Setu, a natural nutritional supplements brand, has awarded their creative mandate to Lowe Lintas. The win comes on the back of Lowe Lintas’ strong experience in successfully building startup brands, a few of which have become ‘Unicorns’, with valuations exceeding USD 1 Bn.
Nihaal Mariwala
Speaking about the appointment, Nihaal Mariwala, Founder, Setu, said: “We at Setu are very excited to work with Lowe Lintas on the next phase of our evolution as a brand. Their extensive and storied history in the consumer goods space will serve as well as we continue to craft the natural supplementation brand of choice for the Indian consumer. We look forward to reinforcing the importance of preventive nutrition and good health to our Indian audiences through unique, clutter breaking and compelling campaigns.”
Raj Gupta
Commenting on the win, Raj Gupta, CEO, Lowe Lintas, added: “Health supplements are fast gaining relevance in our lives and hence growing at a robust pace. It’s a nuanced category and building a brand like Setu in such a category is extremely exciting. As digital plays a critical role in this category, a lot of work on this brand would be led by digital, which makes it even more exciting.” The Mumbai office of Lowe Lintas will handle the business.
Online money transfer service Remit2India has awarded its creative mandate to Lowe Lintas as part of its plans to re-launch in markets across the world. Remit2India is the direct-to-consumer brand of Nyuvo, which in turn is now owned by Finablr and the U.A.E. Exchange Group.
Said Achal Shah, Chief Business & Marketing Officer for Nyuvo: “We are a global, digital, direct-to-consumer business that enjoys a strong brand affinity with the Indian Diaspora. With the changing market dynamics that increasingly focus on the transactional aspect of the business, we wanted to couple our significantly improved proposition with a strong messaging campaign that talks about how we are more than just about getting money transferred across the globe. Given Lowe Lintas’ impressive track record, we are looking forward to together creating something that’s totally fresh and communicates our values and proposition to our Global Indian audience across the world.”
Added Raj Gupta, CEO – Lowe Lintas: “We are delighted with this association to work with a global fintech company. In today’s digital age consumers however far and apart, have collective clusters which are emotionally and culturally driven by their roots. For us addressing this tribe of global Indians through a digital-first approach is an interesting challenge, be it their identity or their communication.â€
Xiaomi India has appointed Lowe Lintas Bangalore to handle the creative mandate for the brand. Xiaomi.
Speaking on this new business win, Raj Gupta, CEO, Lowe Lintas commented: “It is a proud privilege for us at Lowe Lintas to be chosen by Xiaomi, a brand that has such a huge fan following. We will strive to reinforce this love and get more consumers to fall in love with Xiaomiâ€
Added a Xiaomi spokesperson: “Xiaomi is the No 1 smartphone brand in India. And what has helped us reach there is the constant innovation that is at the core of the brand. In just under three years, Xiaomi has won immense love and innumerable fans in this country. We now aim to establish our vision of ‘Innovation for everyone’ firmly and bring relevance through our products to every Indian. In Lowe Lintas, with its irrefutable experience and expertise in building lasting brands, we have found a perfect partner for the task at hand.â€
3M India has appointed Lowe Lintas to handle the creative duties for its brands – Scotch-Brite and Scotchgard.
Hari Krishnan
Speaking on the win, Hari Krishnan, President, Lowe Lintas (South), said:”It’s a great honour to be partnering a reputed global brand like Scotch-Brite from 3M. The home cleaning tools category poses an exciting opportunity to create category defining communication and we look forward to making an impact with the Lowe Lintas brand of ‘Populist Creativity’.
Raj Gupta
Added Raj Gupta, CEO, Lowe Lintas:”Our experience with building brands and creating effectiveness is well known, particularly in the FMCG category. It’s not every day that an agency gets to partner a brand with such a global reputation and footprint. I would like to thank the team at 3M India for having chosen us.”
Sanjit Satapathy
Commenting on the appointment of Lowe Lintas, Sanjit Satapathy, Country Business Leader, Consumer Business Group, 3M India Ltd: “The home cleaning tools category is growing at a rapid pace with increasing consumer awareness and acceptance for specialised tools. The consumer needs in this category continue to evolve thanks to the diverse geographic and demographic spread of our target consumers. Scotch-Brite brand backed up by 3M’s core strength in innovation and technology has a range of products to address these needs. Globally within the 3M portfolio, India is a key growth market and we have definite plans to drive accelerated growth in the coming years. Keeping that in mind, we decided to partner with Lowe Lintas. With their strengths in strategic thinking and creative execution, Lowe Lintas will help us execute our growth plans for India marketâ€
Burger King, the popular QSR renowned for its iconic Whopper, has assigned its upcoming creative project to Lowe Lintas, Mumbai. The agency will be handling the launch communication for its signature product ‘The Whopper’.The agency was selected for presenting a brand promise and communication plan that aligned well with Burger King’s roadmap for the Indian market.
On appointing Lowe Lintas, Kapil Grover, CMO, Burger King India said: “Creative agencies are like an extended marketing team. It’s important to have partners who understand the brand and share the same passion. Lowe Lintas has been one of the leading creative agencies in the country, with a good assortment of brands and a very talented bunch. We look forward to some very interesting work and building Burger King as an iconic brand in the Indian market.â€
Commenting on the win, Raj Gupta, CEO, Lowe Lintas said: “The new quarter has begun well for us where clients are equally excited to avail our expertise in servicing them. Burger King is a leading QSR name globally and it is no different in India, where it has managed to make a mark in the shortest time possible. We are happy that our ideas have been appreciated by the client and look forward to bringing about a profound change in the way they are consumed and loved by the customers. You can look forward to some interesting work soon.â€
Aditya Birla Group has unveiled a new campaign by Lowe Lintas starring KanganaRanaut. It is about a new-age fabric called Liva that infuses incredible fluidity into garments, notes a communique.
Said Rajeev Gopal, CMO, Birla Cellulose: “The vision of brand Liva is to provide Indian consumers a choice of fabric, which can allow them to dress fashionably and yet be comfortable and fluid. Also, as LIVA promises fluidity, it comes alive much better in a moving medium than in print. So it’s a natural progression for the brand’s advertising to now move from print to television.â€
Added Raj Gupta, CEO, Lowe Lintas: “Liva is certainly going to bring about a transformation when it comes to fashion garments. It’s fluid, soft and drapes beautifully, so much so that it moves with you. As compared to most other fabrics that box you in, Liva liberates you.â€
Commented Deepa Geethakrishnan, National Creative Director, Lowe Lintas: “Liva is not just a natural fibre, or a fabric, or a garment or a fashion statement. Liva is all of this and more!! The challenge was to bring alive this story of LIVA, in an edgy way, so it stands out in the cluttered fashion playground. And who better than Kangana Ranaut, to flaunt the Liva Flow!â€
About the concept of the film, Director Mikon Van Gastel Director said: “Liva transforms a fabric and it makes it really fluid, so it becomes all about metaphors and movement and it is little bit complicated to think about and to translate that into visuals but that’s what makes it exciting.â€
The MullenLoweLintas Group has announced a new leadership structure for its flagship agency Lowe Lintas. Arun Iyer, Chief Creative Officer, Lowe Lintas will operate as Chairman & Chief Creative Officer of the agency. Partnering him will be Lintas veteran Raj Gupta, currently President and Mumbai office Head, Lowe Lintas who will operate as CEO of the agency. Both these appointments, a communique noted, were to be effective from April 1, 2017.
Commenting on the elevations, Joseph George (Joe), Group Chairman & CEO, MullenLoweLintas Group said: “Given Lowe Lintas’ consistent brilliant performance over the past four-five years, I feel the time is just right to leverage on this momentum and shift gears. But to do so, we need a dedicated and fully empowered leadership. I have worked long and closely with both – individually and as a team; and I can without a shred of doubt say that Arun and Raj are best placed in experience, expertise and energy to fulfil Lowe Lintas’ business, effectiveness and creative ambitions going forward.â€
MullenLoweLintas Group (MLLG) in India is group of 8 agencies. These include two creative agencies – Lowe Lintas and Mullen Lintas and another six agencies offering PR, Digital, Activation, Design, Consulting and Video Content respectively.
Arun Iyer
It may be recalled that when Mullen Lintas was launched in mid-2015, Amer Jaleel and ViratTandon were handpicked from within the company to lead Mullen Lintas as Chairman & CCO and CEO respectively. Said George: “Arun Iyer and Raj Gupta at Lowe Lintas and Amer Jaleel and Virat Tandon at Mullen Lintas. All four top-draw talent and all four homegrown leaders. I could not be any happier and proud about this institution called Lintas.”
Said Iyer on the elevation: “Over the last few years, we have really worked hard to build our reputation as India’s most effective agency on the back of breakthrough creative solutions. Nothing gives us more joy than our brands succeeding in the market. It is with this intent that we are getting ready for the future and the plan is to ensure we have the most contemporary hyper-bundled offering in the industry. This is a huge responsibility, but we are both excited and clear on what we need to be doing going forward.â€
Raj Gupta
Commenting on his appointment, Gupta said: “This new role is both a privilege and a huge opportunity. Privilege for obvious reasons, but opportunity, because Lowe Lintas is probably at its best in almost a decade, thereby allowing us to re-purpose ourselves for the future with our confidence and self-belief at its peak. Great brands have a purpose that never stops unfolding and with our determination to make Lowe Lintas truly hyper-bundled, we will now have so many more ways to tell our brand stories.â€
