ITV

Tag: Arun Iyer

  • Lowe Lintas and Partners creates new campaign for Godrej HIT

    MUMBAI: Godrej Consumer Products has launched a new television campaign for Godrej HIT Anti Roach Gel created by Lowe Lintas and Partners.

    The campaign is aimed at simply amplifying the product feature without adding any layers to the message. The product, HIT Anti-Roach Gel, has such an impact that cockroaches now kill other cockroaches. Instead of consumers running behind cockroaches, this gel attracts cockroaches. They eat it, get infected and die. Other cockroaches then feed on these dead roaches and die, thereby eliminating the whole cockroach nest without any effort, Lowe Lintas and Partners NCD Arun Iyer said.

    “What we have done is encapsulate this seemingly complicated message in a humorous way so it doesn‘t get lost on the consumer and ends up putting a smile on their face. The sign off , “Cockroach Aayenge, Khayenge aur Jadd se Marr jayenge” closes the loop and acts as a strong leave behind for consumers about what this product does,” Iyer added.

    Lowe Lintas and Partners EVP Shantanu Sapre said that the challenge was to make it edutainment, and not just education. “The other fact also was that, unlike the aerosol which requires active human intervention in elimination of cockroaches, the only human intervention with the Hit Anti Roach Gel is in the application of the gel – since the cockroach then takes over the task of killing itself and its community. The challenge again was to ensure that the communication didn‘t do away with the human (and as a result humor) angle to an otherwise straightforward product application & action demonstration,” he added.

    Produced by Jamic Films, the ad film is directed by Nikhil Rao.

  • Axis Bank re-interprets progress with new TVC

    MUMBAI: After launching its new brand philosophy “Badhti ka naam Zindagi…”, Axis Bank‘s creative agency Lowe Lintas and Partners has re-interpreted it in the brand‘s latest media campaign.

    In the previous campaign, the philosophy emanated from the strategic insight that optimistic Indians of today are constantly seeking avenues to better their stations in life. This was creatively expressed in a cinematic idiom of Zindagi ke picture me interval nahin hota. The TVC which caught the fancy of the viewers showed a man‘s journey through different stages of life in the form of a film and highlighted the important role played Axis Bank in the man‘s life.

    This year‘s campaign re-interprets this philosophy of “Progress” by giving it a new meaning. This time around, it shifts the focus from “personal progress” to “how progress of one, impacts many.”

    Lowe Lintas national creative director Arun Iyer said, “The task this year was to continue building this sentiment on a larger canvass. What better than changing the frame of reference from what it means for an individual, to what it means in the context of the entire community we live in? The fact is that when you progress, others benefit too. And hence no one really progresses alone. When you move up, others do too. We hope the execution will make our audience have this joyful realization about how we are connected with each other.”

    He added, “The beauty in this is that, no one consciously seeks to improve other‘s lives around him. It is an action that follows unknowingly and the ripple effect it creates is beautiful, it‘s called progress that links us all.” he adds.

    The use of social media networks to popularise this philosophy in an innovative way is also a part of the campaign.

    Axis Bank executive director – retail banking R K Bammi said, “The new film takes our brand positioning of Badhti ka naam zindagi… or Progress On… ahead. We understand that progress always has a ripple effect. This insight is captured in our new TVC that clearly demonstrates the circle of progress and how you touch lives of others even when you do not know them.”

  • Lowe Lintas & Partners conceptualise new Godrej Hit TVC

    MUMBAI: Godrej Consumer Products has launched a new television for its mosquito and cockroaches spray brand Hit.

    Conceptualised by Lowe Lintas & Partners, the campaign‘s tagline says ‘Ungli Nahi, Hit Uthao. Lal Hit‘.

    According to the agency, the communication task is to make Hit more relevant by establishing the fact that Cockroaches are dangerous and harmful. Through the campaign, the agency has aimed to make women aware that Cockroaches breed and live in filth and can spread diseases like typhoid, Gastro, food poisoning and diarrhoea.

    The campaign instead of just telling people to kill cockroaches with Hit, which they already know, aims to educate people on the ‘Why‘.

    Lowe Lintas and Partners NCD Arun Iyer said, “The campaign thought of ‘Ungli Nahi, HIT Uthao‘ came from the consumer insight that generally people have this tendency to blame external factors for any kind of illnesses that have cropped up in the family, whereas the problem could very well be at their homes itself. The two commercials have been created with a slice of life emotion and have an authoritative character in each of them who are hurt by the protagonist‘s accusation of holding them responsible for the reason behind the illnesses while the problem is the cockroaches in their home.”

    Godrej Consumer Products VP Marketing Ajay Dang added, “With the rampant urbanisation in India and changing consumer lifestyles, home structure and introduction of modular kitchens this problem is only increasing. As a leader it‘s our task to educate the consumers about the diseases caused due to cockroaches.”