ITV

Tag: Lowe Lintas

  • Akzo Nobel India marks five years of ‘Dulux Assurance’ with witty new campaign

    Akzo Nobel India marks five years of ‘Dulux Assurance’ with witty new campaign

    MUMBAI: Akzo Nobel India, the maker of Dulux paints, is celebrating five years of its ‘Dulux Assurance’ programme with a new campaign that asks a cheeky question: What’s better? The unmatchable quality of Dulux paints or the unbeatable Dulux Assurance warranty.

    Conceptualised by Lowe Lintas and directed by acclaimed filmmaker Prasoon Pandey, the “Lage Shaandaar, Chale Shaandaar” TVC plays out this dilemma in a lighthearted banter between characters, only to conclude that Dulux homeowners get the best of both worlds.

    “For over 70 years in India, Dulux has been synonymous with world-class quality. The assurance programme reflects both our confidence in that quality and the trust consumers place in us,” said Akzo Nobel India Limited, chairman and managing director, Rajiv Rajgopal.

    Adding to this, Akzo Nobel India, executive director, Rohit Totla noted that Dulux Assurance was introduced in 2021 as the industry’s first promise for colour, finish, and coverage, and was later expanded into a comprehensive warranty programme in 2023. “In just five years, Dulux Assurance has infused new confidence and is helping families across India, from Vellikulangara in Kerala to Nalbari in Assam, flourish with the magic of Dulux,” he said.

    The Dulux Assurance journey has grown from its original “A coat of trust in every stroke” positioning to today’s celebratory “Lage shaandaar, chale shaandaar.” Pandey’s direction brings the story to life with trademark humour and visual charm.

    Lowe Lintas, president – creative, Vasudha Misra added, “Some projects drain you, but this one re-energised us. Finding a fresh take on the warranty conversation and bringing it alive with Prasoon’s vision was an inspiring process.”

    The integrated campaign launches with the TVC and will expand across connected TV, social media, digital platforms, and festive activations, reinforcing Dulux’s message of quality, durability, and peace of mind.

  • Berger wipes the slate clean with playful new easy clean TVC

    Berger wipes the slate clean with playful new easy clean TVC

    MUMBAI: When crayons meet walls, most parents see red but Berger Paints wants them to see only smiles. India’s second-largest paint and coatings company has launched a new television and digital campaign for Berger Easy Clean Interior Paint, championing the promise: “No Daag. No Tension. Only Beautiful Walls.”

    Conceptualised by Lowe Lintas, the heart-warming film dives into a scene familiar to every household: a child’s crayon doodles covering the living room wall. The family dog takes the blame, but instead of frayed tempers, the moment turns light-hearted as easy clean wipes away the mess in seconds restoring walls and moods alike.

    Berger Paints India managing director & CEO Abhijit Roy explained the insight: “Walls often become a child’s first canvas. Our new TVC encourages parents to embrace those moments, knowing that stains are no longer a concern. Easy Clean has led India’s washable paint category for nearly two decades, offering homes both beauty and peace of mind.”

    With its advanced stain resistance, Easy Clean targets the everyday mess of modern Indian homes, making upkeep stress-free while keeping walls looking brand-new.

    Lowe Lintas executive director and head of creative for copy (South) Arpan Bhattacharya added: “Every parent has lived this story. Instead of portraying wall doodles as a problem, we chose to celebrate the innocence, because with Easy Clean, families can cherish the joy without compromise.”

    Berger, the pioneer of washable interior emulsions in India, has long positioned itself at the intersection of innovation and everyday living. With Easy Clean, the brand is painting a future where childhood imagination leaves memories not permanent marks on the walls.

  • Lowe Lintas & Google Gemini put AI to test in everyday moments

    Lowe Lintas & Google Gemini put AI to test in everyday moments

    MUMBAI: That’s the playful pitch behind a new campaign by Lowe Lintas for Google Gemini, designed to take artificial intelligence out of the lab coat and into everyday life. Instead of talking about algorithms and tech jargon, the series of short films makes AI look like the friend who helps you file your expenses, revise for exams, or even sharpen your sports game.

    The campaign spans nine snappy 20-second films, each capturing simple scenarios where Gemini comes to the rescue, whether you’re a student juggling assignments, a professional under pressure, or someone just trying to fix that stubborn office projector.

    By rooting AI in real-world quirks rather than sci-fi fantasy, Gemini is positioned as ‘Your Everyday AI Assistant’, a guide for students, a productivity hack for busy professionals, and a time-saver for anyone stuck in life’s little muddles.

    Sharing her thoughts on the campaign, Lowe Lintas, president (Creative),  Vasudha Misra said, “AI often feels like a big, complex idea, but we wanted to show just how simple it can be. With Google Gemini, all it takes is one press of a button on your Android phone. No complicated setups, no jargon, just real help in real moments, whether it’s fixing a projector that won’t connect or revising for an exam. Suddenly, AI isn’t abstract anymore, it’s an everyday ally, ready when you need it most.”

    The films carry a lightness of touch: relatable, quick, and quietly persuasive, encouraging viewers not just to admire the technology but to try it for themselves. The campaign is now live across digital and offline platforms. 

  • Wavemaker veteran Ravishankar Iyer jumps ship to Hogarth as strategy chief

    Wavemaker veteran Ravishankar Iyer jumps ship to Hogarth as strategy chief

    MUMBAI: Ravishankar Iyer, the former national head of communications planning at Wavemaker, has landed at Hogarth as advisor-head of strategy. The appointment marks a homecoming of sorts for the Mumbai-based strategist, who returns to the WPP fold after a six-year stint at the media agency.

    Iyer’s career spans over two decades in India’s advertising trenches. At Wavemaker, he built what the company called a “highly successful full funnel content practice” anchored on culture, data and commerce. Before that, he spent four years at Mindshare, where his team became one of the country’s most garlanded, handling marquee accounts including Star TV Network, Castrol, Facebook and HSBC.

    The strategist’s résumé reads like a who’s who of Indian advertising: stints at Ogilvy & Mather, Bates, Lowe Lintas and McCann Erickson. He even dabbled in the start-up world as marketing director at VPTA, a grassroots sports venture.

    Hogarth, WPP’s creative execution powerhouse, appears keen to beef up its strategic muscle as brands demand more integrated approaches. Iyer’s appointment suggests the agency is betting on old-school planning chops to navigate an increasingly complex media landscape.

    The move comes as advertising’s traditional boundaries continue to blur, with strategy, creative and media planning increasingly overlapping. For Iyer, it’s another chance to apply his “cultural provocation” philosophy—this time from Hogarth’s Mumbai office.

  • Neena Gupta brings quick wit and quicker healing to Cipla Health’s new campaign

    Neena Gupta brings quick wit and quicker healing to Cipla Health’s new campaign

    MUMBAI: Cipla Health has rolled out a zippy new campaign for its flagship antiseptic brand ‘Cipladine’, casting veteran actress Neena Gupta as the face of its ‘Fast Aid Expert’ proposition. The campaign swaps predictable first-aid messaging for a punchy, pacey narrative built around speed, sass, and sharp relief.

    Conceptualised by Lowe Lintas and directed by national award-winner Vivek Dubey, the campaign features Gupta as a no-nonsense boss who always stays a step ahead—mirroring Cipladine’s fast-acting formula. With Shashie Verma playing her perpetually behind-the-curve assistant, the film delivers both healing and humour in equal measure.

    Gupta shared her excitement about the association, saying, “As someone who believes in tackling life head-on, I love the idea of being associated with a product that does the same. Cipladine is quick, reliable, and versatile, it reminds me of the kind of roles I enjoy doing. Being a part of this campaign was a delightful experience.”

    Sharing his thoughts, MullenLowe Global Group CEO – India & Chief Strategy Officer – APAC, Subramanyeswar S.  said, “Cipladine has long held the leadership position in its category, but true leadership lies not in maintaining the status quo, it lies in continuously raising the bar. We asked ourselves: how can a leader lead even more distinctively? The answer emerged in a powerful insight – speed – a critical need in first aid. That’s when we reimagined Cipladine not just as a product, but as a solution—a Fastaid expert in the world of FIRSTAID solutions.”

    Lowe Lintas president (Creative) Sarvesh Raikar added, “The category of first aid solutions has been quite predictable in its problem-solution communication approach. We needed to break the clutter with a fresh tone of voice. The idea of an ultra-efficient boss and her quests to set things right without wasting time served as a perfect backdrop to launch our refreshed brand idea – to move from ‘FIRST-AID to ‘Fast-Aid’ Expert. The chronicles of Neena Gupta and her secretary Sashi Verma, directed by the national-award winning director Vivek Dubey, effortlessly bring alive our new narrative of speed, while also bringing a smile on the viewers faces.”

    Launched across TV, digital, print, OOH and trade touchpoints, the campaign marks a bold shift in tone for the first-aid aisle—where speed now gets top billing.

  • Britannia Nutrichoice unveils bold new look with Face the Facts campaign

    Britannia Nutrichoice unveils bold new look with Face the Facts campaign

    MUMBAI: Britannia Nutrichoice is shaking things up on supermarket shelves with its bold new ‘Face the Facts’ campaign a refreshing take on snacking that’s as honest as it gets.

    The brand’s revamped packaging throws pretence out the window, confidently declaring, ‘We’re a cookie, and proud of it!’ No exaggerated health halos or super food comparisons just a whole wheat, high fibre snack you can actually enjoy without second guessing.

    Conceptualised by Lowe Lintas, the campaign embraces transparency and a straight talking approach, setting a new tone for mindful indulgence without guilt tripping consumers into unrealistic expectations.

    Britannia Industries Ltd. general manager, marketing Archana Balaraman stated, “Our Face the Facts campaign goes beyond a simple visual update. It is about opening a clear and direct dialogue with our consumers. The new Nutrichoice packaging is a reflection of our honest approach it sets the tone right from the first glance, without dressing things up. We want to empower consumers with knowledge, allowing them to confidently incorporate our cookies into their daily snack time.”

    Lowe Lintas president (creative), Vasudha Misra added, “With this packaging refresh, we wanted to cut through the noise and simply put the truth out there. It’s about empowering our consumers with clear information, so they can feel good about enjoying a Britannia Nutrichoice with their daily chai.”

    By embracing clarity and rejecting gimmicks, Britannia Nutrichoice celebrates the simple joy of snacking no filters, just facts.

  • Pukka brews a relaxing storm with self care in a cup’ campaign

    Pukka brews a relaxing storm with self care in a cup’ campaign

    MUMBAI: In a world that’s always on the boil, Pukka is serving up a much-needed pause. The UK’s no. one herbal infusion brand, recently launched in India by Unilever, has unveiled its latest campaign ‘self care in a cup’ encouraging consumers to slow down, unwind, and embrace relaxation.

    At the heart of this campaign is what could be the internet’s most calming film, an ASMR-inspired visual retreat crafted to soothe the senses. Conceptualised by Lowe Lintas, the film blends nature-inspired imagery, rhythmic sounds, and a gentle narrative, transporting viewers into a world of serenity, one sip at a time.

    Pukka’s wellness-first approach extends beyond visuals. The brand has also nudged night owls towards better sleep with thoughtfully placed ads on Spotify and Instagram, gently reminding them to swap late-night scrolling for a warm, caffeine-free herbal infusion.

    Leading the charge in this relaxation revolution is Pukka chamomile and lavender for night time sleep, a blend infused with Ayurvedic wisdom and handpicked herbs known to calm the mind and promote restful slumber.

    “With Pukka, we are committed to bringing the power of herbal wellness to every home. This film is more than just a visual escape, it’s an invitation for India to sip mindfully and embrace self-care,” said Unilever Beverages India head Ishtpreet Singh.

    Now available across top metro cities and major e-commerce platforms, Pukka’s herbal infusions are brewing a wellness movement, one cup at a time.
     

  • Godrej unlocks a new chapter in empowerment with Women’s Day campaign

    Godrej unlocks a new chapter in empowerment with Women’s Day campaign

    MUMBAI: What does a key unlock? For Godrej Enterprises Group, it opens doors to innovation, leadership, and limitless possibilities led by the trailblazing women across its organisation. This Women’s Day, Godrej is setting the stage for a powerful tribute with its campaign, ‘Unlock New Worlds,’ celebrating the unwavering spirit of women who are reshaping industries, one breakthrough at a time.

    Narrated by renowned poet and storyteller Helly Shah, the campaign’s centrepiece is a visually compelling and emotionally resonant film that takes viewers on a journey through the company’s diverse landscape. From manufacturing and aerospace research to design innovation and large-scale infrastructure, the film showcases real Godrej women who are pushing boundaries and unlocking new frontiers in their respective fields.

    Conceptualised and directed by Lowe Lintas, the campaign isn’t just a celebration, it’s a call to action. Through captivating storytelling, it highlights Godrej’s unwavering commitment to gender inclusivity, fostering an environment where women don’t just participate but lead and innovate.

    With ‘Unlock New Worlds’, Godrej goes beyond symbolic gestures, reinforcing the importance of investing in women-led initiatives. By spotlighting female professionals operating heavy machinery, spearheading cutting-edge research, and driving transformative projects, the campaign challenges norms and redefines what’s possible in male-dominated sectors.

    As Women’s Day 2025 approaches, Godrej Enterprises Group continues to champion a future where glass ceilings are shattered, opportunities are unlocked, and inclusivity isn’t just an idea it’s a movement.

  • Parinda Singh appointed marketing head Hindi Movie Cluster & Sony Marathi at SPNI

    Parinda Singh appointed marketing head Hindi Movie Cluster & Sony Marathi at SPNI

    MUMBAI: Sony Pictures Networks India (SPNI) has announced the appointment of Parinda Singh as head of marketing for its Hindi movie cluster and Sony Marathi.

    Bringing over 23 years of experience in brand building, consumer insights, and marketing strategy, Singh has worked with India’s top brands, media houses, and Fortune 500 companies. her expertise spans content marketing, digital media, fintech, and over-the-top (OTT ) platforms. She has a proven track record of developing growth strategies, scaling brands, and fostering cross-functional collaboration.

    Prior to this appointment, Singh served as a marketing consultant, advising leading organisations across sectors such as sports, media, and digital platforms. she has previously held senior marketing roles at Zee Entertainment, Star TV network, NDTV Imagine, and Bennett Coleman & Co. Singh has also worked ad agencies on the servicing side such as Lowe Lintas, FCB Ulka and Mudra Communications. She holds  a bachelor’s  degree in commerce and an MBA in marketing from NMIMS, Mumba.

    In her new role, Singh will spearhead marketing strategies, enhance brand engagement, and drive growth for the Hindi movie cluster and Sony Marathi, with a focus on delivering impactful campaigns that resonate with audiences.

  • Lowe Lintas launches bold ‘Be Different’ campaign for Merino Laminates

    Lowe Lintas launches bold ‘Be Different’ campaign for Merino Laminates

    Mumbai: Merino Laminates has launched a captivating 360° brand campaign, ‘Be Different’, to inspire homeowners to make bold style choices. Conceptualised by Lowe Lintas, the campaign features an intriguing film with actress Isha Talwar that challenges consumers to rethink traditional decor with Merino’s unique and aesthetically driven laminate designs.

    “With ‘Be Different’, we are empowering customers to create spaces that are as unique as they are,” said Merino Group chief marketing officer, Parveen Gupta. “Our new brand proposition reflects our commitment to offering designs that let our customers make confident style statements.”

    The campaign spotlights Merino’s Sampada Collection, a groundbreaking series of laminate designs inspired by Indian art and heritage, which sets new benchmarks in interior design. Sharing her thoughts, Lowe Lintas, president (creative), Vasudha Misra said, “As fine dining restaurants speak about produce that’s farm to table, here’s an advertising equivalent that’s as satisfying. Based on a simple myth, it led to an interesting visual device that still makes us smile, even after watching it a thousand times.”