rapid pace of innovation has made mobile phones a category where some players believe the product is their brand. It was refreshing to see the team at Honor’s belief in brand-building. We are delighted to partner with them in this journey.”
Footwear and accessories brand Ruosh has appointed Mullen Lintas as its brand partner. The agency will handle the entire brand strategy and creative consultancy services, to strengthen the brand’s footing in the Indian market.
Mridumesh Kumar Rai
Said Mridumesh Kumar Rai, President, Sara Futura Group: “At Ruosh we believe that there is a shoe for every occasion and that the right pair of shoes gives one the edge to win every day. We are now geared up to bring in technological innovations to offer unique design solutions in our collections. The emphasis is on style but with uncompromised comfort! With this we believe that Ruosh would be the most preferred one, amongst consumers. We have a challenger mind-set and in Mullen we’ve found an ideal partner to drive efficiency in marketing investment”.
Kishore Subramanian
Commenting on the win, Kishore Subramanian, Executive Director, Mullen Lintas added: “Ruosh has created a differentiated imagery among consumers through both, exquisitely crafted products as well as its unique tone of voice. We are excited to partner with Ruosh and to generate an unfair share of attention for the brand.”
The account will be managed out of the agency’s Bengaluru office.
Bajaj Consumer Care has appointed Ravindra Jadeja its brand ambassador for its new Bajaj Cool Almond Drops Hair Oil. A new TVC, conceptualised by Mullen Lintas, has Ravindra Jadeja focusing on the new product as a cool oil that does not leave your hair feeling sticky.
Commenting on the new launch, Sandeep Verma, President Sales and Marketing of Bajaj Consumer Care: “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 an 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”.
Consumer durables brand Lloyd, has partnered with Mullen Lintas for its upcoming campaign. This initiative has been taken to strengthen Lloyd’s position as a consumer centric brand to gain stature and market share across product categories.
Commenting on the association, Vikas Mehta, CEO, Mullen Lintas, said: “With Lloyd, we are delighted to further extend our long-standing partnership with Havells. We are grateful for their continued faith in Mullen Lintas and are committed to creating another success story for their business. Lloyd is a great opportunity for us to leverage Mullen’s challenger thinking to get the brand an unfair share of attention in the crowded consumer durables category.”
Speaking of the association with Mullen Lintas, Amit Tiwari, Vice President Marketing, Havells India, said “Lloyd is a crucial piece in our brand portfolio and we want to fuel this business as a strong engine for our growth. We felt the brand needed a fresh perspective and proposition at this stage in its journey and found the narrative shared by Mullen Lintas compelling.”
Zee Media Corporation Limited has appointed Mullen Lintas as its creative agency. The win is an outcome of a multi-agency pitch involving industry heavyweights. The agency’s mandate is for Zee News along with other channels including Zee Business, Zee Hindustan, Zee 24 Ghanta, Zee 24 Taas, Zee 24 Kalak and Zee Digital.
Vikas Mehta
Commenting on the win, Vikas Mehta, CEO, Mullen Lintas, said: “With its tremendous reach and following, Zee Media is a powerhouse that informs India, in its several native languages. This quality mandates the brand to speak from a point of authenticity, which is way ahead of several media houses. We are delighted to be named their partners in shaping this brand, and starting this journey in a milestone year where India goes to vote. We aim to bring the best of our challenger thinking to help Zee Media, build a lasting bond with their audiences.â€
Sujeet Mishra
Added Sujeet Mishra, Marketing Head, Zee Media: “Zee media is the strongest news network in India with multiple channels offering news across the country including vernacular. News viewers have shown great content affinity for Zee. The task at hand is to take the brand story forward and allow zee media brands to lead a new thinking. The most striking elements about Mullen Lintas’ pitch was its ability to get the task articulated very clearly. In a multi-agency pitch process, the strategic and creative illustration of the challenge was very convincing. And we decided to partner with Mullen Lintas.â€
Syed Amjad Ali
Sharing his thoughts about the win, Syed Amjad Ali, President, Mullen Lintas, said: “It was an exciting brief to crack. We breathe news, breaking news, biased news, fake news, divisive news, etc. News talks to us from within, and has become part of our sub-conscious. And each one of us at Mullen are designed like that. We leveraged this collective thinking and put it to use for Zee Media. Quite natural for us to find a meaning for Zee which resonated with themâ€.
The business will be handled by the Delhi (NCR) offices of Mullen Lintas where a multi-disciplinary team has been devoted to develop the brand footprint.
Mullen Lintas has announced the appointment of Vikas Mehta as its CEO. Mehta takes on this role from Virat Tandon who was recently elevated to the position of Group CEO, MullenLowe Lintas Group. Speaking of the choice, Tandon said: “Mullen Lintas has very quickly earned the reputation of being a high achieving agency. There couldn’t be a better person than Vikas to lead the agency into its next phase of growth. He brings with him a hunger to build the agency of the future and has the skills needed to do so. His experience as an omni-channel practitioner will give an edge to the solutions that the agency develops. I am sure that under his leadership, Mullen Lintas will only up its challenger gameâ€.
Formed a little over three years ago, Mullen Lintas features amongst the top ten creative agencies in India with some iconic campaigns under its belt. The agency has partnered numerous brands on a client portfolio that includes like Bajaj Auto, Bajaj Corp., Dabur, Fossil, Gionee, Havells, Honda, Modern Foods, Motilal Oswal, Oppo, Pharmeasy, Quikr, SBI Life Insurance, Tata Cliq, Tata Tea, Too Yumm, Viacom 18, Vistara, Vivo and Voonik.
Mehta’s last assignment was to set up the omni-channel creative agency, PointNine Lintas, which he ran as CEO until its merger with Lowe Lintas, announced last week.
Vikas Mehta
Commenting on the move, Mehta said: “Mullen Lintas has achieved in three years what most agencies would dream of in a decade. Its founding leaders – Amer, Virat and Shriram – have built an agency where the leadership pedigree of Lintas, meets the challenger mindset of MullenLowe Group. It’s a culture of creative excellence, that punches way above its weight. I am delighted at the opportunity to help author the next chapter in the agency’s evolution.â€
Amer Jaleel
Speaking on Mehta’s appointment, Amer Jaleel, Group CCO and Chairman, MullenLowe Lintas Group added: “Mullen Lintas is a special agency. Handcrafted over the last three years, it needs nurturing and attention of a very different level to take it ahead from here. The agency has been the fastest to make it to the top 10 league in reputation ever and its ambition is to reach the 100-crore club too, faster than any other. In Vikas we found a partner to strengthen our already formidable team. Vikas brings so many colours to this role – he’s been a terrific believer and marketer of our name and fame, he’s shepherded PointNine Lintas back into the fold and he is probably visioning the future better than anyone in the industry. We are supremely fortunate to have him.†Mehta will operate out of the Mumbai office of Mullen Lintas, and the appointment is effective immediately.
In a new campaign conceived by Mullen Lintas, Havells has repositioned itself with a message: ‘Saath Ki Life, Sukoon Ki Life’ (meaning ‘living together, peacefully’).
Said Amit Tiwari, Vice President, Marketing, Havells India: “The home appliance category has seen the entry of many new players as well as existing players ramp up their efforts to target consumers aggressively. In this competitive market scenario the need of the hour was to position the brand as an excellent solution provider, who not only provides great products but actually helps them with their household work. I believe the campaign captures the essence of Havells as a brand beautifully and will help consumers connect with the larger proposition of deeper into homes.”
Commenting on the campaign, Amer Jaleel, Group Chairman and Chief Creative Officer, Mullen Lowe Lintas Group said: “Usually electronics and appliances brands are going for typical aspirational values. The family in the ad should look upmarket, the home needs to have a particular class to it, we need to up-pitch our brand in relation to the competition. Refreshingly Havells is anything but typical! We decided to be aspirational but emotionally. So the brand is now repped by a couple right at the beginning of their life together and Havells’ appliances form the basis of their home bond. Romance blooms by working together in a synced way is the theme of our Aadhaa-Aadhaa brand idea.”
Oppo has officially launched its latest smartphone – Oppo F9 Pro – in the Indian market. To power the launch of this smartphone, Mullen Lintas Delhi has conceived the communication for the same.
The campaign idea hinges on a common life situation – staring at a phone that shows just one red line of charge, barely keeping the phone on and an urgent call needs to be made. The film captures this simple life observation, highlights the safety of women utilizing the brand ambassadors, Deepika Padukone and Sidharth Malhotra, to showcase Oppo F9 Pro’s supremely long-lasting battery.
Commenting on the new TVC, Will Yang, Brand Director, Oppo India, said: “Oppo has always given utmost attention to consumer feedback. This time around our consumers wanted a phone that could last a long duration and enable them to live their life on their own terms without being dependent on their phone battery. This new TVC featuring our brand ambassadors portrays the same sentiment. It takes cues from the current situations consumers might find themselves in and highlights how the VOOC Flash Charge Technology of Oppo F9 Pro enables them to be connected always, even on the go. We believe that Mullen Lintas has fabulously woven a great story that will help us reach out to our audience and help them realise how the Oppo F9 Pro will empower them.â€
Added Amer Jaleel, Chairman & Chief Creative Officer, Mullen Lintas: “As a generation, we are always on the move. And always on the phone. This is an interesting mismatch in our lives and that’s where F9 Pro has an important role to play. You only have to charge it for five minutes and you can chat for hours. It’s a very relevant innovation today. And that’s what the campaign intends to communicate. We’ve tried to capture this through a day in the life of a young lady and Deepika’s portrayal brings it beautifully alive.â€
SBI Life in its effort to establish a deeper connect with its consumers has appointed Mullen Lintas as creative agency and Mindshare as its media agency, following a closely contested multi agency pitch.
Ravindra Sharma
Said Ravindra Sharma, SVP & Chief of Brand & Corporate Communication, SBI Life: “In today’s landscape where new marketing tools and techniques are launched every other day, staying imprinted on the minds of consumers is a continuous challenge. As a brand SBI Life is building a culture to connect with consumers emotional motivations, which are deep-rooted in their need for protection. In this context the strategic thought process and approach presented by Mullen Lintas and Mindshare aligned with our brand ethos reinforcing our confidence to bring them on board.†He further added. “We look forward to see both agencies jointly deliver on developing a unique refreshed communication for SBI Life, which will create a deeper emotional connect with our consumersâ€.
Amer Jaleel
Said Amer Jaleel, Chairman at Mullen Lintas: “The (SBI Life) brand has created some really memorable work in the past which we hope we can build on to take the brand higher. I am personally excited at coming back into the life insurance space again. I have a lot of fond memories of working at Lowe with Balki on the category and am really excited for this new journey,â€
Prasanth Kumar
Commenting on the win, Prasanth Kumar, CEO, Mindshare, South Asia, MENA and Africa noted: “Being one of our esteemed client partners, this is a joyous moment for us that SBI Life is continuing our relationship. We appreciate the renewed opportunity by SBI Life as we now look forward to strengthening our delivery across brand strategy coupled with insightful data, engaging content and innovations to contribute to the brand’s success.”
Bajaj Avenger’s new Independence Day film touches on a highly relevant issue that concerns all of us – indiscriminate use of plastic.
Last year the brand had presented a glimpse of a utopian India – where women of the nation are truly free and liberated. This year it draws our attention to the unpleasant reality currently plaguing our nation.
Said Narayan Sundararaman, Vice president – Marketing, Bajaj Auto: “Avenger stands for liberation. We felt we could offer a reality check to the nation on a day that stands for liberation, urging citizens to live the essence of Independence Day by taking steps to free India from plastic pollutionâ€
Added Amer Jaleel, Chairman & CCO, Mullen Lintas: “Last year we created what turned out to be a memorable piece of content on Independence Day with a quote by Gandhiji and point of view on how a woman feels about liberation. In our heads, Avenger owns the liberation space and we have to have a take on August 15. This year we are back with a comment on what it means to have true patriotism in your heart aptly called #NoPlasticPatriotismâ€
Motilal Oswal has launched a new ad campaign to address current stock market volatility. The company has been playing an instrumental role in being the finance partner of choice among its consumers. Over a period of three decades, it has provided products and advice to help create wealth through equity investing.
Said Ramnik Chhabra (Director Marketing MOFSL): “Volatile markets test patience and reward conviction. In times like these, it is important to invest in quality stocks and hold on to them even during tough market conditions. It’s what we focus on with our “Buy Right: Sit Tight†investing philosophy. The TVC tries to demonstrate this through the vivid metaphor of the bull ride.
Added Garima Khandelwal, Executive Creative Director, Mullen Lintas: “Motilal Oswal wanted to make an industry point to stay invested when the market is rough, we wanted to continue the brand tonality of saying it laterally, thus the metaphor of a mechanical bull, also using the same track, some properties we have now built for the brand.â€
Bajaj Corp is set to unveil a new identity for its popular brand, Bajaj NoMarks. The restage is anchored on a new packaging along with an all-new consumer proposition supported by a campaign. With emphasis on Ayurveda, the brand has transformed itself through a differentiated packaging and brand philosophy of #CheherePeSirfShaanNoNishaan. The near-two-decade-old brand will see Mullen Lintas’s launch a TVC campaign with brand ambassador Tapsee Pannu.
Commenting on the core idea behind the rebranding, Sandeep Verma, President Sales & Marketing, Bajaj Corp said, “Ayurveda is becoming a way of life for the present generation of highly aware consumers. Our endeavour is to connect with this audience in a differentiated manner. So we decided to restage NoMarks as a modern Ayurvedic brand. New packaging was a key element of the mix to strongly communicate this change.â€
Reflecting his views on the relaunch, Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas said: “NoMarks is a very sharply positioned face brand. The relaunch brings alive the new product range, contemporary packaging and the expert promise of the brand. We’ve played with interesting modern day insight that drives the expert message in an entertaining new way.”
