MxMIndia

Tag: Mullen Lintas

  • Endorsed by the Virat Kohli, the ad unveils the latest addition to Too Yumm!'s healthy snacking portfolio – Multigrain Chips

    Longest IPL ad break from Too Yumm!

    By A Correspondent

     

    https://www.facebook.com/TooYumm/videos/423226058150299/

    Guilt free Industries Limited, the FMCG division of the RP-Sanjiv Goenka Group launched what is being billed as the ongoing Indian Premier League’s IPL’s longest ad thus far for its snacking brand Too Yumm!

     

    Endorsed by the Virat Kohli, the ad unveils the latest addition to Too Yumm!’s healthy snacking portfolio – Multigrain Chips.

     

    Said Anupam Bokey, VP Marketing (CMO) RP-Sanjiv Goenka Group: “Though fast growing, Too Yumm! is still a very young brand and therefore our immediate objective is to build brand awareness and quality engagement. We have been doing this successfully by disrupting the snacking space in India with healthy innovations and engaging yet well targeted campaigns. With IPL being one of the biggest and most relevant media events, we chose this as our primary platform to launch our latest innovation, Multigrain Chips”.

     

    Added Garima Khandelwal, Executive Creative Director – Mullen Lintas said: “Our singular objective through this campaign was to heighten the fact that eating fried chips is bad for your health, by offering consumers a healthier alternative with Too Yumm! Multigrain Chips. We pulled on the emotional factor of fans feeling disheartened by Virat Kohli consuming what they thought was an unhealthy snack. The fact that Virat doesn’t indulge in or endorse junk food made the fans’ reactions all the more plausible in launching yet another tasty and healthy snack from the brand’s portfolio.”

     

     

  • The film highlights the product as an essential accessory

    Kajal Aggarwal endorses latest collection for Himalaya Kajal

    By A Correspondent

     

    The Himalaya Drug Company has launched a new TVC for Himalaya Kajal, featuring the actress Kajal Aggarwal.

     

    Said Ramarao Dhamija, General Manager-Marketing (Consumer Product Division), The Himalaya Drug Company: “We are very excited to have Ms. Kajal Aggarwal on board for Himalaya Kajal, as she perfectly captures the essence of the product with grace and ease. She truly reflects the fun personality that we have attempted to showcase through the TVC and is a great value-add for our brand. She complements the intense expressive eyes concept that we have tried to capture through her expressions in different scenarios.”

     

    Added Sangeetha Sampath, Unit Creative Director, Mullen Lintas:“We wanted to be true to Himalaya Kajal’s benefit of intensely expressive eyes. Hence, we decided to tell the story only through eyes, and not words. Kajal Aggarwal has the most beautiful, expressive eyes. She was the perfect fit. And her name is a bonus too.”

     

     

  • Mullen Lintas has created the new film, delivering on brand’s thought of exhibiting the limited edition as the most desired gift, one can give to their valentine to express their profound love

    Mullen Lintas conceptualises ad film for Vivo V7+

    By A Correspondent

     

    To celebrate the season of love, Vivo India roped in designer Manish Malhotra to design V7+ limited edition. Mullen Lintas has conceptualised the ad film for this limited edition. The agency bagged this project, following a competitive multi-agency pitch.

     

    Said Kenny Zeng, CMO, Vivo India: “Vivo has always believed in delighting the customers with its product and design innovation. With the launch of V7+ Manish Malhotra Limited Edition, we are providing an opportunity for consumers to express their love in a more elegant and captivating manner. The ad film conceptualized for this limited edition beautifully captures the endearing emotions of finding the perfect gift for your valentine on this Valentine’s Day.”

     

    Added Shriram Iyer, President and NCD, Mullen Lintas: “Vivo wanted us to create a film for their V7+ Valentine’s Day limited edition phone that should stand out in the clutter. When we looked at the task deeply, we realized that most of the men fail to impress their women with poor gift choices. So the idea was crafted to assure guys that this is the ultimate gift for their Valentine and in the same breath it assures women that they will be swept off their feet.”

     

     

  • The new campaign shows how an exciting ride on the new Discover makes you as ‘zindadil’ as in your younger days

    Bajaj Discover campaign celebrates the boy in every man

    By A Correspondent

     

    Discover from Bajaj Auto, has released a new campaign that has been conceptualised by Mullen Lintas. Bajaj Auto had recently re-launched the Discover with an upgraded Discover 125, and an all-new Discover 110.

     

    The new Discovers carry forward that legacy of exciting performance with an all-new long-stroke engine. It also has the additional advantage of exciting looks with first-in-class LED DRLs, first-in-class digital instrument display panel, all new stylish graphics, and a host of other style and performance upgrades.  The new campaign shows how an exciting ride on the new Discover makes you as ‘zindadil’ as in your younger days.

     

    Said Sumeet Narang, Vice President – Marketing, Bajaj Auto: “Discover is our brand which offers an energetic and spirited riding experience to daily commuters. It differentiates itself from the rest of 100-125cc commuter brands by offering a more fun bike to our customers who see themselves as hard working family men burdened with responsibilities. Finding a relevance for Discover’s promise of performance was critical. Immersions with family men between 30-40yrs in large and small towns helped us arrive at the brand insight of how the boy in every man is always alive. Discover’s spirited riding can help him come out, once in while”

     

    Added Ayyappan Raj, Executive Vice President, Mullen Lintas: “It’s quite an important and significant campaign for us, considering the task of reintroducing brand Discover. The brief from the brand team was about how the new Bajaj Discover with stylish features, powerful engine brings out the youthfulness in the rider and that’s exactly what we have managed to capture with ‘Bano Zindadil’. There’s a lot of activities planned across media, ensuring this idea travels to a larger audience.”

     

     

  • The TVC made by Mullen Lintas tries to define the different mind-sets and present a separate app for each

    Motilal Oswal Securities unveils new brand campaign

    By A Correspondent

     

    Motilal Oswal Securities has unveiled its new brand campaign to promote its mobile stock trading app. The TVC made by Mullen Lintas tries to define the different mind-sets and present a separate app for each.

     

    Speaking on the ad, Ramnik Chhabra, Head – Marketing – MOFSL, commented: “Investing and Trading in terms of mind-set and styles is as different as Test Cricket and 20-20. One is slow and steady and the other is dhan dhan dhan. Each requires a different approach and skills. Our two separate mobile trading applications provide separate tools and information customised for an Investor or a Trader and that’s what the campaign tries to highlight.”

     

    Added Ayyappan Raj, Executive Vice President – Mullen Lintas: “The fundamental approach that we have on Motilal Oswal is to find interesting human observations and deliver the product, service metaphor through that. That’s what we did with the last campaign “when you focus on one thing, you master it” for the 30yrs Equity story by showcasing people and how they’re the best at what they do. So, this time when we had to communicate that Motilal Oswal has two different apps for two different consumer groups (the traders and the investors), we have tried telling this by showing two different types of people with their interesting, differentiated personalities and thereby introducing the apps for all their needs. We’re quite happy with the way it’s turned out.”

     

     

  • The account will be managed by the agency's Mumbai office who will be responsible for strategizing, planning and execution of the campaigns

    Mullen Lintas wins Bajaj Discover account

    By A Correspondent

     

    Leading two-wheeler brand Bajaj Auto has appointed Mullen Lintas to handle the creative duties for its motorcycle brand Discover in India. This will be the second Bajaj account win for the agency, after Bajaj Avenger, which is also part of their current client portfolio.

     

    Mullen Lintas bagged the account following a competitive multi-agency pitch that saw participation from some of the leading advertising agencies in India.

     

    Said Sumeet Narang, Vice President – Marketing, Bajaj Auto: “Discover competes in the core commuter segment of prestige 100 and 125cc bikes. The segment is very competitive and marked with different brands offering value, practicality, familiarity or prestige.  Discover differentiates itself from all other brands by promising an energised riding experience that rejuvenates life. Presenting this promise in a customer relevant and insightful communication is very critical.”

     

    Commenting on the win, Virat Tandon, CEO, Mullen Lintas said: “Discover is a very important part of the Bajaj Auto portfolio and we are absolutely thrilled to be awarded this business by client. The challenge is to rekindle the love and the following that Discover has had in the past and to grow it multi-fold. It’s going to be a fun ride.”

     

    It may be recalled that Bajaj Discover was handled by Lintas for many years in the past and Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas had worked on the brand extensively then.

     

    Said Jaleel: “With the Discover win both of my favourite Bajaj brands (while at Lowe Lintas), that is Discover and Avenger are now back in the fold, so to speak. We have a very interesting brand promise on Bajaj Discover and we are excited by the challenge of this segment and happy to be on board with such encouraging and respectful partners as Bajaj.”

     

     

  • The film was helmed by Konkana Sen Sharma and features model and actor Tara Sharma

    Nykaa celebrates strides made by Indian women in latest brand campaign

    By A Correspondent

     

    Multi-brand online beauty retailer Nykaa has launched its maiden campaign conceptualised by Mullen Lintas. The campaign is a celebration of confident and successful strides made by women in different walks of life. The film was helmed by Konkana Sen Sharma and features model and actor Tara Sharma.

     

    Speaking about the campaign, Virat Tandon, CEO – Mullen Lintas said: “It’s a great time to be woman. They are challenging stereotypes, dismissing the status quo. There is a definite and positive shift in the way women are embracing power and success. And it’s exactly this unapologetic assertiveness that we are applauding in our campaign for Nykaa.com. We are really proud to partner them in their maiden campaign ”

     

    Added Falguni Nayar, Founder & CEO, Nykaa.com: “At Nykaa we believe things are improving for women in terms of greater opportunities to participate and achieve in diverse field of work. Traditional stereotypes of what roles were suitable for women are being broken – we have a woman as a Defence Minister, earlier as Commerce Minister, we have women as pilots, we have actresses being able to embrace motherhood, and women are achieving greater heights in sports. We believe these are good times for women, a time to celebrate how women have embraced multiple and diverse roles – they believe in themselves and dream for themselves. Women want to be the primary actor of their life. We partnered with Mullen Lintas with their great reputation for helping brands deliver their message on traditional as well as new mediums and we are really happy to have none other than Konkana Sen Sharma’s artistry to bring the message to life.”

     

     

  • Mullen Lintas was tasked with this campaign to establish QuikrEasy as a one-stop platform for getting service providers for all home-related services

    Mullen Lintas’ campaign for QuikrEasy conveys the ease of doing things

    By A Correspondent

     

    Mullen Lintas Bangalore has conceptualised a three-film campaign for QuikrEasy, the services vertical of Quikr. Speaking about the Quikr Easy campaign, Vineet Sehgal, CMO, Quikr said:“We often find the task of identifying, evaluating and then engaging with service providers cumbersome and end up delaying on the task that can make life better. QuikrEasy symbolises the simplest and convenient way to manage small or big tasks in easiest possible way”.

     

    Added Shriram Iyer, National Creative Director at Mullen Lintas:“Most of the times it’s the simplest of jobs that overwhelm us. Be it doing repairs, getting the house painted, or for women even getting a simple wax. It was this insight of what happens when the smallest chores hold us down and how with QuirkEasy’s convenience and speed everything can get resolved in a jiffy that informed our campaign.”

     

     

  • The sequel traces some exceptional talent from across the country whose skills are eye popping and they have become highly proficient at it

    Motilal Oswal unveils sequel film promoting itself as equity expert

     

     

    Mullen Lintas has created an all-new campaign for Motilal Oswal reinforcing its clients image as ‘experts in equity’.

     

    Commenting on the brand’s ideology and the task assigned to the agency, Ramnik Chhabra (Director – Marketing, MOFSL said: “This TVC is based on the same ‘focus’ proposition and ‘Think Equity Think Motilal Oswal’ idea. The objective is to refresh the communication with varied settings and skills based on focus”.

     

    Highlighting the creative idea behind the campaign, Shriram Iyer, National Creative Director, Mullen Lintas said: “When you focus on one thing, you master it.The brand’s command and understanding over the ‘equity markets’ allowed us to appropriate the position beautifully. Real people who have become experts in their own domain through years of practice is what we have shown. This film too is interesting in the sense that it inspiredby the online video content space. Random videos on the internet were given a meaning and recreated by design to do justice to an idea relevant to the brand’s proposition.We connected the dots to make for advertising content that is sticky and memorable. To me; Advertising can be content. And content can be advertising.”

  • In India, Fossil India Pvt. Ltd. is set-up as a 100% subsidiary of Fossil Group Inc. to sell the products in its portfolio

    Mullen Lintas bags creative duties of Fossil

     

     

    Fossil India has appointed Mullen Lintas as its advertising agency partner on its range of watches and accessories in India. Mullen Lintas was chosen after a competitive multi-agency pitch that saw participation from some of the leading advertising agencies in India.

     

    Kishore Subramanian

    Commenting on the win, Kishore Subramanian, Executive Director – Mullen Lintas said: “We are very excited with this win. Fossil is a legendary American lifestyle brand that seamlessly fuses smart functionality with its vintage/classic fashion sensibilities, thus creating a niche in India. Mullen Lintas team will further add fuel to their marketing initiatives and help launch their Gen 3 Smartwatches in the country, and take the brand to the next level of growth.”

     

    Johnson Verghese

    Added Johnson Verghese, VP, Managing Director, Fossil India: “We are happy to bring on board Mullen Lintas to drive the creative mandate for Fossil. It is the first time we have embarked on a marketing campaign of this magnitude. We were happy to associate with the passionate team at Mullen Lintas. They demonstrated in-depth knowledge of the brand and were quick to understand and align with the brand philosophy. The aim is to co-create content to drive brand awareness around Fossil and its latest range of connected timepieces. We look forward to an interesting and insightful journey ahead.”

     

     

  • Entry level recruitment (blue and white collar talent) is challenging in sectors such as BPO, Sales, Logistics, Fulfilment, etc

    Mullen Lintas shows how hiring is better and simpler with Quikr Jobs

    By A Correspondent

     

    Mullen Lintas Bangalore has launched new films for Quikr Jobs for entry level white collar (nurses, sales, BPO) and blue collar jobs (security guards, warehouse executives, receptionist or delivery boys). Said CMO Vineet Sehgal: “With 1 crore + active candidate profiles and over 500 job roles, Quikr Jobs is the largest candidate database provided by any job portal in the entry level and blue collar hiring space in India. We wanted to amplify this message to the businesses that are looking to hire through the year and also bring alive the quirkiness of our brand through this communication.”

     

    Added Shriram Iyer, NCD, Mullen Lintas, on the campaign idea: “Recruitment simplified was central theme around which we have built the entire campaign. Simple visual actions that convey speed and ease of finding talent makes the films light hearted and memorable”.

     

     

  • The film promotes Dabur Honey as the perfect ingredient for weight management

    Dabur Honey plays the weight loss expert, in latest film by Mullen Lintas

    By A Correspondent

     

    Dabur India has rolled out a new film promoting Dabur Honey as the perfect ingredient for weight management.Commenting on the objective behind the latest communication, Rajeev John, Marketing Head-Health Supplements of Dabur India said: “With Dabur Honey, we have always promoted a healthy life. One of the core benefits of Dabur Honey is that it helps manage your weight if consumed regularly. Thus, in our new campaign, we are communicating the message that consuming Dabur Honey every morning with warm water helps you ‘Stay Fit and Feel Young’. Targeted specifically towards married women, the campaign is based on very strong insight and we feel that everyone should make it a daily habit… A ritual. We feel that this will strongly resonate with our target audience.”

     

    The film by Mullen Lintas Delhi is based on a common perception that most women gain weight after getting married. As a brand, Dabur Honey is trying to build a healthy habit by telling them that drinking Dabur Honey with warm water every morning will help them keep their weight in check. Through this campaign, the brand hopes that consumers will adhere to the idea of consuming Dabur Honey every day for a healthy living.

     

    Highlighting the creative concept behind the film, Shriram Iyer, NCD, Mullen Lintas said: “We believe, every individual should take advantage of the benefits of Dabur Honey by making it a part of their daily routine. Hence, the task set for the new campaign was to encourage women to have a spoon full of Dabur Honey in the morning as it can help them stay fit and feel young. The communication has been targeted at married women and is based on a strong observation that people, in general, believe that after marriage a woman tends to put on weight. As post marriage, the lifestyle of a woman changes and this may result in weight gain.”