Gemini Cooking oil has unveiled the brand’s new campaign ‘Apna Parivaar Apni Gemini’ which highlights the long-lasting relation between Gemini and its consumers across generations.
Speaking on the launch of the new campaign, Neelima Burra, Chief Marketing Officer and Business Head – Health & Wellness, Cargill Foods India said: “With the new campaign, we are furthering the brand promise of goodness of health with Nutri-V i.e. Vitamins A, D & E and reassurance of generations. In the coming months, there will be an anticipated portfolio extension for our brand Gemini – to continue to serve our consumers as well as enhance our relevance with the next generation of health-conscious consumers.â€
Speaking on behalf of Lowe Lintas, Naveen Gaur, Chief Operating Officer, Lowe Lintas said: “Dealing with heritage brands is always a challenge as one has to maintain that fine balance of not alienating your core base but at the same time factoring in the emerging trends. Gemini has been a part of the traditional Maharashtrian Kitchen for over three decades. The current campaign beautifully celebrates this association with the evolving Maharashtrian consumers.â€
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.â€
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.â€
OLX has announced the launch of its latest brand campaign that has gone live on television and digital, and will be amplified across radio, social media, and out-of-home in the coming weeks.
Known as the ‘6 Months Break-Up Challenge’, the campaign urges people to sell pre-owned goods that they haven’t used for at least six months. The campaign is based on the insights gathered from CRUST (Consumer Research on Used-Goods and Selling Trends), OLX’s annual consumer survey to understand user behaviour towards used goods, as well as other consumer trends.
According to CRUST 2016, conducted by leading research firm IMRB, stocking is the most common activity pertaining to pre-owned goods, and Indians are stocking unused goods to the tune of ₹ 78,300 crores in their homes. The survey had also revealed that 37 per cent of the respondents cite the age-old excuse of ‘I’ll use it one day’ as their top reason for stocking used items.
Said Amarjit Singh Batra, CEO, OLX India, ​​“There are still so many people in India who arestocking things they have no use for under the excuse that they’ll use it one day. This leads to inefficiency in our lives, in the economy, and in our society. The Rs 78,000 crore of pre-owned goods being stocked in Indian homes has the potential to find its way back into the economy and into our lives, but it’s lying idle and being wasted. We want India to unlock the potential of these pre-owned items by looking inside their homes. This will help bring about a bigger change by letting us consume more judiciously and wasting less.â€
Conceptualised by Lowe Lintas, the ‘6 Months Break-Up Challenge’ campaign focuses on both the buyer and the seller, highlighting the ease and the convenience of the hyper simple buying and selling experience in a trusted environment.
Said Naveen Gaur, President, Lowe Lintas: “In this campaign, we wanted to continue the journey we had started with in our last campaign, where we managed to pitch the brand in a cooler, younger, and trendier way to the youth. Our task here was to make people realise that everyone had something or the other lying around that they were not using on a regular basis. We wanted to seed the behaviour of selling these lesser used goods rather than letting them become a blind spot. The creative idea was to encourage the audience to take up the 6 months’ challenge, where they could identify things that they had not engaged within 6 months, and then “break up†with those things by selling them on OLX.”
Leading FMCG company Cargill Foods India has appointed Lowe Lintas for the creative duties for consumer brands – from edible oils to atta.
The pitch was announced for Cargill Foods India’s brands, such as the Leonardo range of Olive Oils, Nature Fresh range of edible oils, Nature Fresh Sampoorna Chakki Atta, Sweekar Refined Sunflower Oil, Gemini Refined Cooking Oil, Sunflower Vanaspati and Rath Vanaspati. Out of the 11 agencies, Lowe Lintas is said to have brought it alive in the form of creative advertising ideas and communication with a 360 degree integrated approach.
On this new journey, Neelima Burra, Chief Marketing Officer at Cargill Foods said, “Edible Oil is a highly fragmented and regionalised market. Cargill India follows multi brand approach and micro-marketing strategy to win in market place. Looking at the business dynamics, in last two years we have rejigged our portfolio and brand positioning. We thank our earlier agencies Leo Burnett and FCB Ulka, who helped us to re-position and re-launch our brands. I really appreciate their efforts in helping us evolve our campaigns and make them noticeable. We are extremely choosy of our approach to businesses and marketing. While our products and brands are doing well in top league, we believe customized campaign approach is pivotal for success in Edible Oil Market. The brief we shared and the ideas proposed by Lowe Lintas were in complete sync with the ethos of the brands which were pitched for. We are excited on this association to lead all our brands to a leadership position in consumer’s hearts and minds“.
Said Naveen Gaur, President, Lowe Lintas, Delhi: “We are truly excited about our partnership with Cargill. At Lowe, we have a tradition of building brands which not only enjoy mass support but also become a part of everyday conversation. And that’s exactly been the crux of our conversations with Cargill. Looking forward to create some great pieces of work!â€
The MullenLowe Lintas Group has been mandated to offer its creative and digital services to rice brand India Gate Basmati Rice. While Lowe Lintas Delhi will handle the creative services for the brand, LinTeractive will work towards offering core digital capabilities.
The multi-agency pitch saw participation from a host of agencies who were edged out by the Delhi offices of Lowe Lintas and LinTeractive for their conviction of offering the client an effective creative approach that would lead to high ROI for the brand. The duo would work towards making India Gate Basmati a household name that all can count on and consume with pride.
India Gate Basmati Rice is part of KRBL Limited, which is a 120-year-old firm dealing in branded basmati rice. Commenting on the association with the two divisions of MullenLowe Lintas Group, Ayush Gupta, Marketing Head, KRBL Limited said: “We have decided to associate ourselves with Lowe Lintas Delhi, which is currently the top creative agency in the world as per Warc 2016, and also LinTeractive as we saw immense promise in their plan for our brand. Our decision was based on the agency’s reputation for delivering the highest ROI to its clients with their creative effectiveness and problem-solving attitude. We are confident that India Gate Basmati Rice will become a household name in the coming months and be a highly preferred option for consumers throughout the country.â€
On winning the new mandate, Naveen Gaur, President, Lowe Lintas Delhi said: “Rice consumption seems to be a popular trait that most consumers enjoy in the country. We are excited with the core idea that we have drawn up for the brand and hope to see it scale even greater heights going forward.â€
Adding his views, Sumanta Ganguly, EVP-LinTeractive said, “We believe it’s a great opportunity to use content as a key differentiator to deliver consistent engagement in today’s ever trending digital media environment.â€
TravelTriangle, a leading online holiday marketplace has appointed Lowe Lintas Delhi to handle its creative duties. A host of agencies competed for the account but Lowe Lintas Delhi was shortlisted for its clear understanding of the brief and suggesting a plan that resonated with what the brand had in mind for the Indian market.
​Commenting on the appointment, Sankalp Agarwal, CEO & Co-founder, TravelTriangle said, “TravelTriangle is built on a unique business model and communications is strategic to our category. With Lowe Lintas as our creative partner, we hope to make definite strides towards improving our brand offering in the market.”
Naveen Gaur
​On the new business win, Naveen Gaur, President, Lowe Lintas Delhi said, “Indians are now holidaying and traveling more often both domestic and internationally as well. Amidst the presence of local travel agents and variety of online travel portals catering to travelers, we saw the uniqueness of TravelTriangle – a product which makes for a seamless and pleasurable holiday planning and booking experience which Indians will really value. We are excited to leverage this innovative product and build a strong consumer brand which challenges the status quo in the category.â€
​TravelTriangle is an online travel planning portal with a network of more than 600 travel agents located in India and abroad. Based out of Noida with a team of 300 people, the company is the brainchild of three IIT alumni – Sankalp Agarwal, Sanchit Garg and Prabhat Gupta. ​As the name suggests, it’s an eco-system play of three constituents: travelers, travel agents, and an efficient marketplace. The USP of the platform is in its personalized approach, customer oriented product and reliable fulfillment. Operating in 60+ destinations, TravelTriangle has served over half a million travelers till date.
​This win marks another one for Lowe Lintas Delhi that has been seeing steady business growth over past few months. A few brands that Lowe Lintas Delhi handles include Vivo, Google, HouseFull, Youtube, Olx, Pepmelt, Revital, Zopper etc.
About Lowe Lintas:
Lowe Lintas is a creative agency offering from MullenLowe Lintas Group, India. Headquartered in Mumbai, it has a strong presence throughout India with offices in Ahmedabad, Bengaluru, Chennai, Hyderabad, Kolkata, New Delhi (NCR) and Pune. Lowe Lintas lends its branding and creative expertise to a host of clients in India and the Asia Pacific including HUL (for which the agency handles 21 brands), Axis Bank, Britannia, Dabur, Flipkart, FreeCharge, Google, Idea Cellular, MRF, OLX, Tanishq among others.
MullenLowe Lintas Group is one of the largest country operations of the MullenLowe Group (part of the Interpublic Group of Companies (NYSE: IPG). It has operating divisions in advertising (Lowe Lintas, Mullen Lintas), design (dCell), PR (GolinOpinion), brand consulting (LinConsult), experiential marketing & activation (LinEngage), video content (LinProductions) and digital marketing (LinTeractive) that manage 300+ clients. With a talent pool of over 900 people across 7 cities in India, MullenLowe Lintas Group currently manages more brands amongst the Top 10, Top 20, Top 50 and Top 100 of AC Nielsen-Brand Equity’s India’s Most Trusted Brands (2013 and 2014), than any other agency in India. In February 2015, MullenLowe Lintas Group was ranked the No. 1 creative agency in the world in effectiveness by the World Advertising and Research Council’s report, WARC 100. Recently, the group was declared the Effie Agency of the Year for 2015 in India.
To know more about MullenLowe Lintas Group, visit us at www.mullenlowelintas.in or follow MullenLowe Lintas Group on Twitter, Facebook, LinkedIn or YouTube
For further information, please contact:
GolinOpinion                                                        MullenLowe Lintas Group
Aparna Mehrotra                                                Johnson Napier
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Keeping its focus on India, Google is trying to enhance consumer experience through their products and their effort to make internet more accessible to a larger pool of people. And, in order to do so, it has released its digital film titled ‘The Hero- A Bollywood story’. The film has been conceptualised by Lowe Lintas, Delhi.
The agency had to crack an idea which not only impacted the masses but one that appealed to a wider audience across the country. They used the context, which most Indians can relate to- the context of unfulfilled dreams. Mostly, people tend to forget and move on from their unfulfilled dreams. The film highlights how Google, in its own way, can help you find that dream and chase it. To add a relatable and relevant touch, the agency has incorporated Indian cinema as a background. Bollywood is synonymous to hopes and dreams of thousands in our country, and through this film Google has tried to focus on cinema from a product perspective- enhancing film search results and create a range of search experiences especially for Indian cinema.
Commenting on the new campaign, Sapna Chadha, Marketing Head, Google said: “Google has a long history of building products for India, and we wanted to make sure that when these millions of Indian cinema fans pick up their phone and ask Google about their favorite films, actors or songs, they get a delightful, local experience.â€
The film is about the journey of a father-son duo, where in the son is trying to fulfill his father’s long lost desire to work in movies. It is about them rediscovering dreams – Bollywood style – with Google Search by their side.
Arun Iyer, Chief Creative officer, Lowe Lintas said, “With a nation that’s crazy about cinema, thousands of people land up in Mumbai every day to be part of this magical world. But very few get to live their dreams. This film was inspired by those lost dreams and new journeys. The story was created around the product that takes you on an emotional journey.â€
Commenting on the campaign, Naveen Gaur, President, Lowe Lintas said, “Nothing unites this nation like cinema does. So we took that as the context to expand the relevance of Search in people’s everyday life. Cinema is so engrained in us that we always endlessly want to know about films and the stars. Google with its enhanced search does a great job in helping people know anything about Movies and much more.â€
HouseFull, a furniture brand with strong online presence, has awarded its agency mandate to two divisions of the MullenLowe Lintas Group. Lowe Lintas Delhi takes on the creative agency role for HouseFull, while LinTeractive Delhi takes on digital marketing. The two divisions will collaborate and work as a seamless on and offline team and partner HouseFull.
With over a decade of expertise in making furniture, HouseFull has helped numerous customers in making their homes more aesthetic and beautiful. Their designs are not just desirable but have an international feel as well. Their products are known for undisputed durability and quality, offered at a compelling price.
Akshay Chaturvedi
Commenting on the appointment, Akshay Chaturvedi – CEO, HouseFull said, “We welcome Lowe Lintas & LinTeractive as our brand partners for HouseFull. We were really impressed with their holistic thinking that went beyond the conventional approach. The thing about Lowe Lintas is that apart from a fantastic creative sense, they possess a sharp business acumen which is strategically superior to its peers. This is important for a brand like ours which has aggressive plans and wants to have a nimble startup-like culture with an eye on a rapid scale-up.â€
Naveen Gaur
On winning the new mandate, Naveen Gaur, President, Lowe Lintas Delhi said, “We are thrilled to win the communications mandate for a brand like HouseFull, which has taken it upon themselves to be extremely aggressive challengers in the highly competitive sector of online furniture and home decor. We at Lowe Lintas, will bring to the table, our sharp and insightful understanding of the e-commerce business along with the emerging modern Indian buyer. What makes it special is that we managed to win the mandate for both above-the-line as well as digital communication. We approached the problem in an integrated manner, with a motley crew of our folks from different specializations and the results are extremely encouraging to say the very least.”
Sumanta Ganguly, EVP – LinTeractive added, “We see a great opportunity in HouseFull to win category conversations through our platform thinking and creative approach. A category that is today in a hyper-competitive state requires not just creative thinking but also focus on pushing the right interactions on the platform.”
As part of Revital’s future growth plans, it has unveiled a new campaign featuring youth heartthrob and captain of the Indian cricket team Mahendra Singh Dhoni.
For Revital H’s next leap, it was imperative to further enhance its relevance and be seen as a partner in good health offering not just physical energy but also mental agility. The need was for a persuasive and well differentiated messaging delivered through a brand endorser who strongly personifies both physical fitness and mental alertness. With that intention, the most successful Indian cricket captain MS Dhoni was roped in as Revital H’s brand ambassador.
The integrated campaign, created by Lowe Lintas Delhi rests on the powerful and intrinsically Indian insight that often success is attributed to luck thereby diluting all the effort that goes behind the achievement. The campaign vividly attempts to correct this misnomer and pave way for the brand as a partner of success while embodying hard work and mental alertness. Dhoni resoundingly captures and brings alive this brand idea by pulling out a day in his life to a person who’s ascribing his success to luck.
Naveen Gaur
Commenting on the new campaign, Naveen Gaur, President, Lowe Lintas Delhi said, “The challenge for the agency was to take a really popular leader brand like Revital H to the next level of growth by creating a highly persuasive campaign. In its attempt to become a fast-evolving, achiever society there is a huge stress that’s laid on professional and personal success among individuals. The campaign attempts to position Revital H as a partner of success.â€
Arun Iyer
Sharing his thoughts on the campaign approach, Arun Iyer, Chief Creative Officer, Lowe Lintas said, “The campaign stems from the interesting insight that many times the success achieved by others is ascribed to their luck and all the effort that goes behind gets diluted. We took a leap on this insight and created communication that most Indians would resonate with.â€
Subodh Marwah
Adding his insight on the new campaign, Subodh Marwah, VP & Head, Sun Pharma Consumer Health Care said, “The goal now is to expand our reach and induce higher trials and we plan to do it in a way that will be well received by the consumers. In Mahendra Singh Dhoni, we have found a perfect ambassador who is not only a physically fit athlete but also boasts of extreme mental agility – attributes that define Revital H at its core.â€
Revital H is positioned as daily health supplement for overall health and wellbeing, with H connoting ‘Health’. It is a complete and balanced daily health supplement that contains vitamins, minerals and ginseng. Revital H is the flagship brand of Sun Pharma Global Consumer Healthcare.
The campaign will go on air during the T20 Cricket World Cup and would span the offline and online mediums for maximum reach.
With the excitement around the much anticipated ICC T20 World Cup, Google unveiled its latest Ad campaign highlighting a range of cricket Search features on its Google app.
From a range of power packed features such as score updates to match schedules in English and Hindi these features offer a front row seat to all the games. The new Search experience also includes news articles related to games, teams and players, as well as score boxes with in-depth game stats.
Further creating awareness around these new features, the two ad films highlight the benefits of the app. Conceptualized by Lowe Lintas Delhi, the new campaign helps communicate that cricket lovers can easily get answers to any questions about cricket through the Google App from score updates  to schedules, from cricket gear to trivia.
Commenting on the new campaign, Sapna Chadha, Head of Marketing, Google India, said: “Being away from the action can be frustrating, but from today you’ll never have to miss another moment with the launch of new cricket experiences on the Google app.â€
Sharing his views on the creative approach behind the campaign, Arun Iyer, Chief Creative officer, Lowe Lintas said, “Die-hard fans of cricket will stop at nothing to get the updates on scores or any information related to cricket. This element has been captured beautifully through the two films that goes on to show that no matter what you cannot take cricket out of a fan, and it’s only through relevant and timely information that you can go one-up with them.â€
Adding to this, Naveen Gaur, President, Lowe Lintas said, “Cricket is the biggest passion of this country where every Indian is a bigger cricket lover than the next one. And as one of the leader brands creating a digital world, it’s only natural that Google becomes the most preferred platform for any cricket related queriesâ€.
The campaign will be aired during the upcoming T20 Cricket World Cup and also IPL 2016 and will span essential on and offline mediums.
Having won the rights to partner the Indian Premier League (IPL) for 2016 & 2017 as Title Sponsor, Vivo Mobiles, the third largest mobile handset manufacturer in China, has appointed Lowe Lintas Delhi as its creative partner. The agency is tasked with the communication mandate for the smartphone major during the IPL season this year.
Vivo Mobile India would be using the opportunity to launch a host of new smartphones around the IPL. This would be in addition to a range of models under the X, V and Y Series that have already been launched in India and have met with an overwhelming customer response. The 45-day grand cricketing spectacle will help brand Vivo gain scale as millions of viewers would be tuning in to watch the most celebrated cricket league in the world.
Alex Feng
On appointing Lowe Lintas Delhi, Alex Feng, CEO, Vivo Mobile India said: “Lowe brings two important things to the table: their vast experience in mobile category and their strong credentials in building powerful brands. We are confident that this partnership on IPL will be fulfilling. We met a few agencies, and the Lowe Lintas Delhi team, led by Rajiv Chatterjee, stood out. We have high expectations with the IPL association and are confident that we’ve found the right agency partner.â€
Naveen Gaur
Commenting on the new business win, Naveen Gaur, President, Lowe Lintas Delhi said, “We are very excited to work with Vivo. They have declared their ambition in India by taking up the IPL Title Sponsorship. With our prior experience in handling mobile players, we are confident that we will be able to create cut-through work to firmly entrench this brand in an incredibly competitive landscape of mobile handsets.â€
Since its foray in India over a year ago, Vivo Mobile India has built a sizeable presence in the country. Operating in the smartphone category, Vivo is known to offer the best Hi-Fi music experience in the market along with a few other prominent features. The company currently has more than 10,000 employees across India with over 100 Indian employees at its Gurgaon headquarters and is working with 10,000 retailers in 400 cities across 22 states. The brand has about 30 service centres across India and hopes to cross the 200 figure mark by the end of 2016.
Pernod Ricard India has appointed Lowe Lintas Delhi as its brand communication partner. The agency was shortlisted after a multi-agency pitch. Lowe Lintas Delhi will be the second agency which will work on the wide portfolio of brands in a dual agency format.
As the creative partner, the agency would be handling the mandate of some of the leading brands marketed by Pernod Ricard India including Absolut, Blenders Pride, Nine Hills among others.
Sharing his views on appointing the agency, Sumeet Lamba, Executive Director Business Development, Pernod Ricard India, said, “We are delighted to be associated with Lowe Lintas Delhi who will partner us in our journey ahead for some of our core brands. The team showcased their ability to think in a very non-linear way and that’s what made the selection decision easy for us, we look forward to harnessing Lowe Lintas’ expertise to make sure the team delivers some amazing work.â€
Naveen Gaur
Commenting on the win, Naveen Gaur, President, Lowe Lintas Delhi said, “It’s a very exciting and challenging category but the more thrilling part is working with Pernod Ricard India. They have a bouquet of some iconic brands like Absolut and Blenders Pride and our task will be to take the brands further in a very unique and a disruptive way. We are really looking forward to our association with Pernod Ricard India to create some outstanding and out-of-the-box work.â€
