MxMIndia

Tag: Mullen Lowe

  • Presents sunglasses as more than fashion

    Mullen Lowe films campaign for Fastrack

    By Our Staff

     

    Fastrack sunglasses has launch a new brand campaign titled #NecessoryNotAccessory. Conceptualised by Mullen Lowe Lintas, the campaign is showcased through three multi-concept films.

     

    Said Maneesh Krishnamurthy, Head of Marketing, Eyecare Division Titan Company: “In a tropical country like ours, sunglasses are a must-have. For decades, sunglasses have been marketed as a fashion accessory only but that is not just, why they were created. With #NeccessaryNotAccessory we want to bring new users to the category and grow it by showing the consequences of missing your sunglasses on your next holiday. We believe your beach holiday will never be the same after you experience it with polarised sunglasses nor will you experience the blinding effect of the Indian summer sun with the right mirrored sunglasses. We are ‘educating’ with a Fastrack quirk.”

     

    Added Sonali Khanna – President & Head of Lowe Lintas, South: “Fastrack is a brand where we’ve always made unconventional campaigns to match their unique products. Hence, we decided to push this from merely a ‘feature-education’ piece to a fun and interesting narrative on why sunglasses are ‘Necessary not Accessory’.”

     

  • Introduces an exclusive range of super premium interior and special effects paints

    Dulux Ambiance launches new brand announcer campaign

    By A Correspondent

     

    AkzoNobel has unveiled a new brand campaign promoting its Dulux Ambiance Velvet Touch offering. The campaign has been created by Mullen Lowe for countries that are launching the new product.

     

    Said Rajiv Rajgopal, Managing Director, AkzoNobel India: “Keeping in mind the upcoming festive season where consumers will be sprucing up their homes, we are elated to introduce the global brand for Super Premium Interior- Dulux Ambiance. India is the first country in South Asia where we have introduced the special effects collection. It’s a unique offering for our Indian consumers. It has been our endeavor to continuously develop innovative products, use our global expertise and local understanding to delight consumers.”

     

    Added Alex Okada, Global Creative Director at MullenLowe: ​ “We wanted to capture not only the joy of the colours, but also the special effect textures of the new Ambiance range. Dance is the perfect way to express these features. The whole campaign is very sensorial. You see the colours, you can almost touch the textures, and you feel the vibe of the different dance styles. The doubts we all face when choosing the perfect colour for our home was the starting point for this campaign. The coloured paint characters show off and compete for the consumer’s attention using all their individual qualities. The work highlights how the colours and textures you choose to paint your home with say a lot about yourself, since the desired paint and effect is an expression of your own mental process.”