MxMIndia

Tag: Mullen Lowe Lintas Group

  • The agency also bagged the Grand Prix for Whisper India’s campaign on Day 1 of Goafest and the Abby Awards

    EssenceMediacom is the new star at the Media Abby

     

     

    By Our Staff

     

    So what’s more important at the three-day advertising festival in Goa? The conclave – lectures and masterclasses and all the entertainment lined up or the awards?

     

    That’s a question that will never be answered, though there’s no denying the fact there are undercurrents of a ‘they-owe-their-existence-to-us’ sentiment that’s been there for a while in certain quarters of the two organisers – the Advertising Agencies Association of India (3As of I) and the Advertising Club.

     

    Hence, please do note: we are not to call them Goafest Abbys, which they are often referred to, by some of the organisers as well. They are the Abby One Show, the One Show suffix being the association with One Show, the globally renowned advertising awards enterprise.

     

     

    But an international awards means that there is little scope for any corruption in the system. There is little scope for subjectivity, and even more little scope for personal biases to come in. Well, that last bit is ensured that it’s not one person who decides on the award, but it’s a slew of top professionals.

     

    This year’s highlight is the return of the Mullen Lowe Lintas Group to the Abby fold, after over two decades of a self-imposed exile. McCann and Wunderman Thompson are also back.

     

    So, the only agency that has decided to stay away is Ogilvy, but Piyush Pandey & Co do participate in Kyoorius Creative Awards (happening on June 2), so it’s not that they are allergic to creative awards. Note: Lowe in India had this huge allergy to creative awards, and the agency would stay away from them all. Though this wasn’t the case internationally. And in India as well, Lowe would participate – and very aggressively and successfully – in the Effie.

     

    Let’s cut the chase, and move to Day 1’s big awards. The Media Abby, which unlike the Emvies, concentrates on the creative quotient. A total of 94 Media Abbys were presented. The tally being: 25 Golds, 33 Silvers, and 35 Bronze metails.

     

    The highlight of the evening was the emergence of a new numero uno from within the GroupM fold. EssenceMediacom was Media Agency of the Year, and it won it for a total of 20 metals, and these were across many entries. EssenceMediacom won the Grand Prix for Whisper India’s campaign, ‘The Missing Chapter’.

     

    We met Navin Khemka, the agency captain, and he was elated. The fact that it was not just on the back of one campaign was even more satisfying for him.

     

    Also, announced the same evening was the Publisher Abby where 2 Golds, 5 Silvers and 6 Bronze metas were awarded. And there were 5 Merit recognised. With a total of four Metals, ABP Pvt. Ltd. was recognised as Publisher of The Year.

     

    Final Winners for Press Release Media

     

  • He has previously worked with McCann Worldgroup where he was Head of Creative, South

    Puneet Kapoor joins Lowe Lintas as Regional Creative Officer, South

    By A Correspondent

     

    Lowe Lintas has appointed Puneet Kapoor as its new Regional Creative Officer. He has previously worked with McCann Worldgroup where he was Head of Creative, South.

     

    Puneet Kapoor

    Talking about his new role, Kapoor said: “Lowe Lintas Bangalore has been such a stellar office for many years spewing out one great campaign after the other. It’s a great challenge to add thunder to the impressive repertoire of work and I am really looking forward to collaboration with the teams and clients to do some iconic work.”

     

    Amer Jaleel

    Added Amer Jaleel, Group CCO and Chairman, Mullen Lowe Lintas Group: “We have had a legacy of great creative people from Bengaluru. We have also had the best of brand work originating out of Bengaluru. The connection is more than obvious. We had been on the lookout for someone who was both entrenched in solid brand work and had the more recent portfolio of engaging and contemporary digital conversations. In Puneet we found that and more. A really great team guy and intuitive leader. We are blessed and bonussed!”

     

    Sagar Kapoor

    Commenting on Kapoor’s appointment, Sagar Kapoor, CCO, Lowe Lintas said: “Besides his experience Puneet gets with him truly infectious energy. He is excited about making brands bigger and more popular. He has shown considerable expertise in the Southern region, again working on brands that have a national footprint. We are looking forward to taking the office and our brand partners to the next level.”

     

     

  • The film targets the young Indians who aspire for a fuller life and value products

    Lloyd unveils campaign featuring #DeepVeer

    By A Correspondent

     

    Lloyd Air Conditioner’s latest ad film – Khayal Rakhenge. Khush Rakhenge – highlights an enjoyable take on its innovative technology. The film targets the young Indians who aspire for a fuller life and value products with technology that helps them live this kind of life.

     

    The film conceptualised by Mullen Lintas features Bollywood couple Deepika Padukone and Ranveer Singh.

     

    Commenting on the thought behind the Campaign and Film, Amer Jaleel, Group CCO & Chairman – Mullen Lowe Lintas Group, said: “Lloyd is a new-age Indian brand and the most important aspect of the brand to influence when it came to us was its voice. We felt that consumer durable brands are not able to reflect the millennial-speak that is so important to make brands relatable in this category. If you hear people and the brand, speak like you, you stop and listen however much the clutter. We were helped by the chemistry between our stars which while being electric is thankfully so normal! The fact that they were coming together for a brand that was a first for them, their own excitement and enthusiasm at being captured and working together got added with the magic of our ‘Badhai Ho’ director Amit Sharma. All this made the atmosphere on the set so amazing that I think we just put a camera and it translated the reality on celluloid without any loss!”

     

    Added Amit Tiwari, Vice President Marketing, Havells India: “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.”

  • The campaign positions Freecharge as the easy and convenient choice for consumers to address their everyday digital transactions

    Freecharge targets millennials via new brand campaign

    By A Correspondent

    Freecharge has launched a national campaign aimed at positioning itself as the convenient and easy choice for digital natives to address utility payments and money transfer.

    Commenting on the launch of the new campaign, Sangram Singh, CEO, FreeCharge said: “FreeCharge is continuously expanding its portfolio in digital financial services, to make consumer experiences hassle free. We aim to build a deeper connect with the consumers through this innovative storytelling, that highlights the ease of doing transactions with ‘easy to use’ features of Freecharge. The campaign has been weaved around the concept of ‘Time is money’ and a lot of time can be saved with easy and quick transaction processes in place.”

    Commenting on the campaign, Arun Iyer, Chairman and CCO, Lowe Lintas, said: “The brief was simple yet challenging – we had to attract undivided attention of the millennials who are bombarded with cash-backs, offers and discounts messages every second and also build relevance for the ease of making payments with the FreeCharge App. The films beautifully capture the entitled attitude of this generation with a tinge of humor and wit. Campaign’s tagline – It’s Slick. It’s Quick. Chik-chika-chik-chik, connotes the efficiency with which FreeCharge makes it happen.”

     

     

  • The campaign idea reflects the changing times where the responsibility of household chores is happily shared between the couple

    Mullen Lintas executes a warm campaign for Havells Home Appliances

    By A Correspondent

     

    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.”

     

     

  • The agency will offer consulting, communication, content and video production services for brands and businesses

    Tilt Brand Solutions officially begins ops in India

    By A Correspondent

     

    Former Mullen Lowe Lintas Group Chairman Joseph George has formally launched his business venture titled Tilt Brand solutions. The agency will offer consulting, communication, content and video production services for brands and businesses.

     

    Said George: “The context in which brands operate is everything. When that changes, everything about the brand outreach needs to change. What, where and how consumers buy, and what, where and how they consume content, have all changed. These changes cannot be responded to, by shoe-horning existing models into new structures. They need to be addressed by structuring a new; not re-structuring an old. Ergo Tilt.”

     

    The leadership team comprises Shriram Iyer (Chief Creative & Content Officer), Srikanth Sarathy (Chief Operating Officer), Rajiv Chatterjee (Chief Business Officer) and soon to join Kedar Teny (Chief Strategy Officer).

     

     

  • All eye and ears on who will take over from the Mullen Lowe Lintas Group boss

    Industry, staff shocked at Joe George’s exit announcement

     

    By A Correspondent

     

    It looked like any other day. A rainy one indeed. And while it’s been raining several top-level changes in the industry over the last fortnight, this one was very big. Very, very big. In fact given the scenario, bigger than a Sonal Dabral joining Ogilvy and Rajiv Rao leaving the creative major.

     

    First the news that has been carried by most media already. Joseph George (better known as Joe), Group Chairman and CEO, MullenLoweLintas Group, India and Regional President, MullenLowe Group South & Southeast Asia, has called it quits. He will move on from the agency network at the end of September 2017.

     

    George is no rolling stone. He has had an uninterrupted stint of over 26 years with the company, where he played numerous growth, brand management, client management and leadership roles locally, regionally and globally, he now plans to pursue what he calls “his big dream”. The staff at the agencies were in a state of shock one learns, some even sobbing as they have had much love and admiration for George.

     

    First, let’s be done with the communique that was sent out earlier.

    Alex Leikikh, Global CEO, MullenLowe Group, is quoted in a statement: “Joe has made such a huge contribution to the MullenLowe Group network during his 26 years within the organisation that it really is with a heavy heart that we say goodbye to him. During his recent tenure, Joe has led MullenLoweLintas Group to huge success within India, across the APAC region and on a global stage. The agency has been credited with many firsts for India including, the best new business performer for four years in a row, the number one Creative Agency in the World by WARC 100 (twice), consecutive double-wins at 4A’s Jay Chiat Awards and runner up for AdAge International Agency of the Year 2015. On behalf of the entire MullenLowe Group network I would like to take this opportunity to sincerely thank Joe who has built and led our business in India and South and Southeast Asia so successfully. He leaves behind a great team, legacy and business poised for even greater future growth.”

     

    George joined Lintas India in 1991, and has been with the company through its journey of evolution – from Lintas India to the MullenLoweLintas Group of today. George was appointed India CEO in 2011 and while continuing to be based in Mumbai, took on the additional responsibility of running the South Asia & Southeast Asia region for MullenLowe Group in 2016. He also serves on the Global Executive Committee of the MullenLowe Group network.

     

    During his six-year leadership, Mullen Lowe Lintas Group grew into one of the most powerful agency groups in India. Outperforming the industry right through this period, on business growth, organizational reputation as well as on creative output. It was also during this period that MullenLoweLintas Group emerged as the most consistently dominant performer in Market Effectiveness across the world. He was also the chief architect of the launch of the two new Indian agencies from the MullenLoweLintas Group – Mullen Lintas in August 2015 and the recently launched Point Nine Lintas.

     

    Speaking of this development, George said in a statement: “MullenLoweLintas Group in India today is in the best shape it’s been in for a very long time. I couldn’t be moving on at a better time, and any happier or prouder with what the 1000 of us have managed to achieve these past years. Alex and I have worked closely over the past 8 months on the transition plan; and with the road map and the leadership in place for all three agencies of MullenLoweLintas Group, I am confident that our agency network in India is ready to author its next chapter of success.”

     

    On the India transition planning, Leikikh added: “One of Joe’s greatest strengths has been his ability to develop world class business and creative leaders. Those people will now step up to continue our progress and evolution in one of the world’s most dynamic and important markets.”

     

    In his 18-month leadership of the South Asia & Southeast Asia markets, George focused on creating stronger and tighter management structures across the offices. He led IPG’s agency-acquisition in Sri Lanka and subsequently its overall transformation; the re-structuring of the MullenLowe Thailand and Vietnam operations, as well as putting in place the leadership and brand and business strategy for the MullenLowe Singapore office. Succession plans for Joe’s Southeast Asia responsibilities are in advanced stages of finalization, and will be announced by global CEO Alex Leikikh in the coming weeks.

     

    George concludes on a personal note: “This agency has given me everything. Probably more than I deserve! Twenty-six years can be a lifetime, but there’s an impatient excitement in me today to want to start all over again. Ironically and a tad illogically though, this urge to do so is because I have enjoyed every single day of my quarter century in this fabulous network”

     

    Hmmm. So the question is who’ll take charge of the mother ship after George exits in end-September. All the other captains – ArunIyer, Amer Jaleel, Raj Gupta, Virat Tandon and Vikas Mehta are now handling their own key functions. They’ve assumed fresh charge over the last two years and have their tasks cut out for them.

     

    So will it be an outsider – but part of the global/regional MullenLowe fold who will come here? Remember Charles Cadell was CEO for three years from 2008 to 2011. So since all the captains are busy with their own kingdoms, perhaps an expat may help ensure that all’s well and well-oiled.

     

    The Mullen Lowe Lintas Group has also also been doing very well on the effectiveness and strategy awards circuit, and while the next next Effies will happen in December 2017 and the preparation would’ve started under George’s leadership, what the direction of the agency on the effectiveness and creative awards front will be interesting to see.

     

    Will the new MLLG boss reverse the R Balki-Joseph George policy on not participating in creative awards, only time will tell. Until then, here’s hoping for a happy transition at the Mullen Lowe Lintas Group. One is also looking forward to what George’s dream project is all about. There are two bits in the communique that hint at what it could be: one it’s a big dream and second, he’s going “to start all over again”. So a start-up for sure. And unlikely to be another agency. So what next?

     

    Watch this space. Meanwhile, let’s hope there are no more announcements in adland. We’ve had enough.

     

  • Campaign celebrates the go-getter spirit of the Indian youth and positions TVS Sport as a true partner in their quest for success

    TVS Motors unveils ad campaign for TVS Sport

    By A Correspondent

     

    TVS Motor Company has launched a new advertising campaign for its motorcycle brand TVS Sport. The campaign follows the journey of a young boxer from a small village straight to the National Sports Training Facility in the city.

     

    Speaking about the campaign, Arun Siddharth, Vice President – Marketing (Motorcycles), TVS Motor Company said: “In today’s evolving India, success is not limited by geographies. The youth residing in small towns, harbour dreams of making it big in life and surpass every obstacle. TVS Sport with its unmatchable mileage, and durability gives them an edge on their path to achieving success beyond the prescribed boundaries. The film is an attempt to celebrate the spirit of such people who set their sights higher and overcome challenges.”

     

    Added Rajesh Ramaswamy, Executive Director, Mullen Lowe Lintas Group said: “Young Indians are determined to succeed, regardless of the obstacles in their path. We wanted to position the TVS Sport, which offers great mileage and durability, as the perfect partner for these young, go-getters who will stop at nothing to achieve their dreams. It’s a perfect fit and the ad captures both the mind-set of the youth today and the salient features of the bike.”

     

  • He was until now, President, Lowe Lintas in charge of the New Delhi (NCR) operations

    Naveen Gaur appointed COO, Lowe Lintas

    By A Correspondent

     

    Naveen Gaur

    Mullen Lowe Lintas Group announced the elevation of Naveen Gaur as Chief Operating Officer, Lowe Lintas. He was until now, President, Lowe Lintas in charge of the New Delhi (NCR) operations.

     

    Effective immediately, Gaur would oversee Lowe Lintas’ offices in New Delhi (NCR), Bangalore, Chennai, Hyderabad and Kolkata. He continues to be based in New Delhi and will report to Raj Gupta, whose elevation to CEO, Lowe Lintas was announced a few days back.

     

    Commenting on the appointment, Joseph George, Group Chairman & CEO, Mullen Lowe Lintas Group said: “Naveen has played a significant role in strengthening Lowe Lintas’ operations of New Delhi (NCR) and has had an incredibly successful run the past 5 years. His proven track record of driving growth and creative excellence makes him a very strong support for the Lowe Lintas leadership of Arun Iyer and Raj Gupta as we put in place an ambitious and futuristic road map for the agency.”

     

    Commenting on his appointment, Gaur said: “It’s a great opportunity and a privilege to further strengthen this great agency, as we move into this ever changing dynamic business environment. I look forward to partnering with Arun and Raj to drive this agenda.”

     

  • He would head the Gurugram office and report to Sriharsh Grandhe, Executive VP, who runs Lin Engage in India

    LinEngage appoints Gagan Pal Singh Nagi as VP & Business Head

    By A Correspondent

     

    Gagan Pal Singh Nagi

    LinEngage, the activation and experiential marketing agency of MullenLoweLintas Group announced the start of its Delhi (NCR) office to cater to clients in North India. Gagan Pal Singh Nagi has been appointed VP & Business Head – North for LinEngage. He will head the Gurugramoffice and report to SriharshGrandhe, Executive VP, who runs LinEngage in India.

     

    Commenting on the new setup, Vikas Mehta, Group CMO and President-Marketing Services, Mullen Lowe Lintas Group said, “As we move into the experience-age, activation is moving from the fringes of a marketing plan to its core. LinEngage is an essential component of our Marketing Services offerings as we strengthen our omni-channel capabilities. Over the past few months, Sriharsh and team have made significant strides in evolving LinEngage’s service-stack to reflect the needs of an experience economy. He’s quietly built a client portfolio in Delhi and we’re getting great traction from clients in NCR across product categories. The Gurgaon office will help us cater to their needs even better, and help further expand our portfolio.”

     

    Singh joins the agency from RK Swamy Hansa where he was General Manager and Business Head – North for Hansa Events, the experiential business unit.

     

  • HDFC Ergo aims to reach out to its consumers and communicate the importance of renewing their two-wheeler motor insurance

    HDFC Ergo entrusts LinTeractive with digital mandate for auto insurance campaign

    By A Correspondent

     

    HDFC Ergo General Insurance Company has appointed LinTeractive, the digital agency of Mullen Lowe Lintas Group, to put together a digital campaign for its two-wheeler motor insurance products. Through this campaign, HDFC Ergo aims to reach out to its consumers and communicate the importance of renewing its two-wheeler motor insurance.

     

    Speaking about the partnership, Mehmood Mansoori – Member of Executive Management and Group Head, HDFC Ergo General Insurance Company said, “Renewal of the two wheeler insurance policy does not take priority in the consumers mind, making it a low involvement category. The owner is more likely to forget this crucial requirement and leave it for the last moment. We look forward to working with LinTeractive and put out an exciting campaign which will innovatively push two wheeler owners to not miss the renewal of the policy.”

     

    Vikas Mehta

    Commenting on the win, Vikas Mehta, Group CMO and President – Marketing Services, Mullen Lowe Lintas Group said: “Buying two-wheeler insurance is mandatory in India. While that makes the category large, it also makes it somewhat commoditised. The task to differentiate a brand like HDFC Ergo, in a commoditized category, is both challenging and exciting. I loved the fact that they believe in a ‘digital-first’ approach and happy that they chose LinTeractive to make it happen.”

     

     

     

    Sumanta Ganguly

    Added Sumanta Ganguly, Executive Vice President, LinTeractive: “It’s rare that a campaign idea from a pitch meeting is also the campaign you end up doing, and HDFC Ergo was one such pitch. We are delighted to be working on this brand and the task of changing category codes of auto insurance.”

     

  • The agency was appointed after a multi-agency pitch and was granted the mandate for its distinctive PR and creative approach

    GolinOpinion wins the PR mandate for Dr. Oetker India

     

     

    GolinOpinion,the PR agency from the marketing services cluster of MullenLoweLintas Group, has won the PR mandate for food brand Dr.Oetker. The agency was appointed after a multi-agency pitch and was granted the mandate for its distinctive PR and creative approach.

     

    Commenting on the appointment, Oliver Mirza, MD & CEO, Dr. Oetker India said: “We needed a strategic communication approach, innovative ideas and a self-motivated team with a passion that resonates with our ideology. GolinOpinion came out as the right partner for our approach and we are confident that with this partnership we will be able to build and communicate our vision.”

     

    Commenting on the win, Ameer Ismail, Executive Director, GolinOpinion said:“We are delighted to have won the PR mandate for Dr. Oetker India. It’s amazing to see the positive inroads the brand has managed to make in India. We are excited with the vision they have drawn up for India and hope to achieve path-breaking results for them in the coming future. In this ever evolving PR industry, Dr. Oetker is a prestigious food brand that believes in taking every aspect of communication and brand value to the next level.”