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Tag: Anaheeta Goenka

  • Lowe Lintas elevates Anaheeta Goenka as COO for Unilever, South Asia & CGO

    Lowe Lintas elevates Anaheeta Goenka as COO for Unilever, South Asia & CGO

    Mumbai: Lowe Lintas, the creative agency of MullenLowe Lintas Group, has announced Anaheeta Goenka’s elevation as its chief operating officer (COO) for Unilever, South Asia and chief growth officer (CGO), effective 1 September.

    Having spent three decades working at Lowe Lintas, 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.

    Goenka began her career with Lintas as a management trainee after graduating from SP Jain Institute of Management Studies. Over these years, she rose to hold key positions and is now part of the senior leadership at Lowe Lintas. Her elevation consolidates the entire Unilever relationship for South Asia under her leadership. As COO for Unilever, South Asia, she will lead the teams for brands such as Glow & Lovely, Axe, Tresemme, Vim, Domex, Nature Protect, Knorr, Kissan, Pepsodent, Closeup, Surf Excel, Wheel, Sunlight (Sri Lanka) and Lifebuoy Shampoo (SEA). Additionally, she has played an integral role in bringing new business and growth to the agency’s Mumbai office. As Lowe Lintas’ CGO, she will focus on strategic business development in a new challenging business environment – across all agency offices in India.

    “Ana 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,” MullenLowe Lintas Group, Group CEO, Virat Tandon said. “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.”

    Goenka has handled brands across a broad spectrum ranging from beauty & personal care, foods, homecare, BFSI, large conglomerates, to many new-age start-ups and businesses. She has navigated the agency to deliver some of its most iconic pieces of work such as Kan Khajura Tesan, Kissanpur, and the latest #IAmIndianPolice initiative. These have brought the agency laurels across India and international award shows such as Cannes, WARC Awards, Jay Chiat, Effies, among others. She has spoken and been on global juries of the same too.

    Reacting to her eventful journey in the agency, Goenka said, “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.”

  • Lowe Lintas and Partners and HUL win at Global Mobile Awards

    Lowe Lintas and Partners and HUL win at Global Mobile Awards

    MUMBAI: Lowe Lintas and Partners along with India’s largest FMCG Company Hindustan Unilever Ltd. have won the Global Mobile Awards under the category- Best Advertising or Marketing on Mobile for their innovative ‘Free mobile Radio’ service- ‘Kan Khajura Tesan’. HUL and Lowe Lintas are amongst one of the 31 winners from 680 entries across the world. 

     

     An ‘innovative’ medium that effectively reaches to the rural audience, The ‘Kan Khajura Tesan’ is a ‘Free mobile Radio’ in Bihar that provides users to access entertainment content worth 15 minutes per week. Reaching out to more than 5 million consumers, the channel has now become the biggest radio station in the state that was otherwise termed to be ‘media dark’.

     

    Speaking more about the service, Anaheeta Goenka (Executive Director, Lowe Lintas and Partners, India) said, “For Kan Khajura to take off, we needed people to take the first step and hence our singular task was to drive missed calls. Unlike all other mediums where you push the message out, here the consumer had to first call to even experience the content. The communication strategy was built around making them remember a 10 digit number, and call this number, again and again and again”. Quite a challenge in a day and age where we remember nothing beyond our own mobile numbers!

     

    Deepa Geetakrishnan (President, Creative – Lowe Lintas and Partners) said, “Kan Khajura Tesan was an answer to this task. We needed something surprising and sticky around this innovative mobile channel that would make people want to call it. And from there came the idea of Kan Khajura tesan….the tesan that gets stuck to your ears. A Kan Khajura (Centipede) is an insect that enters the ear, and gets lodged there. It’s quite common in North India.”

     

     To access the content the consumer is required to give a “Missed call” (the call here gets disconnected automatically after the two initial rings) on a given number. He is then called back where some content, which includes an RJ speak, jokes, and Bollywood songs amongst others, is played to him. Hence, giving the entertainment hungry audience exactly what they want.

     

     In today’s age of communication, although it has become easier to reach out to people globally, brands still face a problem in reaching out to the heart of India – the rural population. Currently, about 70% of India’s population resides in rural areas. Hindustan Unilever Ltd, for a while, had been trying to explore this untapped market further. Most of rural India lives in darkness due to lack of electricity, and hence most of rural India is ‘Media dark’. Keeping in mind the tremendous success achieved in Bihar, HUL has launched the campaign in Jharkhand and plans to take it to other states including Uttar Pradesh, Madhya Pradesh and Rajasthan.

  • Suzlon assigns Rs 600 mn creative mandate to Lowe Lintas

    Suzlon assigns Rs 600 mn creative mandate to Lowe Lintas

    MUMBAI: The Suzlon Group has roped in Lowe Lintas as their creative partner. Grey was the incumbent agency.

    According to industry sources, the size of the account is valued at Rs 500-600 million.

    The mandate was given following a multi-agency pitch that also involved O&M, Dentsu and Grey.

    The company‘s digital duties are handled by Dentsu Digital and Webchutney.

    Lowe executive director Anaheeta Goenka, “We at Lowe are really excited about partnering with Suzlon. It‘s an extremely challenging opportunity, to get the masses to even think about renewable energy. So while we build brand Suzlon, we will also be building a greener tomorrow for India and that‘s a great feeling.”

    Suzlon has worked in the past to create awareness for the category of wind energy and educate the audiences of its benefits. The upcoming campaign aims to take the argument to a wider audience.

    Global head of brand for the group Dharini Mishra said, “Our brand premise has been to power the world with clean renewable energy for a greener tomorrow. We have never directly pitched Suzlon or our products through our brand communications. Instead, our endeavor has been to promote the cause of renewable energy and wind within it. We at Suzlon, aim to leverage our brand to bring about a revolution of economic, ecological and social sustainable development.”

    Mishra also said that India is very integral and critical to Suzlon. It is not just the company‘s home market but also a highly dynamic renewable energy market with great potential.