MxMIndia

Tag: MullenLowe Lintas Group

  • Initiative undertaken in collaboration with Quantum Solutions

    MullenLowe Lintas Group commissions study to deconstruct Indian cultures

    MullenLowe Lintas Group has commissioned study titled ‘State of States’ to deconstruct the different Indian cultures. The initiative is undertaken in collaboration with Quantum Consumer Solutions, to partner their clients in helping create deeper meanings for brands at a local/ethnic/cultural/sub-cultural level and win in the marketplace.

    Commenting on the study, S Subramanyeswar, Group CEO – India & Chief Strategy Officer – APAC of MullenLowe Group said: “There is a rise in ethnic nationalism or localism or even ultra localism in India (and in fact, it’s a global phenomenon too), in which identity is defined by perceived genetic, religious, or linguistic heritage beyond the democratic ideals or principles and our timing of this “State of States” study, a marvel of insight and practicality, couldn’t have been better given the ‘Winning in many Indias’ agenda of many organizations in the country. While politicians use this to whip up fundamentalism outlining their terms of engagement, brands can certainly stoke pride, becoming the firms of endearment.”

    Sharing her enthusiasm on the partnership, Anju Joseph, Partner, Quantum Consumer Solutions added:  “Quantum is privileged to partner with a premier advertising agency like Lowe Lintas on this pioneering journey which dares to go beyond cultural stereotypes and seeks to truly and meaningfully understand what makes a culture tick. The findings have been revelatory and insightful. They provide a verdant landscape for crafting powerful brand strategies and creative expressions that resonate deeply with the audience. In retrospect, it is a wonder that no one has embarked on this audacious journey before this. But as Subbu says, everyone is not Lowe Lintas.”

  • To offer advanced strategic and creative services

    Lowe Lintas launches Lowe Lintas DX

    By Our Staff

     

    Lowe Lintas has launched Lowe Lintas DX, a digital creative unit, offering advanced strategic and creative services specifically designed for long-term brand building in the digital spheres.

     

    Said Arun Srinivas, Director and Head of Ads Business for Meta in India: “With digital emerging as one the biggest advertising medium in the country, there is a strong need to create new standards of brand building and advertising on digital platforms. Lowe Lintas DX has the potential to become an industry-leading hub of excellence, delivering strong business outcomes for brands that work with both Lowe Lintas and Meta. I am excited to deepen our support with MullenLowe Lintas Group and look forward to some path-breaking work with the team.”

     

    Added Subbu, Group CEO of MullenLowe Lintas Group & Chief Strategy Officer – APAC, MullenLowe Global: “Lowe Lintas DX, a game-changing offering from Lowe Lintas, strategically supported by Meta, is a living system for building brands in a futuristic way. In a rapidly accelerating digital-led marketplace that is characterised by data-driven technologies, our collaboration will explore constantly deepening experiences and smart growth ideas for brands that go far beyond the traditional methods giving businesses unceasing velocity and a competitive leg up. With this collaborative advantage, we are very confident it will enhance learning and possibilities, creating value for everyone in the play – the consumers, our brands, clients, Meta, and us.”

     

  • Explores impact of digital transformation on advertising and marketers

    IAA hosts first digital event TechPulse

    By Our Staff

     

    The India Chapter of International Advertising Association (IAA) hosted its first-ever onground digital event, TechPulse.

     

    The theme of the event, “Digital Transformation: Implications for Advertising and Marketers,” saw discussions on opportunities and challenges presented by the digital landscape. Said Neena Dasgupta, Chairperson, IAA TechPulse, and CEO & Founder of The Salt Inc Consulting, CEO of Aidem Ventures: “With TechPulse, we brought together some of the brightest minds in the advertising and market industry. Going forward, IAA TechPulse will provide a platform for industry professionals to learn, share, and collaborate on the latest developments in the field.”

     

    IAA India chapter TechPulse kicked off with a minute of silence in honour of Siddharth Rao, Co-Founder WebChutney (acquired by Dentsu) and Punt Partners. Neena Dasgupta and Avinash Pandey, President – IAA India Chapter and CEO, ABP Network, set the context for the event before a conversation by Megha Tata, CEO Cosmos-Maya, and Anant Goenka, Chairperson, IAA TechPulse & Executive Director, The Indian Express Group, on the change in content delivery in linear and integrated context.

     

    The main event began with a session by Neeraj Roy, Founder & CEO of Hungama Digital Media Entertainment Limited, on the role of technology in India’s digital foundation and the opportunities it presents for maximizing efficiency. The event also saw a session by Charulata Ravi Kumar, MD of Accenture, on the topic of digital disruption and its impact on socio-economic changes.

     

    Karthi Marshan, Advisor, Kotak highlighted on the need for cautiously adopting the latest developments specifically in the areas of Banking and Finance. Niraj Ruparel, Emerging Tech Lead at GroupM/WPP presented some novel applications of Generative AI. Tarun Katial, Founder & CEO of COTO App discussed the marketer’s dilemma in the conversational AI era and how to solve it.

     

    TechPulse also featured a panel discussion on “Marketing Solutions in a cookie-less world,” moderated by Nandini Dias, Former CEO, Lodestar UM. The panel members, Prasad Shejale, Founder & CEO, Logicserve Digital, Sanjay Sindhwani, CEO, Indian Express Digital, Siddharth Dhabade, Managing Director, MiQ, and Neil George, Managing Director, Nivea India, discussed the challenges and opportunities of marketing in a cookie-less world.

     

    Satya Raghavan, Director Marketing Partners at Google India, highlighted developments happening at Google in understanding consumer behaviour given emerging environmental and contextual constraints. Shilpa Sadana, Associate Director of Sales at Affinity Global Advertising and Ritu Mittal, Head of Marketing and Digital at Bayer Consumer presented a case study highlighting the significance of research insights in formulating creatives for digital platforms.

     

    The need for integrated media measurement and possible guidelines for it was presented by Priya Choudhary, Director of Business Solutions & Insights at Google India. This was followed by an panel discussion, moderated by Vivek Malhotra, Group CMO (India Today Group) and COO Consumer Revenue, focused on the new world of cross-media measurement. The panel members, L V Krishnan, CEO, TAM Media Research, Anand Chakravarthy, Chief Growth Officer, Omnicom Media Group, Vishal Chinchankar, CEO, Madison Digital, Gowthaman Ragothaman, Founding CEO of Aqilliz, and Prasun Basu, Head of Growth and Digital Transformation, Kantar, discussed the need for cross-media measurement and the challenges that come with it.

     

    The last session was by Amer Jaleel, former Group Chief Creative Officer and Chairman of MullenLowe Lintas Group, on the importance of creativity in the world of technology, data, and methods.

     

    The event also announced innovation awards to recognise the enterprises and the foresight of individuals to implement innovative thoughts into action. The innovation awards were identified under four segments – Marketing, Media, Agency and Platforms:

    :: Prasad Pimple, EVP and Head of Digital, Kotak Life was presented the innovation award for going deep into customer mindset segmentation and linking psychographic triggers to behaviour to unlock value across all digital activities.

    :: Niraj Ruparel, Emerging Tech – Lead at GroupM/WPP for diving deep into Conversational AI and Metaverse and bringing the two together to unlock and implement some of the best experienced innovations.

    :: Neha Barjatya, Director Marketing, Google India for combining the power of platforms and the ambition of empowering rural women to create sustained opportunities and strong communities.

    :: Vivek Malhotra, CMO India Today Group and COO Consumer Revenues for innovating on integration content, context and audience behavior to grow the customer base exponentially.

     

  • In a strategic re-alignment from the previous model, all functions of the group will now report to Subbu

    It’s official now: Exit Amer Jaleel and Virat Tandon, Enter Subbu as new Group CEO

    By Our Staff

     

    S Subramanyeswar
    S Subramanyeswar

    MullenLowe Group has announced the appointment of S Subramanyeswar, aka Subbu, as the Group Chief Executive Officer of MullenLowe Lintas Group India, effective immediately. MxMIndia was the first to report on Amer Jaleel and Virat Tandon moving on.

     

    In a strategic realignment from the previous model, all functions of the group will now report to Subbu. In addition, Subbu will continue to directly lead the Strategy function for the Group in India and maintain his role as Chief Strategy Officer for the MullenLowe APAC region.

     

    Alex Leikikh
    Alex Leikikh

    Speaking about the new era, Alex Leikikh, Chairman of MullenLowe Group and Executive Vice President of Interpublic Group, said: “During these transformative times where we are all facing many challenges, I believe, there is no better person to lead MullenLowe Lintas Group than Subbu. He is a proven leader with hard-core strategic skills, business imagination and the ability to bring people together. Subbu has a global perspective on how brands, communication and technology will intersect in the future. He’s also a big believer in brand purpose. This combination is exactly what we need as the company enters the next chapter.

     

    As we move into this new era, I want to thank Amer Jaleel and Virat Tandon for their dedication, passion and leadership throughout the years for us and all of our clients. I wish them the best on their next endeavours.”

     

    Since joining the company in 2011, Subbu has played a leading role in MullenLowe Lintas Group becoming the No.1 agency in India and APAC, and No.2 globally on the Effie Index ranking. MullenLowe Lintas Group was also awarded ‘Agency of the year’ several times at India and APAC Effies, and by Tambuli, Campaign South Asia, Ad Age, and WARC with Subbu helming the leadership from the strategy end.

     

    Excited about his new responsibility Subbu said, “Lintas is one of those extraordinary institutions to have truly impacted Indian society for decades through big, bold, culture-leading ideas based on a decisive stand taken by the brand. I couldn’t be more honoured to have been given the charge to lead the company at a very important time. The opportunity that lies ahead in an ever-expanding world of possibilities is limitless, but to seize it, we must focus precisely, move at a rapid pace, and be transformational. A big part of my job is to widen our creative and strategic aperture to innovatively apply technology and talent to solve new problems for clients, for people, and the world at large. I’m excited, grounded on the challenges, and upbeat, all at once.”

     

  • To develop premium unscripted series

    Ravi Shastri teams up with Lintas C:EX

    By Our Staff

     

    Lintas C:EX Entertainment, the content business vertical of the MullenLowe Lintas Group, under the leadership of Yogesh Manwani has teamed up with Ravi Shastri for an unscripted series. Conceptualised by Lintas C:EX Entertainment, the series will be headlined by none other than former India men’s cricket captain, coach and commentator Ravi Shastri.

     

    Said Amer Jaleel, Group CCO and Chairman of MullenLowe Lintas Group: “Since we began Lintas C:EX Entertainment last year, we have been exploring ideas that resonate with our vision and help set new benchmarks in the premium content space. The concept of this global unscripted series with Ravi is a testament of that vision. We are glad that Ravi shares our belief and passion for this concept and got on board right away. We are excited to partner with him and there could not have been a better start to our innings in the premium content business.”

     

  • Amer Jaleel, Ashwini Deshpande, Bobby Pawar, Chaaya Bharadwaj join jury chair panel

    Abby 2022 announces jury chairs

    By Our Staff

     

    The Abby Award Governing Council has announced jury chairs for judging the 2022 edition. These include (in alphabetical order of their first names):

     

    Amer Jaleel, Group Chief Creative Officer and Chairman of the MullenLowe Lintas Group, Ashwini Deshpande, Co-founder and Director of Elephant Design, Bobby Pawar, Chairman & Chief Creative Officer, Havas, Chaaya Baradhwaaj, Founder & MD, BC Web Wise Rahul Mathew, Chief Creative Officer, DDB Mudra Group and Rajdeepak Das, CEO & Chief Creative Officer, South Asia, Leo Burnett.

     

  • Chronicles over 25+ successful brand stories

    MullenLowe Lintas launches commemorative book

    By Our Staff

     

    MullenLowe Lintas Group has launched a book to showcase what it callsits purpose-led brand building philosophy – ‘Brands to Stands’. The book has been authored by S. Subramanyeswar (Subbu), Chief Strategy Officer – Asia Pacific and Head of Global Planning Council, MullenLowe Group

     

    The book has learnings from brands such as Tata Tea, Surf Excel, Havells, Axis Bank, Swiggy, Lifebuoy, Bajaj Avenger etc. It also features a prologue by film-maker and former Chairman & CCO of MullenLowe Lintas Group – R Balki, and an epilogue by Harish Bhat, Brand Custodian, Tata Sons.

     

    Commenting on the occasion, Amer Jaleel, Group CCO and Chairman, MullenLowe Lintas Group said: “Our work has been spoken of at various forums and awards separately because it’s always been brand-linked, client-linked. It deserved to be celebrated together because when you see just a fraction of what Lintas has produced over the years you can see the patterns of our thinking, the volume of our contribution to the world of marketing and the scale of our impact on the work being churned out today.”

     

    Added Virat Tandon, Group CEO, MullenLowe Lintas Group: “Our journey on Brands to Stands started much before the term brand purpose became popular. It is an approach that has helped provide a long-term distinctiveness to the brands and create respect and love for it. The book covers 25+ cases that have set a benchmark in the world of branding and marketing. These ideas have won the effectiveness awards at every level – India, Asia and the world. We have a robust strategy process to arrive at the brand purpose and point of view and the creative mastery to craft that into a narrative that is fresh and yet consistent over time.”

     

    Talking about ‘Brands to Stands, Subbu said, “Marketing will significantly benefit as brands take stands in a world that will no longer stand for a glut of commoditized products and services without any meaning. Our book ‘Brands to Stands’ floats an idea that inspires brands and businesses to embrace this fresh new wave of thinking by showcasing how some of India’s top brands have positively impacted the way society at large thinks and behaves. Each of the brand stories chronicled in the book captures a wealth of marketing wisdom, powerful insights and memorable anecdotes from their respective brand custodians as well as prominent industry experts. The book appeals equally to corporates, entrepreneurs, students and about anyone who wants to elevate the role of brands to ensure that they are in the vanguard of transforming society. This is not a book with an end, but one that prompts a new beginning.”

     

  • This is the third senior leadership appointment by MullenLowe Lintas Group

    Lintas C:EX appoints Niranjana H as Creative Director – Brand Solutions

    By Our Staff

     

    Niranjana H
    Niranjana H

    Lintas C:EX Entertainment, the newly launched branded and original content division of MullenLowe Lintas Group, has appointed Niranjana H as Creative Director – Brand Solutions as part of the Lintas C:EX Entertainment creative team to lead Brand Solutions.

     

    According to a communique, the MullenLowe Lintas Group aims to strengthen its foothold in the original and branded content space through Lintas C:EX Entertainment. The Group had appointed Yogesh Manwani as President to lead its entertainment content business followed by Shailendra Jha’s appointment as Lead Content Advisor – Fiction Originals. “This new appointment is another step in the direction of furthering the divisions’ vision of telling impactful and entertaining stories,” notes a communique

     

  • As Lead Content Advisor – Fiction Originals.

    Shailendra Jha to join Lintas C:EX Entertainment

    By Our Staff

     

    Lintas C:EX Entertainment, a vertical under MullenLowe Lintas Group’s newly introduced division Lintas C:EX (Lintas Creative Executions), has announced Shailendra Jha as its Lead Content Advisor – Fiction Originals. Lintas C:EX Entertainment is a foray by MullenLowe Lintas Group into the original and branded content space. The Group had recently appointed Yogesh Manwani as President to lead its content business.

     

    Speaking about Jha’s appointment Yogesh Manwani, President, Lintas C:EX Entertainment said: “For Lintas C:EX Entertainment, collaborating with like-minded storytellers to curate a slate of original content IPs is a key purpose. Shailendra’s appointment is a step in the direction of furthering our vision of telling impactful and entertaining stories. We are happy to associate with him on this journey and look forward to his contribution in helping curate an inimitable slate of fiction originals.”

     

    Commenting on his new role, Jha added: “I am delighted to associate with Lintas C:EX Entertainment at a time when streaming entertainment in India is witnessing significant growth and the demand for premium content is on the rise. The time is ripe for varied stories and storytellers like Lintas C:EX. I look forward to working with Yogesh and the Lintas leadership to curate and create good stories.”

     

  • Suradkar was until 2020 at MullenLowe Lintas Group where she was the Group Chief HR Officer

    Tilt onboards Michelle Suradkar as COO

    By Our Staff

     

    Michelle Suradkar
    Michelle Suradkar

    Mumbai-based brand and communications consultancy Tilt has got onboard Michelle Suradkar as its Chief Operating Officer. She comes on board effective November 15 , and will report into Joseph (Joe) George. Suradkar was until 2020 at MullenLowe Lintas Group where she was the Group Chief HR Officer. She was also part of the group’s managing committee. An MBA from Jamnalal Bajaj Institute, Suradkar started out with the Coca-Cola company before joining Lintas, where she was, for almost 20 years.

     

    Speaking on the appointment, George, who is Founder & CMD, Tilt Brand Solutions, said: ”We are at a very exciting and critical juncture at Tilt. We have been fortunate to have had a terrific run the first 3 years of our existence; and this has given us confidence to shift gears as we ready up to manage scale and the accompanying complexities. Michelle is someone whom I have worked with very closely for almost a decade when at Lintas; and her competencies, interests, work ethic and energy is just what we all at Tilt need as we embark on the next phase of our journey at Tilt. I am both grateful and excited that she has agreed to take on this responsibility”

     

    Speaking on her appointment at Tilt, Suradkar added: “I have watched with admiration how Tilt has gone about building itself these past three years, and I am not surprised with what they believe they can achieve from here on. Scaling up while continuing to deliver to clients the brave and effective work they have come to expect from Tilt is a task that is as exhilarating as it is challenging. I am looking forward to us building a world-class, made-in-India model which becomes the benchmark for our industry.”

     

  • Also gets an honourable mention for its work on Lifebuoy and Wheel

    MullenLowe aces at Jay Chiat 2021

    By Our Staff

     

    MullenLowe Lintas Group picked up two Golds and an honourable mention for its work on Lifebuoy and Wheel, respectively at 4A’s Jay Chiat Awards,. It is the only agency from India to win at 4A’s Jay Chiat Awards this year held as a virtual event on September 13, 2021.

     

    Virat Tandon
    Virat Tandon

    Said Virat Tandon, Group CEO, MullenLowe Lintas Group said: “4A’s Jay Chiat finds global acclaim and is possibly the toughest strategy award to win. It is a privilege for MullenLowe Lintas Group, India to have won it six times, something very few agencies in the world can boast of. The twin Gold wins for Lifebuoy this year is a great endorsement for the purpose-led work we believe in driving for our brands. A big thank you to our clients at Unilever for wholeheartedly partnering us in our vision for the brand. Kudos also to our colleagues at MullenLowe Singapore, MullenLowe Salt and Weber Shandwick for supporting the ‘H is for Handwashing’ campaign. An honourable mention for another of our strong purpose-led work, the “Ghar se career” project for Wheel is also very encouraging and spurs us to do better.”

     

    Added Sagar Kapoor and Prateek Bhardwaj, CCOs, Lowe Lintas added: “As Lintas, we have always been a passionate practitioner of purpose-led brand-building. While one campaign is of a global scale and the other focuses on the local insights, both have an element of purpose at their core, that has resulted in success for the brands in the marketplace as well as with the audience. Both these brands are super active in their ‘brand do’ and shall continue to do so regardless of awards and rewards.”

     

  • As COO for Unilever, South Asia and Chief Growth Officer

    Lowe Lintas elevates Anaheeta Goenka

    By Our Staff

     

    Anaheeta Goenka
    Anaheeta Goenka

    Lowe Lintas has announced the elevation of Anaheeta Goenka as its Chief Operating Officer for Unilever, South Asia and Chief Growth Officer. Having spent three decades working at the agency network, Goenka has had a role to play in shaping quite a few large multinational, Indian as well as start-up brands and is a name to reckon with in the industry.

     

    Virat Tandon
    Virat Tandon

    Announcing Goenka’s elevation, Virat Tandon, Group CEO at MullenLowe Lintas Group, said: “Ana (as Anaheeta is fondly known) has been a strong management pillar handling several Unilever brands and other business relationships. She has left her mark on so many brands and earned massive respect and love from clients and colleagues alike. Ana has the strategic clarity to steer a brand to success as well as the enthusiasm and fierceness for new business development like no other. I am sure she is the best choice for us to lead the Unilever portfolio as well as the strategic business development efforts of the agency.”

     

    Added Goenka: “It is great to be part of a dynamic ecosystem that operates at a fundamental level with ‘intention’ & ‘attention’ for all its brand work and strategic practice. Here’s to growth emanating from more purposeful work for Lowe Lintas and a healthy dose of disruption along with it.”