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Tag: Mullen Lintas

  • The aim of the ad campaign by Mullen Lintas is to drive pre-owned smart phone purchase intent among people

    Quikr Bazaar campaign for pre-owned smartphones

    By A Correspondent

     

    Mullen Lintas has launched its first television campaign for Quikr. The latest campaign by Quikr is themed around buying high quality pre-owned smartphones at affordable prices from QuikrBazaar, its C2C vertical. The aim of the ad campaign is to drive pre-owned smart phone purchase intent among people through the assurance of a high quality product from Quikr. The ad campaign titled ‘Have you seen Rajesh’s new phone?’ is conceptualised and executed by Mullen Lintas Bangalore.

     

    Commenting on the campaign, Vineet Sehgal, Chief Marketing Officer at Quikr said: “At Quikr, we have always innovated for our consumers either to make them online users, to address privacy issues or to provide secure platform for C2C transactions. With the latest ad campaign we want to address trust issues associated with the used products and mobile phones in particular. The campaign points out the several benefits such as best price, 36+ point quality check, six months warranty and seven-day replacement policy offered by QuikrBazaar and demystifies worries associated with pre-owned mobile phones. The ad campaign is result of a great collaborative effort with our new agency partner that effectively captures the essence that anybody can now own a high-end mobile phone.”

     

    Highlighting the creative premise behind the film, Shriram Iyer, NCD, Mullen Lintas said: “Mobiles carry a lot of flaunt value, right? So what happens when a very junior employee at a firm walks around with a high-end phone? One which looks and feels like a brand new phone? It leads to a crazy chain of Chinese whispers, all speculating how he could afford it. And given that Quikr and quirk go hand in hand, we went lateral in treatment by giving it a retro, Bollywood caper kind of feel to the whole thing. A simple human insight tuned for super fun.”

     

  • The aim of the ad campaign is to drive pre-owned smart phone purchase intent among people

    Quikr Bazaar announces its arrival as a one-stop shop for used smartphones

    By A Correspondent

     

    Mullen Lintas has launched its first television campaign for Quikr. The latest campaign by Quikr is themed around buying high quality pre-owned smartphones at affordable prices from QuikrBazaar, its C2C vertical.

     

    Commenting on the new campaign, Vineet Sehgal, Chief Marketing Officer at Quikr said: “At Quikr, we have always innovated for our consumers either to make them online users, to address privacy issues or to provide secure platform for C2C transactions. With the latest ad campaign we want to address trust issues associated with the used products and mobile phones in particular. The campaign points out the several benefits such as best price, 36+ point quality check, six months warranty and seven-day replacement policy offered by QuikrBazaar and demystifies worries associated with pre-owned mobile phones. The ad campaign is result of a great collaborative effort with our new agency partner that effectively captures the essence that anybody can now own a high-end mobile phone.”

     

    Highlighting the creative premise behind the film, Shriram Iyer, NCD, Mullen Lintas said: “Mobiles carry a lot of flaunt value, right? So what happens when a very junior employee at a firm walks around with a high-end phone? One which looks and feels like a brand new phone? It leads to a crazy chain of Chinese whispers, all speculating how he could afford it. And given that Quikr and quirk go hand in hand, we went lateral in treatment by giving it a retro, Bollywood caper kind of feel to the whole thing. A simple human insight tuned for super fun.”

     

  • The film follows the day-to-day life of a student through a montage of shots and captures the immense pressure and stress they undergo to perform well academically

    Jaago Re launches a powerful film on India’s lack of a sporting culture

    By A Correspondent

     

    Taking forward the conversation on the need for preactivism, Tata Tea Jaago Re 2.0 launched a compelling film with a message on the reality behind India’s lack of a sporting culture.

     

    Sharing his thoughts on the idea behind the film, Sushant Dash, Regional President – India, Tata Global Beverages said: “The latest Jaago Re 2.0 film tackles the root cause of our nation’s underperformance in the field of sports by exposing a glaring flaw in our society’s outlook towards sports. While parents pay close attention to how well their children perform in Mathematics or Science, not many know whether their child can comfortably run a 400-metre race. Through this film, we hope to spark a change in our nation’s mindset towards sports education and establish the need to give sports as much importance as academics. By making sports a compulsory subject in schools, we aim to create an environment that will also produce more sporting talent that can go on to represent our country in future local and international sporting events.”

     

    Commenting on the new film, Shriram Iyer, President and National Creative Director, Mullen Lintas, said:

    “Academics edges out sports and as a child reaches pivotal academic years like class 10, sports totally disappears. A consequence of the pressures that an academic system and the society put on children, education is of paramount importance. More importantly, we believe, sports is education too. This led us to put out a campaign that points at the idea that most 14-year olds who were inclined towards sport tend to prematurely RETIRE from it. We are hoping that a campaign that presents sports drop outs as RETIRED will help up the ante on the importance of sports within the academic system. This message dovetails into the larger petition that the brand Tata Tea is spearheading currently. May sports win. May champions be born.”

     

  • Launches a new campaign for Voot Kids "Bachche ab no more atko'ing, no more latko'ing!"

    Voot curates media campaign for kids

    By A Correspondent

     

    Viacom18’s Video-On-Demand OTT service Voot has rolled a campaign for its kids content segment – Voot Kids.

     

    Commenting on continued focus on understanding kids and their needs, Akash Banerjee, Head – Marketing & Partnerships, Viacom18 Digital Ventures, said:“Kids live in a universe of their own – their toys, favourite toons, games/activities with their friends, their possessions, etc. make up a large part of the world they relate to. The concept of #NoMoreAtakoing is fundamentally rooted in the compulsions of nuclear families and the resulting situations where kids find themselves in dull and un-relatable situations – here is where Voot Kids swoops in to save the day and makes them smile. We’ve delivered this message through an anthem and several relatable situations. Our endeavour at VOOT Kids is to ensure that fun, entertainment and development continues uninterrupted for kids through engaging characters and immersive storytelling. The campaign is set to make Voot Kids’ every child’s best friend, always & forever.”

     

    Speaking about the creative process and relevance behind the campaign, Ayyappan Raj, EVP-Mullen Lintas said:“Voot is one of the leading brands in the Digital Video space and we are very proud to be associated with it. The brief for this particular campaign for Voot Kids was based on a simple but powerful insight of ‘kids being stuck in an adult world’ and we really enjoyed coming up with this creative solve for this message. We made the entire product pitch as a charming appeal from the kids to the adults. That’s what “No more Atakoing, Latakoing” is all about, a jolly anthem of kids being stuck in different situations and Voot Kids coming to rescue. “

     

    Added Garima Khandelwal, ECD, Mullen Lintas:“Kids being lost in their own creative & wonderful world is anyday more fun than them trapped in ours, was the starting point of this brand film from Voot Kids. We used a simple mnemonic of a rotating chair to tie together all the normal and everyday places for adults, but boring places for kids to be in. We are confident of the campaign cutting through very effectively to both parents and the kids.”

     

  • Mullen Lintas Mumbai will also provide strategic recommendations and creative ideas for the digital and social space

    Mullen Lintas Mumbai wins creative business of Motlilal Oswal

    By A Correspondent

     

    Leading financial services firm Motilal Oswal Financial Services has appointed Mullen Lintas Mumbai as its creative agency. The agency was chosen after a multi-agency pitch.

     

    As part of the mandate, apart from delivering solutions on conventional mediums like TV, Print, Radio and OOH, Mullen Lintas Mumbai will also provide strategic recommendations and creative ideas for the digital and social space.

     

    Ramnik Chhabra

    Commenting on the appointment, Ramnik Chhabra, Marketing Director, Motilal Oswal said: “Mullen Lintas managed to creatively interpret our communication brief with simplicity and impact. Important parameters while communicating in a category with low penetration and awareness.”

     

    The win marks Mullen Lintas’ foray into the financial services sector. Launched about a year-and-a-half ago in India, the agency has been having a brilliant run over the past few months with multiple new business wins across key markets of Mumbai, Delhi and Bangalore. This win marks another important milestone for the agency in the current financial quarter after it recently won the new business mandate of Tata CliQ and Too Yumm!

     

    Amer Jaleel

    Speaking of the win, Amer Jaleel, Chairman & CCO, Mullen Lintas said: “Motilal Oswal is a large enterprise that’s founded on strong principles. And the simplicity with which they approach financial services is quite impressive. When we met the people behind this inspiring organisation we were really thrilled by their childlike enthusiasm towards the advertising idea that we had proposed. Their reaction and response pretty much sums up our campaign premise. You’ll soon get to see some really clutter breaking work.”

     

     

    Virat Tandon

    Expressing his views on the win, Virat Tandon, CEO, Mullen Lintas said: “Everyone knows that Motilal Oswal are the best at what they do – making money for their clients. But, what we also realised in the pitch process was that they are also very good at understanding and buying good creative work. Their brief was very clear and I guess we gave them an idea that they believe will make money for them. We are very excited on winning this mandate.”

     

  • A1 is the first flagship model under #Selfistan and will be followed by the launch of other models under the same umbrella

    Gionee looks to make a mark with #Selfiestan

    By A Correspondent

     

    Mullen Lintas Delhi has developed an idea called “#Selfiestan” for Gioneeto differentiate Gionee A1 from any comparison in the world of selfies.

     

    Speaking on the launch of the campaign, Arvind R Vohra, Managing Director and Country Head, GioneeIndia said: “The Gionee A1 is the new language of fun, laughter and sharing. As we launch the new device in India, we want to offer a new expression to young users today. #Selfiestan is the embodiment of a world where people can express themselves freely and showcase their love for selfies. We at Gionee India are proud to bring our own version of selfies to India with the #Selfiestan campaign. The film reflects the unique concept perfectly.”

     

    The campaign stars Alia Bhatt, one of the brand ambassadors of Gionee. Mullen Lintas Delhi has designed the campaign to leverage the uniqueness of the content. Given that it’s a new launch of the phone, the campaign starts with a teaser on Outdoors and TV and is backed by aggressive drive across Print, Digital, Radio and Activation as well.

     

    Highlighting the creative thought process behind the campaign, Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas said: “Our belief in Gionee being a huge, centre of the market brand, led us to strategise towards not just feature-led smartphones, but towards having a POV. So while other brands are still saying why they are good for Selfies, Gionee chooses to take the larger platform, that of owning the world of Selfies, which we branded as #Selfiestan. It is the equivalent of Lennon’s ‘Imagine’ anthem for today”.

     

  • The campaign highlights the unique bond that audiences share with music; which is almost like a marriage between two soul mates

    Mullen Lintas creates campaign for MTV Beats

    By A Correspondent

     

    The recently launched Hindi music channel, MTV Beats from the Viacom18 stable, has announced the launch of its inaugural brand campaign. Conceptualised and executed by Mullen Lintas Mumbai, the campaign highlights the unique bond that audiences share with music which is almost like a marriage between two soul mates.

     

    Talking about the marketing campaign, Ferzad Palia, Head, Youth and English Entertainment, Viacom18 said: “Music is an important medium to reach out to young people today, and nobody does music better than MTV. So now that MTV Beats is here, we are heralding it as the birth of the ‘Baap’ of music because after all, MTV is the big daddy of music. In true MTV style, the marketing campaign is quirky, unabashed and irreverent yet it clearly communicates the brand’s positioning of being the ultimate destination for Hindi music any time of the day or week. I’d like to thank Mullen Lintas for the creative thought they’ve put into this. The tagline – ‘Blood meinhai beat’ draws heavily from India’s obsession with Bollywood music and reinforces the belief that music is a part of every Indian’s very DNA.”

     

    Commenting on the campaign strategy, Ayyappan Raj, EVP-Mullen Lintas said: “It’s one of the most fun campaigns that Mullen Lintas Mumbai has worked on in the recent past. When an iconic brand like MTV is launching a Bollywood music channel there is a strong desire to create something big and different. With that in mind, we wanted to make a statement about the launch of BEATS and in the quintessential brand tonality. We are very happy with the way the campaign has come together. Also we are quite happy about the fact that we have ‘delivered’ another successful brand launch for the Viacom18 group.”

     

  • Having flooded the Indian market with its unique offerings, and further getting celebrities to endorse them, Gionee has emerged as a favourite brand of Indians

    Mullen Lintas Delhi makes Virat bat for Gionee’s 1.25crore customers

    By A Correspondent

     

    To celebrate the feat of getting 1.25 crore users, Gionee has announced the launch of a nationwide integrated campaign that has been conceptualised and executed by Mullen Lintas Delhi. The objective of this campaign is to announce this unique milestone and also let the consumers know about Gionee’s stature amongst its competitors.

     

    To promote this milestone to the masses, Gionee has bought onboard Indian cricket captain Virat Kohli. Commenting on the initiative, Nomit Joshi, Marketing Head, Gionee said: “Gionee has reached a milestone with a 1.25 crore patron base in India and the Indian cricket skipper who is creating new milestones and records was roped in as brand ambassador. The captain’s arrival on-board allowed us to highlight our milestone and also the partnership was mutual.”

     

    Sharing his outlook on the association, Shriram Iyer, National Creative Head, Mullen Lintas said: “Gionee and Virat Kohli – both ambitious, both hardworking and currently both are on an exciting trajectory in their own respective fields. We believe it’s a perfect match to begin a great partnership.”

     

    Adding his views, Syed Amjad Ali, Executive Director, Mullen Lintas Delhi says: “The campaign is aimed to make a big announcement. At the same, getting Virat Kohli on board illustrates Gionee’s leadership ambition. He is clearly a role model today and inspires millions of people. It’s one of the finest partnership in the recent times. To begin with, this campaign announces Gionee’s achievement of getting 1.25 crore smartphone users. There are many more lined up and will be unveiled soon.”

     

  • Tata Global Beverages launches Tetley Super Green with a fun and relatable campaign

    Tetley unveils new campaign featuring Sourav Ganguly

    By A Correspondent

     

    Featuring the former captain of the Indian cricket team, Tata Global Beverages has introduced the all-new Tetley Super Greenwith its latest light-hearted ad film. The campaign highlights the super human expectations each of us face every day.With this campaign, Tetley Super Green introduces vitamin enhanced green teas for the first time in India.The Tetley Super Green range consists of Tetley Super Green Boost – a combination of lime and mint green tea with vitamin B6 to help reduce tiredness and fatigue and Tetley Super Green Immune – which is a combination of citrus and honey green tea with Vitamin C, to help support the immune system.

     

    After a series of ad campaigns, this new campaign from Tata Global Beverages highlights the product’s USP of being a super green tea in a creative manner. The film truly brings alive the positioning of Tetley Super Green as the superhero of green teas. It was backed by the insight that even real, everyday people, are constantly faced with super human expectations, and need a little extra from the products they consume to live up to them.

     

    The ad opens with a woman asking Ganguly’s wife why she needed Tetley Super Green. To which she replies that people still treat her husband like the ‘Prince of Kolkata’, while the camera pans to Sourav Ganguly. The film then continues to display a series of situations where Ganguly is still expected to ‘be the person he once was’. The film ends with Ganguly sipping Tetley Super Green while the voiceover reiterates that a person with super human expectations requires a super green tea.

     

    Speaking about his association with Tetley Super Green, Sourav Ganguly, Brand Ambassador – Tetley says, “I feel extremely honored to be associated with an international brand like Tetley that works tirelessly to give their consumers the best products possible.  Tetley Super Green tea, as the brand name suggests, truly believes that ordinary people are capable of doing super things. Tetley Super Green Boost and Immune contain Vitamin B6 and Vitamin C, whichenhance the functionality of green tea to help us deliver on Superhuman expectations every day. “

     

    Remarking on the campaign, Rishi Chadha, Head – Tea Marketing, Tata Global Beverages says, “At Tata Global Beverages, we are driven by consumer centricity and constant innovation, to cater to the evolving needs of our consumers. Our constant endeavour is to leverage our strong global expertise and learnings to introduce differentiated and value-added offerings to delight our consumers. We pioneered the green tea wave in India and are now introducing a first-of-its-kind vitamin enhanced super green tea as the latest addition to our green tea portfolio. We believe that Tetley Super Green tea is a compelling reason for new consumers to come into the green tea category.  Our new brand film explains this beautifully in a light-hearted and relatable manner. Sourav Ganguly has done a fantastic job of capturing the essence of ‘Everyday Super Humans’ and we are very excited to have him as the new face of Tetley in India.”

     

    Commenting on the campaign, Shriram Iyer, National Creative Director, Mullen Lintas says, “Super Green as a product is about upping health benefits of Green Tea. To bring this alive, the planning and account team on the brand in Bangalore arrived at the insight that sports celebs are faced with a unique challenge. People always expect from them the same superhuman feat that they once performed on the field, no matter what life stage they are in now. This ‘superhuman expectation’ became our creative plank to deliver the message. The script crafted by Santosh Ramakrishnan and directed by Abhinav Pratiman lands the idea gracefully. Sourav Ganguly hits it out of the park. Personally, I think this is Sourav Ganguly’s best onscreen performance, off the field!”

     

  • Conceptualised and executed by Mullen Lintas Mumbai, the film traverses the journey of one such woman who decides to test her husband's attention by attempting changes to herself

    Bajaj Nomarks unveils brand campaign encouraging women to be self-reliant

    By A Correspondent

     

    Bajaj Nomarks has unveiled its latest brand campaign that highlights the many advantages of the skincare cream. The campaign, led primarily by a video film, touches upon the core point of the cream being a companion to women who often face multiple skin complaints, especially on the face.

     

    Conceptualised and executed by Mullen Lintas Mumbai, the film traverses the journey of one such woman who decides to test her husband’s attention by attempting changes to herself.

     

    Commenting on the core message that the brand seeks to make through this film, AmeyaDangi, Head of Marketing, Bajaj Corp said: “Bajaj Nomarks cream is completely Ayurvedic in composition and has been clinically tested for its efficacy quotient which makes it a unique product in the anti-marks category. Through this new campaign which is the first of a new idea developed by our agency Mullen Lintas, we want to encourage people not to be bothered by small things like skin marks but to focus on realising their bigger ambitions irrespective of what others may think of them.”

     

    The film has been developed based on the insight that in today’s day and age, wives have a common complaint – husbands are so engrossed in doing their own thing that they fail to notice some obvious changes, especially about them. For example the husband will not notice any change in the appearance of the wife or for that matter even miss the new dress that she is wearing and so on and so forth. It was this insight that gave birth to the campaign idea of “Men Don’t Notice.”

     

    Highlighting the core idea behind the film, Ayyappan Raj, EVP – Mullen Lintas said: “The mark removal skincare category is seeing a visible growth in the number of players and it is imperative that each one differentiate their offering from the others. With Bajaj Nomarks, the plus point is its reliance on herbal remedies along with the guarantee of delivering visible results in the quickest possible time. We used this as the core point in the film and brought to life a real situation that women often face at home. The film delivers on the promise of being a reliable companion to women when they need them the most.”

     

    Explaining the creative thought-process behind the campaign, ShriramIyer, NCD – Mullen Lintas said, “In advertising we are used to seeing big changes to lives post usage of a product. With Nomarks, we are promising that big change to your skin, and nothing else. Change your skin for yourself, even if it changes nothing else, is the message we want to give out with this ad.”

     

    The film has been launched offline on all popular channels and will also be rolled out extensively across Print and Outdoor. The film is being launched online as well and will play on major social channels to draw maximum mileage.

     

  • Titled "Load Mat Lo", the campaign features leading Bollywood actress Parineeti Chopra as the main protagonist

    Get rid of the load on your head, emphasizes Bajaj Almond Drops in latest campaign

    By A Correspondent

     

    In today’s fast paced world, people have the tendency of taking a lot of unnecessary load in their lives. These range from mundane worries like travelling woes, what to wear when going out, need to be visible on social platforms, etc. to the more worrisome ones like extreme stress at work, health & financial woes etc. All these worries do take a toll on individuals who are often left wanting for a way out.

     

    This insight was the inspiration for Mullen Lintas Mumbai’s new campaign on Bajaj Almond Drops Hair Oil. Titled “Load Mat Lo”, the campaign features leading Bollywood actress Parineeti Chopra as the main protagonist.

     

    Commenting on the thought process behind this campaign, Ameya Dangi, Head of Marketing – Bajaj Corp said: “People don’t like oiling their hair regularly because they find some oils to be extremely sticky, chip-chipa and heavy, a feeling which they dislike. It is like a “load” on their head and they have to put up with it for the sake of nourishment just like they put up with a host of unnecessary worries without a really good reason. But with light & non-sticky Bajaj Almond Drops hair oil, they can give their hair the nourishment it needs without having to put up with the heaviness on their head. For us, this new campaign idea “Load Mat Lo” brilliantly works on this very relatable insight of “unnecessary worrying” in the context of hair oiling and Bajaj Almond Drops.”

     

    The film titled ‘Load Mat Lo’ begins with the protagonist, in this case brand ambassador Parineeti Chopra, being told by her partner about the hair oil that he has shopped for her. On seeing the bottle, she immediately cautions him that she doesn’t prefer taking the load of coconut oil on her hair. To elucidate her point, she conducts a small experiment on his head by placing a paper-weight on his head and comparing it to a feeling that one gets by applying coconut oil in one’s hair. But with Bajaj Almond Drops, the feeling is just the opposite as it makes one feel light and easy. All this with the brand being fortified 300 per cent more with Vitamin E.

     

    Highlighting the strategic insight behind the film, Ayyappan Raj, EVP-Mullen Lintas said, “The consumer of today is always on the lookout for innovation on a product or brand they endorse. With the hair oil category flooded with multiple players, it was imperative that we play up features of Bajaj Almond Drops that stand out. Thankfully, there were more than a couple of features that worked in its favour including it being the lightest in its category and further fortified with 300 per cent vitamin E. This led us to zero down on the idea of ‘load free’, as that is was what most people too want from their lives. All these traits have been captured really well in the film.”

     

    Explaining the creative execution behind the film, Shriram Iyer, NCD-Mullen Lintas said, “While most hair oil brands tend to play up the usual advantages that can be derived by using them, we chose to highlight one of the biggest differentiator for Bajaj Almond Drops – it being the lightest in its category. This core point has been bought out well in the film where one can really feel the difference in applying an oil that is easy on the hair vis-à-vis the others that tend to make it heavy & sticky. We are sure the concept will get consumers to choose Bajaj Almond Drops hair oil when they go to shop for oil the next time around.”

     

  • Day 2 of 3 of our Effies interviews: Subramanyeswar S, Arun Iyer and Amer Jaleel

    Winning, the MullenLowe Lintas way

     

    Continuing with our interviews with Effies interviews, on Day 2 (of three), we bring you interviews with Subramanyeswar S, Arun Iyer and Amer Jaleel

     

    Subramanyeswar S, National Planning Director – Lowe Lintas India:

    Winning effectiveness and strategy awards:

    Yes, and we are very happy to be there. It’s not just one grand moment for us, it’s the culmination of year-long efforts at various award shows and where we had done consistently well, fantastically well everywhere and something which I would  like to say is that it’s like a game of pole vault. In Olympics when you see the game of pole vault, the idea is not about how fast I run or how deep I have dug into. The question is how high have I jumped and once you do that keep raising the bar and keep jumping again and again and we hate coming second best.

     

    Planning for the awards:

    Planning in the sense of culture, it’s a culture that we have consciously built over many years and at MullenLowe you see that it’s a collective fund of intelligence between creative, planning, account management and the client where everybody comes together and this culture we have consciously built. A culture which actually breeds damn good ideas, ideas that actually win in the marketplace and become effective.

     

    What’s most important for you: planning, creative or strategy?

    It’s not about which is more important. Collectively together. Everything needs to come together into the play. You can’t say if batting is more important or bowling is more important or fielding more important? Everything has to come together. Of course there are times when one plays lot more than other but in the end it’s the collective fund of intelligence of all of us together and we thoroughly enjoy it amongst us and because I am a part of the system I know it, you always feel that energy and that momentum keeps us making it do again and again and we don’t get tired.

     

    Arun Iyer, CCO, Lowe Lintas

    If you have to list the takeouts from this years Effies in terms of winning, what would it be?

    My biggest takeout is the fact that there are a lot more agencies which are actually in the game now and that is a very positive thing for our business. It’s a good thing that other agencies are really doing well in terms of campaigns. That’s my biggest takeout.

     

    Any regrets of not bagging the Grand Effie?

    No real regret but yes it’s actually motivating to make sure that next year we also need to get the Grand Effie and make sure we have a campaign that does that well.

     

    We have noticed in various awards that most of clients are traditional clients of the agencies. There are very few new clients. Does that mean the newer, younger clients are not experimenting enough?

    Not true because even if you see our list of winners, we have won big on Unilever but we have won enough on new e-commerce clients. We won on Byju’s, we won on Hike, we won on Freecharge. so there is a bunch of new e-commerce clients that we have won on as well. One of the things that we have managed well is the balance between old,  seasoned marketers and fairly new marketers. I don’t think it’s about the marketers and the muscle that they have. It’s just about what you do for them.

     

    Any fresh thinking on participating in the creative award?

    Not really unless it dramatically changes because for us it’s really important that what it did in the market place not because we have an opinion on the creative awards, it’s only because that’s the approach we take to our work. While we are thinking about creative, we are trying to push creative boundaries but it’s not pushing creative boundaries for ourselves. It’s pushing creative boundaries for the clients.

     

    So the standpoint doesn’t change after Balki’s moved on?

    This is a question I am asked very often. It’s just that Balki planned this very well. He has not been there on day-to-day basis for sometime now and it’s a culture we all believe in otherwise we wouldn’t be spending this kind of time in the agency if we didn’t believe in the culture. It was a culture that was introduced in the agency by Balki but it’s a culture we all believed in and I’ve lived it and we breathe that culture.

     

    Plans for next year:

    I am taking away a lot of learning. I am taking away learning like conventional media is not enough, we have got to do more stuff. So those are interesting learnings that I am taking back from a lot of the work that I saw. Some of the work that has won is the work that I personally liked very much. So I think there are a lot of learnings at an individual level which I am going to take back and hopefully translate it to the agency.

     

    Amer Jaleel, Chairman & CCO – Mullen Lintas

     

    Winning has become a habit for Lowe Lintas group at the Effies. Third time in four years…

    For me personally the journey that we have started a new agency and we did a little bit of contribution this time to the MullenLowe group but I am very very excited that the work that we did on Bajaj Avenger sort of stood out and won some points for us. Next year, please watch out for us.

     

    Is there some healthy competition between you and your older sibling?

    Healthy, yes but we are not at this moment really competing but I’d like to say that we want to be a parallel agency. We have come with this objective of being a competitor not just to MullenLowe group but to the big networks, Ogilvy, JWT, to McCann of this world and we want to be that agency that makes a difference at the Effies hopefully in time to come as an agency on its own.

     

    Agencies like Pickle which were merged to form Mullen Lintas did participate in creative awards…

    I have a view on this and I want to say that whether it’s the Abby or any other awards I have always said that I would like the criteria to have a bit of contemporary input from the agencies and the thinking of today. As far as Abby considers the input from the people of today, the people who make the advertising today, if they are willing to consider the inputs of today then I don’t mind being a part of Abby

     

    What about your clients? How have they contributed to the success at Effies?

    Let’s take a case in point. Let’s take Bajaj brotherhood, such a huge and differentiated piece of work. We cannot pull it off without having our clients believe in the piece of work. So big big contribution.

     

    A word on Bajaj Auto. Other than Avenger, its Bajaj V campaign has also won great accolades. We’ve heard it from the folks at Leo but what is it that makes Bajaj a dramatically different client than others?

    I’ve been doing work with Bajaj for the last twelve or thirteen years and I think how they look at their brand, for example Avenger, you could say it’s a narrowly focused brand but in that narrow focus they work with the agency to make such a strong and incisive to the kind of audience they are talking about. If you look at the work for V, if you look at the work for Avenger, the work is so different and so incisive and so pointed towards the kind of audience that makes them of the leading clients today.