Tag: Lowe Lintas

Ixigo takes a dig at cricket fans in latest campaign

MUMBAI: At a time when the entire nation has been struck by cricket fever, leading travel marketplace ixigo has come out with an all-new brand campaign that urges people to take a break from their TV screens and travel! The campaign features off-screen friend duo – Gaurav Kapur and Cyrus Sahukar, who humorously debate over their love for cricket and travel. The ad series also includes quirky lines that tie in to the campaign theme of “Koi Match Dekhega, Koi Duniya.”

Conceptualised and conceived by the Delhi office of Lowe Lintas, the idea was to use the agency’s extensive experience with e-commerce brands and startups to break away from the clutter of conventional category advertising.

Commenting on the campaign launch and agency on board, ixigo CEO and co-founder, Aloke Bajpai says, “ixigo has been at the forefront of innovation for online travel in India over the last decade. Our campaign is directed towards building wider brand awareness amongst travellers, enabling us to provide a larger customer base with the best travel planning solutions. We’re looking forward to engaging with a broader audience, who will witness wanderlust Cyrus encourage cricket-lover Gaurav to ditch the couch and plan his next trip. We are happy to be associating with Lowe Lintas and both these talented actors to launch this campaign.”

Lowe Lintas COO Naveen Gaur adds, “We’re extremely excited about the possibilities that the shared vision of ixigo and Lowe Lintas will unfold. We have used a short format film approach to inspire people to travel and showcase the seamless travel planning experience that ixigo offers.”

Launched in 2007, ixigo is India’s leading travel marketplace, with a user base of over 100 million travellers. ixigo allows you to compare and book from 120+ travel suppliers and OTAs across flights, hotels, trains, cabs and destinations.

May 12, 2018
Fastrack says move on with a single frame of mind

MUMBAI: For today’s generation it is important to keep things uncomplicated even if that be a breakup. To strike a chord with this audience, Fastrack has launched a new sunglasses collection, Unilens, that specifically centres on having a single lens across the front frame.

To promote the launch, the brand has released an ad campaign that has been conceptualised and created by Lowe Lintas.

Titan chief marketing officer for watches and accessories division Suparna Mitra says, “Fastrack being a young brand has always been the candid voice for the millennial generation. Often tagged as commitment phobic, this generation believes in living in the moment-keeping it clutter free. The Unilens collection sports single lens across front frame and is made for the youth who stays unruffled with the hassle of break-up and moves on with single frame of mind.”

Speaking on the agency’s edgy work produced for the brand, Lowe Lintas chairman and chief creative officer Arun Iyer adds, “When Fastrack decided to launch their new range of Unilens sunglasses, we realised it was ripe ground for us to play on the unique product design – singles framed glasses for a single frame of mind. The youth today wears their singlehood as a badge of honor and our campaign shows exactly that.”

Fastrack head of marketing Ayushman Chiranewala mentions, “Fastrack is a brand which never fails to resonate with the psyche of the youth. The new ad campaign seamlessly represents the fast- paced dating culture youngsters prefer nowadays, highlighting the benefits of singlehood with the new Unilens collection. The campaign is a testament to the unapologetic nature of the brand and celebrates the unflinching mindset of the millennials.”

The campaign showcases the Unilens collection priced between Rs 1199 to Rs 2499.

May 4, 2018
Tanishq targets southern markets in latest series of ads

MUMBAI: After the success of the national campaign for wedding jewellery collection Rivaah last year, Lowe Lintas has strung a new communication addressing Southern India’s Kannada, Malayalam and Tamil speaking population.

Keeping the central theme around the ‘precious bond’ between a father and a daughter, the new films are shorter in duration but have captured the same appeal as the previous campaigns. Shorter duration formats are a challenge and need careful crafting that relates to the three different communities. A separate long format film will be live on digital media. By catering to the distinct needs of each community, Tanishq eyes a larger pie of the South Indian wedding market through its Rivaah collection.

The campaign rests on the singular insight that a father always wants the best for his daughter. The films mirror the father’s feelings as his daughter is getting married. These moments are the purest and clearest manifestation of the father-daughter bond. Each film has a traditional setup of that community making it as relatable as possible for the target audience.

Tanishq associate vice president marketing Deepika Tiwari says, “Every father in the world wants the best for his daughter. The new films on Rivaah are our endeavour to show the same. These three films are an extension to our earlier Rivaah TVC. From Kasu Malai, Vanki and Oddiyanam for the Tamil bride to Saunta da Dabu , Kasina Sara for Kannadiga bride and Palaka Mala and Pulinakha Mala for the Kerala bride – Tanishq offers a wide range of traditional designs re-interpreted to current sensibilities.”

The films conceptualised by Lowe Lintas Bangalore capture intimate feelings showing the gush of emotions father goes through when he realises that it’s almost time to say goodbye to his daughter, as she prepares to start her new life. They have highlighted the nuances of each community, with the overarching thought of a father wanting the best for his daughter, cutting across all cultures.

Lowe Lintas chairman and chief creative officer Arun Iyer adds, “As easy as it is to know that a father and daughter bond is always unique and strong, depicting it is equally difficult. We are happy that we found such a beautiful way of showcasing a father’s love for his daughter with just his thoughts rather than his conversations.”

The campaign is live across online and offline media.

April 30, 2018
Publicis India appoints Russell John as VP for strategy

MUMBAI: Publicis India has announced the appointment of Russell John as vice president for strategy. John will be based out of Mumbai and will play a key role in shaping ideas and insights and nurturing growth for a number of brands for the agency. He will report to Sudeep Gohil, CSO and managing partner at Publicis India.

Russell joins Publicis India from Lowe Lintas where he was an associate vice president. He was one of the planners on the global team for Lifebuoy across the markets of South Asia, South East Asia, North Africa and the Middle East. Apart from that, he also managed the regional planning mandate for a host of brands including Pepsodent, Housing.com, Paranjpe Realty, Tata Tea, Britannia, Sonata Watches, ICICI Prudential Life Insurance, Bajaj Bikes, UTI Mutual Funds, Karvy Finance, BPCL among others.

Sudeep Gohil mentions, “From our initial meetings, I was excited about Russell joining us and working with our clients. He has a rare blend of characteristics, which make him a great person for the growing team. Humility, curiosity, passion, intelligence and a magnetic personality. I’m very enthusiastic to see his ideas come to bear on the work we are doing in the agency.”

Expressing his views on joining the agency, John adds, “In Sudeep Gohil, Srija Chatterjee and Paritosh Srivastava I found leaders who I wanted to associate with. It seemed like a buzzing and encouraging environment, which would give me an opportunity to add value to both the group as well as a varied set of brands. I am looking forward to lots of exciting associations and doing some great work for Publicis India.

Apart from Lowe Lintas, Russell has also worked for Leo Burnett and Brand David Communications where he handled diverse set of brands. Many of his projects have gone on to win multiple awards across international award shows. Particularly noteworthy is his contribution for Lifebuoy that ended up winning Effectiveness awards across the India Effie, APAC Effie and Global Effie award platforms.

April 27, 2018
Swiggy smashes creative sixer this IPL season

MUMBAI: Food ordering and delivery platform Swiggy has launched six relatable and witty television commercials this IPL season to celebrate two of India’s biggest passions — cricket and food.

The multi-lingual campaign is conceptualised by Lowe Lintas, Bengaluru. Swiggy roped in seasoned cricket commentator Harsha Bhogle and former cricketer and commentator Aakash Chopra to lend their voices to the TVCs.

The campaign highlights how Swiggy has changed consumers’ food-ordering habits with some of its unique differentiators such as ‘no minimum order’, ‘lightning fast delivery’ and ‘variety of restaurants’ to choose from. Considering the relevance of the campaign, apart from Hindi and English, the ads will be aired in Tamil, Kannada, Telugu and Bangla.

Swiggy VP marketing Srivats TS says, “The IPL-themed advertisements are fun and intriguing to watch as they explore relatable scenarios that have made Swiggy a household name today. Whether it’s a married couple or a full-fledged party watching the big matches, the idea is to showcase Swiggy’s role in changing the way India eats, by bringing out the brand benefits in a likeable and engaging manner while delivering a full entertainment experience to millions of people and fans.”

The TVCs have a simple storyline with minimal dialogues that cut straight to the chase. What makes them stand out is the execution including the comic expressions of the characters and the subtle yet smart interweaving of the spirit and sounds of the sport. It drives home the message that Swiggy is here to satisfy even the smallest of their consumer’s hunger pangs and food demands at lightning fast speeds. The TVCs are a right mix of consumer insight, targeting and product communication that is clutter-breaking and makes a mark. The films are directed by Abhinav Pratiman of Early Man Films.

“Cricketing jargon has always been part of the popular lingo in India. What we’ve tried to do with this campaign is to present the brand’s benefits in a fun, light-hearted, everyday context with cricket commentary delightfully punctuating the life situations,” mentions Lowe Lintas chairman and CCO Arun Iyer.

Besides the T20 in-game ad, the campaign will run on digital and across the brand’s social media platforms. Swiggy has also collaborated with Jordindian to create a couple of videos showcasing how cricket is best enjoyed with food ordered from the platform.

At the start of the T20 cricket season, Swiggy launched Match Day Mania, a 51-day long food festival that offers discounts across 13000+ restaurants in the cities Swiggy operates in. This integrated campaign, apart from television is being promoted across print, radio, digital platforms, as well as in restaurants.

April 20, 2018
Axis Bank promotes forex card for overseas travel

MUMBAI: Axis Bank has launched a digital campaign to create awareness about the convenience and safety of using Axis Bank forex cards over cash on foreign trips, enabling travellers to make the most of their experiences.

The campaign’s communication is crafted in line with the bank’s priorities and communication strategy of depicting progressive mindsets.

This campaign includes a series of short videos showcasing a modern day father–son relationship. Axis Bank strategised the campaign, leveraging consumer insights on how Indians have been increasingly taking overseas vacations and thereby underscoring the importance of creating further awareness about forex cards.

The UN World Tourism Organisation in a report released in January 2018, predicted that India will account for 50 million outbound tourists by 2020. The report also quoted operators stating that at present around 25 million tourists from India travel abroad which implies that the number would double from the current levels within the next two years. To put things in perspective, around a decade back, only eight million Indians were travelling overseas.

Axis Bank chief marketing officer Asha Kharga says, “We know that the predominant consumer behaviour is to carry cash, but doing so is inconvenient. One has to keep it safe, one has to look for money changers, the currency is unfamiliar and hence all these hassles come in the way of the holiday experience. Our forex cards addresses these functional barriers and we have showcased the same while being true to Axis Bank’s brand ethos of progressive mindsets.”

Lowe Lintas chairman and chief creative officer Arun Iyer adds, “The idea was to show how holidays are more fun filled when you don’t have to worry about forex in cash. This was brought alive through a modern story of father-son, where the son gets his father to take a break from work and cash, two long ingrained habits he had. And to make it appeal to all kind of travellers, we decided to keep it real and warm.”

March 30, 2018
Tanishq wants women to celebrate themselves with solitaire

MUMBAI: Celebrating the free spirit of women who are breaking shackles and following their hearts is Tanishq with its latest ad.

The film, conceptualised and developed by Lowe Lintas, tells the story of one such woman, who despite being a successful CEO decides to change direction in her life.

We see the woman walking into college, looking uncertain, but still determined. She has her moments of doubt, when she looks at the teenagers around her, but she overcomes them in a jiffy and takes her place among them. She’s all set to learn film making and start a brand new phase of her life.

Titan Company associate vice president of marketing, jewellery division Deepika Sabharwal Tewari says, “With this film we target progressive, career oriented women who have achieved something in their life by following their heart and doing things which they really want to do. A Tanishq Solitaire is a marker of their success for everything they’ve achieved, and still keep going. More & more women are indulging in buying jewellery because they are financially independent & believe in indulging in themselves.”

Lowe Lintas executive director Rajesh Ramaswamy adds, “It takes great courage to change the course of your life after a certain point, but we’re noticing a lot of women doing it. After all, ambition has no age, and this film is an ode to every such woman, who’s slowly and steadily turning into the woman she’s always wanted to be.

Solitaires by Tanishq are available for a starting price of Rs 54,000 at Tanishq stores across the country.

March 6, 2018
Tanishq celebrates love in latest ad as #LoveRemains

MUMBAI: The best occasion to talk about love is Valentine’s Day. Like every year, even this year, love will be celebrated once again with candies, marshmallows, soft toys, heart emojis, etc. But most often the true meaning of love is lost in this distraction. Jewellery brand Tanishq decided to do something touching.

The film conceptualised by Lowe Lintas and directed by Gauri Shinde helps to give Valentine’s Day a whole new meaning. The film brings on camera, real people who had a relationship in the past to talk about their belief in love. A series of candid conversations made by corporate executives, artists, actors like Sandhya Mridul and Manav Kaul, hark back to their relationships and cherish what remains – love.

As a brand that celebrates relationships, Tanishq, over the years, has always presented a very mature and progressive point of view on the subject of love. Be it the #Remarriage film, or the wedding film where the grandmother is joyfully mocking her granddaughter for not doing an intercaste marriage, the communication has always tried to break social stereotypes and portray more grown-up outlooks in communication.

Tanishq AVP of marketing Deepika Tewari says, “In this new film we captured seven real love stories. In the journey of life, these people fell in love and each of their relationship has left behind something that they will cherish forever. These stories pull a heart string and evokes a strong sense of emotion and are very relevant and relatable especially today. Because whatever happens in the journey of life we would like people to keep celebrating love.”

Lowe Lintas chairman and CCO Arun Iyer remarks adds, “On Valentine’s Day, everyone celebrates the beauty of love. But what about the difficult bits? It’s the ones who have seen this other side of love, that truly know what its like to be in it. We thought that Tanishq, a brand that has always shown the mature side of relationships; should not just celebrate the good parts of love, but also the sacrifices and hardships that make it stronger. It was a very difficult film to execute as everyone in the video is a friend or a friend of a friend, who is pouring his or her heart out on camera.”

February 14, 2018
US Polo launches campaign for kids category

MUMBAI: US Polo Assn has launched its new TVC that aims to highlight one of its true elements — camaraderie. Camaraderie is typically displayed between players, but the brand shows a special bond between a boy and his polo pony.

The TVC opens with a young boy, who is thrilled to be introduced to his Polo pony on the first day of his training. It captures the essence of the journey of this young boy from the first day of his training to his first official game. Over time, he develops a unique bond with his Polo pony, based on respect and endearment.

The film that lasts for about 75 seconds will be showcased on TV, YouTube and other social media channels and has been conceptualised collaboratively by Lowe Lintas and US Polo Assn with the intent to create brand presence and instil right values of the game in young polo enthusiasts.

Arvind Lifestyle Brands CEO Alok Dubey says, “We believe in starting young! This first kid’s television commercial reinforces the brand thought of ‘Start Young’ which appeals to the veracious side of both kids and parents. Not only does the bond between the boy and his pony weave brand principles of camaraderie, dedication and compassion but also creates an inspiring watch for the audience thereby increasing brand awareness and carving a niche in a market of many players.”

Lowe Lintas executive director Rajesh Ramaswamy mentions, “The bond between a player and the horse is extremely special. In this commercial, we extend the genuine spirit of polo to US Polo Assn Kids by showing the journey of a young polo player. And the lessons he learns that are beyond just the game.”

Lowe Lintas president Hari Krishnan adds, “US Polo Assn has created an entirely different category within fashion in India and has always been based on the true spirit of Polo, celebrating the camaraderie, traditions and lifestyle surrounding the game. This particular campaign takes forward the same tradition and camaraderie in the context of a junior polo player and the special bond he shares with his teammate-his horse.”

January 15, 2018
Britannia Marie Gold encourages homemakers to win a scooty

MUMBAI: Britannia Marie Gold has launched its new campaign #GoPlaces, wherein homemakers get the opportunity to win a brand new Scooty. Britannia Marie Gold has been the flagbearer for empowering and enriching the lives of everyday women and this initiative is aimed at fuelling the lives of homemakers by equipping them with the means to be independent.

The campaign kick-starts with a TVC and two digital films that are based on the insight that every homemaker has the drive to be more but often lacks the resources and opportunities. The TVC and the digital films beautifully capture everyday instances, wherein the homemaker makes the choice to become more, ensuring that her personal interests do not take a back seat as she goes about her usual responsibilities. While the TVC highlights the homemaker doing more for her child without any additional support, the digital films capture homemakers introspecting on their personal aspirations. All stories end on a high note as the #GoPlaces initiative provides them with the opportunity to realise their dreams, liberating them from self-doubt and dependence.

Britannia Industries vice president marketing Ali Harris Shere says, “Britannia Marie Gold believes that homemakers are everyday athletes in the journey to be more. They need the fuel that keeps them going both physically and emotionally. Marie Gold is that fuel. With the #GoPlaces campaign we are providing these athletes with the means to be independent so that it can help in fulfilling their aspirations.”

Lowe Lintas executive director Rajesh Ramaswamy adds, “Through the years of Marie Gold advertising, we have always tried to show the Marie woman as someone who runs the household, but also feels like more than just a homemaker. She balances her family’s needs and her own in an already packed day. But there was an opportunity to see her outside the context of a home. We wanted to show how much more she can accomplish when a bike comes into her life and makes her truly independent. That was a very exciting and fresh space for us to explore.”

January 9, 2018