MxMIndia

Tag: Sanjit Satapathy

  • Scotch-Brite and Scotchgard brands will be managed from the agency's Bengaluru office

    Lowe Lintas bags mandate for two 3M brands

    By A Correspondent

     

    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 market”

     

     

  • The TVC is an exaggerated and humorous twist to how Scotch-Brite acquired its quality of long life

    Scotch-Brite unveils campaign to promote Scrub Pad

    By A Correspondent

     

    Scotch-Brite has unveiled a new campaign to re-launch its, a unique wave shapedscrubber with the power of stain cutters.

     

    In a low involvement category with very little perceived differentiation, where many small players with similar looking green pads exist, it was important to communicate the superiority of Scotch-Brite scrub pad. Hence the agency’s starting point was to identify the one singular benefit and elevate it. An enormous amount of research, showed us that this key benefitis its long life.

     

    The TVC is an exaggerated and humorous twist to how Scotch-Brite acquired its quality of long life. ‘The Legend of Scotch-Brite’ depicts a woman washing utensils when an old man comes and asks her for some water. The old man then transforms into a divine beingand pleased with the woman’s generosity of spirit, asks her what boon she’d like. The woman wishes for long life. But while granting the boon,the divine being gets distracted and the ray of light from his palm instead hits the scrub pad near her, the scrub pad turning into Scotch-Brite scrub pad – with really long life.

     

    Ram Jayaraman, Executive Creative Director, GREY group Bangalore says:“Scotch-Brite Scrub Pad is not just the category leader, but is the category itself. It’s the only scrub pad with Stain Cutters – innovative Alox particles that treat dirt like dirt. This pad lasts so much longer than other me-too green pads that it feels like a divine miracle. The film is a respectful – albeit entertaining – attempt to demystify the legend.”

     

    Sanjit Satapathy, Country Business Leader, Consumer Business Group, 3M says: “We have a superior product. Scotch-Brite Scrub Pad, with stain cutters and unique s-shape has a really long life. We needed an interesting way to communicate this benefit and our agency, GREY, brought this out quite beautifully with their funny, quirky script that all of us liked.  The result – a very interesting TVC communicating the product benefit in a way that is unique to this category.”