ITV

Tag: Arun Iyer

  • Revital H replaces Salman Khan with MS Dhoni as brand ambassador

    Revital H replaces Salman Khan with MS Dhoni as brand ambassador

    MUMBAI: Revital H has unveiled a new campaign featuring youth heartthrob and captain of the Indian cricket team Mahendra Singh Dhoni. MS Dhoni replaces the Kick hitmaker Salman Khan.

    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 misconception and pave a way for the brand as a partner of success while embodying hard work and mental alertness. With that intention, the most successful Indian cricket captain, MS Dhoni was roped in as Revital H’s brand ambassador.

    Commenting on the new campaign, Lowe Lintas Delhi  president Naveen Gaur 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.”

    Sharing his thoughts on the campaign approach, Lowe Lintas  CCO  Arun Iyer 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.”

    Adding his insight on the new campaign, Sun Pharma consumer health care VP and head Subodh Marwah  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.”

  • Revital H replaces Salman Khan with MS Dhoni as brand ambassador

    Revital H replaces Salman Khan with MS Dhoni as brand ambassador

    MUMBAI: Revital H has unveiled a new campaign featuring youth heartthrob and captain of the Indian cricket team Mahendra Singh Dhoni. MS Dhoni replaces the Kick hitmaker Salman Khan.

    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 misconception and pave a way for the brand as a partner of success while embodying hard work and mental alertness. With that intention, the most successful Indian cricket captain, MS Dhoni was roped in as Revital H’s brand ambassador.

    Commenting on the new campaign, Lowe Lintas Delhi  president Naveen Gaur 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.”

    Sharing his thoughts on the campaign approach, Lowe Lintas  CCO  Arun Iyer 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.”

    Adding his insight on the new campaign, Sun Pharma consumer health care VP and head Subodh Marwah  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.”

  • Google celebrates India’s love for cricket; launches new ad campaign

    Google celebrates India’s love for cricket; launches new ad campaign

    MUMBAI With the excitement around the ongoing ICC T20 World Cup, Google unveiled its latest advertising campaign of two ad films highlighting a range of cricket ‘search’ features on its Google app. Conceptualized by Lowe Lintas Delhi, the new campaign helps communicate that cricket lovers can easily get answers to any questions about cricket ranging from score updates to schedules, from cricket gear to trivia through the Google App.

    The new search features include score updates to match schedules in English and Hindi and offer a virtual 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.

    Commenting on the new campaign, Google India head of marketing Sapna Chadh 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.”

    Sharing his views on the creative approach behind the campaign, Lowe Lintas chief creative officer Arun Iyer 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.”

    Adding to this, Lowe Lintas president Naveen Gaur added, “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 queries”.

  • Google celebrates India’s love for cricket; launches new ad campaign

    Google celebrates India’s love for cricket; launches new ad campaign

    MUMBAI With the excitement around the ongoing ICC T20 World Cup, Google unveiled its latest advertising campaign of two ad films highlighting a range of cricket ‘search’ features on its Google app. Conceptualized by Lowe Lintas Delhi, the new campaign helps communicate that cricket lovers can easily get answers to any questions about cricket ranging from score updates to schedules, from cricket gear to trivia through the Google App.

    The new search features include score updates to match schedules in English and Hindi and offer a virtual 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.

    Commenting on the new campaign, Google India head of marketing Sapna Chadh 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.”

    Sharing his views on the creative approach behind the campaign, Lowe Lintas chief creative officer Arun Iyer 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.”

    Adding to this, Lowe Lintas president Naveen Gaur added, “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 queries”.

  • Lowe Lintas Mumbai unveils campaign for Axis Bank

    Lowe Lintas Mumbai unveils campaign for Axis Bank

    MUMBAI Axis Bank has launched its new campaign on “holistic business banking solutions”.

     

    The film, conceptualized and executed by Lowe Lintas Mumbai, revolves around the idea of holistic business banking solutions for businessmen who are ‘always-on’. The TVC shows businessmen as never disconnected from their business, irrespective of where they are and what they are doing. The mobility solutions offered by Axis Bank enable businesses to offer seamless payment solutions; thereby enhancing the overall operational efficiencies of the company. 

     

    Speaking on the launch of the campaign,  Axis Bank  group executive – retail banking, Rajiv Anand said, “Digital is no longer an option or an alternative. It is a way of life these days. At Axis, we have invested extensively in expanding our digital suite of products and services for every consumer strata. And who better to appreciate the efficiencies of Digital than a businessman who rarely has the luxury of free time. With our range of mobile business banking solutions the “Always-on” businessman can transact seamlessly and effortlessly thus helping him progress.”

     

    Lowe Lintas  CCO Arun Iyer said, “We had to introduce the offering in a manner which is compelling while staying true to the brand idea of ‘Progress without Pause’. “Banking on the go” while relevant, sounds like a benefit which I have seen and heard before. To create an impact we needed to set it up in a context which is fresh and relevant, which is why, when we were working on the campaign we observed and recollected that even if a businessman is away from the business, his mind is not. So just like the businessmen who are always-on, ‘a business banking solution that is always-on’ is how we pitched it.”

     

    Lowe Lintas executive director Shantanu Sapre said, “If you see today, business dynamics have changed drastically. A businessman can ill-afford to switch off from his business whatever be the occasion or location. Hence it’s becomes more important for banks to keep up with the pace and demands of these businessmen. Axis Bank already had its offering in place with a suite of business banking solutions. That’s why the idea of “An always-on bank for the always-on businessmen” fit perfectly for us to communicate the same.”

  • Lowe Lintas Mumbai unveils campaign for Axis Bank

    Lowe Lintas Mumbai unveils campaign for Axis Bank

    MUMBAI Axis Bank has launched its new campaign on “holistic business banking solutions”.

     

    The film, conceptualized and executed by Lowe Lintas Mumbai, revolves around the idea of holistic business banking solutions for businessmen who are ‘always-on’. The TVC shows businessmen as never disconnected from their business, irrespective of where they are and what they are doing. The mobility solutions offered by Axis Bank enable businesses to offer seamless payment solutions; thereby enhancing the overall operational efficiencies of the company. 

     

    Speaking on the launch of the campaign,  Axis Bank  group executive – retail banking, Rajiv Anand said, “Digital is no longer an option or an alternative. It is a way of life these days. At Axis, we have invested extensively in expanding our digital suite of products and services for every consumer strata. And who better to appreciate the efficiencies of Digital than a businessman who rarely has the luxury of free time. With our range of mobile business banking solutions the “Always-on” businessman can transact seamlessly and effortlessly thus helping him progress.”

     

    Lowe Lintas  CCO Arun Iyer said, “We had to introduce the offering in a manner which is compelling while staying true to the brand idea of ‘Progress without Pause’. “Banking on the go” while relevant, sounds like a benefit which I have seen and heard before. To create an impact we needed to set it up in a context which is fresh and relevant, which is why, when we were working on the campaign we observed and recollected that even if a businessman is away from the business, his mind is not. So just like the businessmen who are always-on, ‘a business banking solution that is always-on’ is how we pitched it.”

     

    Lowe Lintas executive director Shantanu Sapre said, “If you see today, business dynamics have changed drastically. A businessman can ill-afford to switch off from his business whatever be the occasion or location. Hence it’s becomes more important for banks to keep up with the pace and demands of these businessmen. Axis Bank already had its offering in place with a suite of business banking solutions. That’s why the idea of “An always-on bank for the always-on businessmen” fit perfectly for us to communicate the same.”

  • FreeCharge takes to role reversal in new ad campaign

    FreeCharge takes to role reversal in new ad campaign

    MUMBAI: Indian digital payments platform FreeCharge has launched its new brand campaign called ‘#ReverseTheCharge, which reinforces the brand’s connect with youth.

    The new campaign explores the youth-parent relationship with a twist by adding a flavour of role reversal. The pan India TVC campaign will cover 30+ channels on national television spanning major Hindi GECs and English channels. The campaign will leverage both offline and online platforms to reach out to the target audience.
     

    Created by Lowe Lintas, the campaign resonates with the youth of today who are more tech-savvy and know how to best use online platforms.

    Talking about the new TVC, FreeCharg marketing head Ashish Virmani said, “FreeCharge as a brand understands youth and their needs deeply. With FreeCharge, they just don’t recharge but in a way FreeCharge helps them solve their problems smartly. With this campaign, the youth has evolved to the point where they can charge their parents for being spendthrift. This campaign will be an integrated marketing plan leveraging TV, digital and radio primarily and aims to build the already strong appeal for the brand.”

    The #ReverseTheCharge campaign is targeted at the urban youth living in metros. The TVC is in Hindi and translated in other regional languages such as Tamil, Telugu and Kannada to strengthen brand awareness and penetrate deeper into the Indian market to attract new users on board.

    Talking about the campaign Lowe Lintas CCO Arun Iyer said, “For the launch phase of the campaign, we had established Freecharge as a brand that frees young people of various money-related charges placed on them by their parents. In this phase, we thought we’d flip the dynamics of this relationship. The young Freecharge user is a step ahead of the game and knows how to save so well, that in addition to freeing themselves of all charges of being spendthrift, they can now in fact, go ahead and place the same charge on their parents.”

  • Mullen Lowe Lintas Group India wins its 75th award for the year

    Mullen Lowe Lintas Group India wins its 75th award for the year

    Mumbai: Starting with the Effie India 2014 to the recently concluded Campaign South Asia Agency of the Year awards, Mullen Lowe Lintas Group India has won a total of 75 honours last night, making it the most awarded agency in India in 2015. All the 75 awards were won either for market/campaign effectiveness, or on overall agency performance.

     

    The awards list this year includes the group’s performance at Warc Prize for Asian Strategy, where it won a grand prix, a gold, a silver and a bronze. The year culminated for the agency with a fine performance at the Campaign Asia Agency of the Year awards show where it was declared the ‘Best Creative Agency of the Year’, the Best New Business Development Team of the Year, Best Strategic/Brand Planner of the Year and Best Account Person of the Year.

     

    Commenting on the agency’s strong performance on the awards front, Mullen Lowe Lintas India Group CEO, Joseph George said, “It’s been a milestone year for us in India. We are glad to have ended the year on the same high that we started with. All this recognition is a result of all our key people putting up their hands, wanting to be counted and bringing value to the table. And this happened only because everyone thought of themselves as key stakeholders of the company. ”

     

     

    Adding his views on the agency’s achievement Lowe Lintas India CCO Arun Iyer said, “I’m proud of the consistency with which each of our offices has churned out some great work across a large and diverse client set. Our work has excelled on a portfolio that’s a combination of classical and progressive brands, from young upstarts to large market leaders. 2015 serves as a reminder of how setting the bar high is an everyday pursuit, and how successful teams are greater than the individuals.”

     

     

    Mullen Lintas India chairman and CCO Amer Jaleel added, “The best barometer of our work being appreciated is when it manages to bring about a shift in perception and thought among the people. That’s what we achieved with few of our brands that went on to redefine the way a campaign should be approached, and which ended up winning awards that were unique in nature. Special accolades for Indian brands such as Havells, Tata Tea and the others were something that no agency had ever received before, and we are proud to have set a trend by being the first.”

     

     

    Adding his views on the agency’s achievement Lowe Lintas India CCO Arun Iyer said, “I’m proud of the consistency with which each of our offices has churned out some great work across a large and diverse client set. Our work has excelled on a portfolio that’s a combination of classical and progressive brands, from young upstarts to large market leaders. 2015 serves as a reminder of how setting the bar high is an everyday pursuit, and how successful teams are greater than the individuals.”

     

    Mullen Lintas India chairman and CCO Amer Jaleel added, “The best barometer of our work being appreciated is when it manages to bring about a shift in perception and thought among the people. That’s what we achieved with few of our brands that went on to redefine the way a campaign should be approached, and which ended up winning awards that were unique in nature. Special accolades for Indian brands such as Havells, Tata Tea and the others were something that no agency had ever received before, and we are proud to have set a trend by being the first.”

     

  • BARC rural ratings: What some industry professionals had to say

    BARC rural ratings: What some industry professionals had to say

    MUMBAI: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Thus said  John Wanamaker, who lived in the 19th century and, built up a $100 million retail business before becoming US Postmaster General.

     

    Media agencies, advertisers, and broadcasters oft complained that the TV viewership and ratings methodology leaves a lot to be desired, because of which they did not know if the money that was being pumped into television was being well spent.

     

    Thus was born the industry-backed Broadcast Audience Research Council (BARC) India, which earlier this year swallowed the earlier ratings provider TAM Media. There was hesitant happiness all around. One complaint that was consistently voiced was that BARC was taking its time to expand its viewership monitoring into rural areas, as that was what agencies and advertisers wanted to understand.

     

    Came week 41 and BARC announced its new ratings, which included its rural panel. And lo and behold some surprising – or not so surprising results – emerged. Amongst them that Sun TV is the most watched channel nationally, while rerun and library channels such as Zee Anmol, Star Utsav and Rishtey figure among the Top 10. Another glaring number that emerged is that the leading Hindi news channel Aaj Tak had a viewership 120 times more than the English news channel Times Now.

     

    Indiantelevision.com reached out to industry stakeholders to get their opinion on what they thought about the introduction of rural ratings by BARC. On the whole, most of them opined that they had not got enough time to go through the finer details of the ratings and it was early days. But they were quite delighted that BARC had finally done what it promised.

     

    Said Havas Media CEO India and South Asia Anita Nair, “I haven’t had a look at the BARC rural data as of now so I’m not sure about the numbers, but I think it was important for us to get the rural data because the metro cities are getting saturated and 60-65 per cent of the audience are residing in rural areas. Thus if we have the rural data, we will know the exact trend in terms of number of viewers watching in rural areas, which in turn helps us in understanding as to how much money we are putting behind the audiences. Anything that has not been measured in the past and is measured now gives it lot of potential. Moreover research data especially in dark areas is always most welcome.”

     

    Dentsu Aegis Network chairman and CEO of South Asia Ashish Basin added, “I think rural is very important in many categories as urban is getting saturated. So the level of penetration is increasing in rural. Therefore, for the first time we are going to have all India information, which will help in fine tuning media planning effectively.”

     

    Helios Media managing director Divya Radhakrishnan said, “I am not really surprised with the BARC data as it has reflected exactly what we used to estimate. Though the biggest surprise is Sun TV being the number one TV channel in India as it is a Tamil language channel. Moreover, the data is going to impact people whose brands are going to the rural market.”

     

    Added Lowe Lintas CCO Arun Iyer, “I think the BARC rural data is not going to change the creative of advertising. Rural ratings are going to help because overall advertisers are going to know whom they are reaching, what they like and what they don’t like. The better the data gets, the better it is for the advertisers. Moreover, the ratings will help realise the taste of audiences in rural India and offer a better understanding about them.”

     

    There were others who tweeted. For example Unilever Asia, Africa, Middle East, Turkey and Russia vice president – media Rahul Welde said, “Great job @parthodasgupta. Great batting on a turning wicket. Jai ho.”

     

    AAAI president Dr M G Ambi Parameswaran added on Twitter: “Congrats BARC. This is a first for the country.”

     

    Colors CEO Raj Nayak tweeted that it’s “a big leap for the industry.”

     

    ET Now Brand Equity anchor Sonali Krishna congratulated BARC India CEO Partho Dasgupta, adding that she was “looking forward to it.”

     

    And Indiantelevision.com founder & CEO Anil Wanvari tweeted: “Congrats Partho & BARC team.Look forward 2 some action from advertisers.”

     

    And that is where the crunch lies. This is just week one; advertisers, agencies and broadcasters will probably not resort to any knee jerk reactions. They will play a wait and watch game. BARC’s viewership ratings will likely settle down and some trends will emerge as the weeks and months go by. Then each of them will have to rework their spends, programming, sales pitches and business models. Things will change further as it expands its sample and as television in Phase III and IV areas gets digitised over the next few years. It may have to respond to those changes with fine tuning how it studies viewing.

  • Lowe Lintas Mumbai creates inaugural brand campaign for Grofers

    Lowe Lintas Mumbai creates inaugural brand campaign for Grofers

    MUMBAI: Local e-commerce platform, Grofers has appointed Lowe Lintas Mumbai to launch its inaugural brand campaign in India and establish it as the one-stop destination for all things grocery and home needs, on the digital platform.

    Lowe Lintas Mumbai executive director Shantanu Sapre said, “I am happy that Grofers chose us to chart out their brand journey in India through the inaugural launch campaign. The excitement on this launch is high; in this I see an interesting challenge, as the category is as yet nascent. This provides Lowe Lintas Mumbai with the opportunity to create a unique brand voice in an unexplored category. Thus, what we present to the audience is a quirky, witty and playful communication that will help us make Grofers a household name.”

     

    As part of the launch exercise, Lowe Lintas Mumbai will unveil a series of four films of 45 seconds and three additional films of 30 seconds each that will highlight the service features of Grofers. The entire campaign will work towards promoting the USP of Grofers as an online on-demand delivery service expert. 

     

    The core theme around the campaign is based on the simple consumer understanding that most working people, especially young couples face — spend most of their time at work. They do not have enough time balancing work and the basic needs at home. 

     

    Lowe Lintas Mumbai chief creative officer Arun Iyer said, “The challenge was to give the brand meaning in the lives of these young working couples. It is a well-known fact that women have always found men who share domestic responsibility, more appealing. I’m certain this holds even truer for the young working women of today – given they are constantly trying to successfully juggle work and home. It is this insight that we played on for the Grofers campaign.” 

    Launched in December 2014 as an on-demand delivery service that connects consumers with local merchants in the neighbourhood, Grofers has offer a platform to those who wish to shop their wares via digital platforms.

     

    Grofers co-founder Albinder Dhindsa added, “We are now in 27 cities across India and offer a rich mix of everyday use products that consumers need. As such, we felt Lowe Lintas Mumbai was the right partner to help us communicate the value of our offering to consumers. We are building our brand on understanding our customer’s wants and needs – wanting to enjoy their time but needing to take care of daily chores as well. Hence, the proposition of ‘We get it’ bodes well for the brand.”

     

    The media coverage for this campaign is programmed for high visibility, which includes on and offline channels such as digital platforms, television, print and outdoor.