ITV

Tag: Lowe Lintas

  • Xiaomi assigns creative mandate to Lowe Lintas

    Xiaomi assigns creative mandate to Lowe Lintas

    MUMBAI: Chinese mobile manufacturer Xiaomi India has appointed Lowe Lintas Bangalore to handle its creative mandate. The brand entered India in 2014 and in just three years, it has become the fastest brand to cross the 25 million mark in sales. Lowe Lintas has bagged the account on the back of informal evaluations Xiaomi has done of multiple agencies to identify its communications partner.

    India is one of the company’s largest markets outside China and the fastest growing amongst international markets. As per International Data Corporation’s (IDC) Quarterly Smartphone Tracker for Q3-2017, Xiaomi has 23.5 per cent of the Indian smartphone market at par with Samsung as the top smartphone brand in the country. The Redmi Note 4, has propelled Xiaomi to become India’s top smartphone vendor and has contributed to more than 40 per cent of the brand’s total sales.

    The online-only brand started building its offline business aggressively in 2017 through direct distribution and its own stores Mi Homes, Mi preferred partners and partnership with large retail chains. With presence in over 30 countries and regions, Xiaomi is expanding its footprint across the world to become a global brand.

    Lowe Lintas CEO Raj Gupta says, “It is a proud privilege for us at Lowe Lintas to be chosen by Xiaomi, a brand that has such a huge fan following. We will strive to reinforce this love and get more consumers to fall in love with Xiaomi.”

    Lowe Lintas South president Hari Krishnan adds, “Xiaomi is a part of our case study to prospective partners as a perfect example of a challenger brand. A brand that has become the leader by not just talking innovation, but by living it. We are, like millions around the world, fans of Xiaomi. And it is truly a pleasure and privilege when you get to chart the course of a brand that you really look up to.”

    A Xiaomi Spokesperson mentions, “Xiaomi is the No 1 smartphone brand in India. And what has helped us reach there is the constant innovation that is at the core of the brand. In just under three years, Xiaomi has won immense love and innumerable fans in this country. We now aim to establish our vision of ‘Innovation for everyone’ firmly and bring relevance through our products to every Indian. In Lowe Lintas, with its irrefutable experience and expertise in building lasting brands, we have found a perfect partner for the task at hand.”

  • Fastrack helps youth to find ‘Loopholes’ in latest campaign

    Fastrack helps youth to find ‘Loopholes’ in latest campaign

    MUMBAI: Fastrack has launched a new watch collection, Loopholes, that specifically highlights the design inspiration perforations on the straps. The campaign has been conceptualised by Lowe Lintas’ Bengaluru office.

    The creative leap that the agency took was to create two worlds, one within the hole and the other on the outside. The characters in the stories are seen getting their way by literally using the perforations as Loopholes (also the name of the watch collection) to their advantage and make a quick getaway. There are three films that amplify this idea.

    The campaign will be visible on online media – YouTube and social media platforms. A series of outdoor communication augmenting the design idea will also bolster the campaign’s visibility.

    Lowe Lintas Bangalore executive creative director Shiv Parameswaran adds, “Sometimes, the product itself can lead to an idea. In this case, it was the perforated design pattern of the watches. The typography we created for “Loopholes” also became the escape route for all our characters. After all, every situation has a loophole. You can get away if you spot them.”

    Fastrack head of marketing Ayushman Chiranewala adds, “The Loopholes collection is inspired by perforations on sports apparels blended with the unique Fastrack design language. It’s made for the youth who is always on the move. The campaign highlights the ‘holes/ perforations’ on the watches and adds a quirky and fashion forward touch which depicts how the consumer is on the lookout to get out of sticky situations by finding out loopholes. The collection has 36 watches sporting various functions like day date feature and multifunction feature, split equally between guys and girls.”

    Lowe Lintas president South Hari Krishnan mentions, “When Fastrack showed us their new range of perforated watches, we saw the quirk right there. Every perforation is a loophole and every loophole, an opportunity.”

  • Britannia NutriChoice promotes healthy food choices

    Britannia NutriChoice promotes healthy food choices

    MUMBAI: Health is tough and requires a lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. In its new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the results might show up late, the feeling of instant gratification is immediate.

    The idea of the campaign stemmed from the insight that people do not have the motivation to make healthy choices because they think the results will take a lot of time. Contrary to this belief, the gratification of feeling good when you start is instant. The campaign is targeted towards individuals in their late twenties and early thirties, who are contemplating taking their first step on the journey to health.

    Britannia marketing vice-president Ali Harris Shere says, “Britannia NutriChoice as a brand has always propagated making healthier choices. With the new campaign, the brand is making a clear shift to a purpose led communication, where the intent is to inspire people to start on their health journeys with the promise that the real result of making healthier choices lies in the feeling that they generate from within and NutriChoice Digestive is the perfect choice of snack to start your health journey with’.

    The TVC shows a slightly unfit 35 year old man who decides to start his health journey at a supermarket store, where the protagonist while browsing through the snacks aisle, chances upon NutriChoice Digestive. We see the protagonist the next morning at a park where he is clearly struggling to start on his health journey, unable to perform various exercises. But even as he struggles, he realises that he feels great to have started something healthy. The film ends with him choosing to have a NutriChoice Digestive instead of a donut, further reinforcing the ‘great feeling’ he experiences in continuing to make the good choices in life.

    Lowe Lintas spokesperson said, “When it comes to making the journey towards a healthier lifestyle, there is one feeling that resonates with most of us. The high of simply having made a start. A guy who has just started gymming or eating healthy feels fantastic on his first day. It’s an instant gratification, even though the tangible results of his efforts are months, maybe years away. We felt this was a relatable and fresh insight to encourage fence-sitters to make a healthy start.”

    The TVC has been rolled out across all major markets supported by a digital activation.

  • Lowe Lintas adds sparkle to Caratlane’s #GetDiwaliReady

    Lowe Lintas adds sparkle to Caratlane’s #GetDiwaliReady

    MUMBAI: During Diwali, online or retail brands in any category be it apparels or malls or real estate or automobiles and even jewellery are vying for attention saying ‘buy me’ by offering discounts and cashbacks.

    The online jewellery market is pegged at Rs. 8-10 billion market. It is growing five times more in comparison to its offline competitors. In a cluttered festive environment, the campaign #GetDiwaliReady conceived by the Mumbai office of Lowe Lintas aims to touch the hearts of millennials and encourages them to buy jewellery online. CaratLane, a Tanishq partnership, is aiming to take a larger share of the pie as they are entering their next level of growth with this campaign.

    Lowe Lintas president Anaheeta Goenka, “It was an interesting business challenge given to us. Create a consumer pull for modern everyday jewellery and build a human connect with the brand. The current generation values the relationships made away from the family – be it a place where they stay or a place where they work. And, thus was born the campaign idea of new “families.”

    CaratLane founder and CEO Mithun Sacheti says: “Our campaign celebrates the precious relationship that we build outside our family, in our newly set-up social ecosystems, who become our extended family. “

    Lowe Lintas executive director (creative) Akash Das: “There are many people who won’t be able to go home to celebrate Diwali.  Our script is about the friendships they have nurtured in a place away from ‘home’.”

  • ‘Perfectionist’ AB de Villiers drives on MRF Perfinza

    ‘Perfectionist’ AB de Villiers drives on MRF Perfinza

    MUMBAI: Tyre manufacturer MRF Tyres has unveiled an integrated campaign for its recently launched brand Perfinza. Targeted specifically towards users of luxury cars, the campaign will have brand ambassador & ace cricketer AB de Villiers promote Perfinza’s core message of being a ‘perfectionist’ on the roads.

    A perfectionist always strives for details and has a burning desire to outperform. This also means that he/she has an acute eye for precision. Perfinza by MRF brings all these attributes together so that riders can feel the perfection as they drive their cars.

    MRF Ltd. EVP – marketing Koshy K Varghese said: “Our R&D engineers had one word in mind when they engineered this tyre – Perfection. Perfinza by MRF is a tyre that delivers the perfect drive every time. The communication uses AB de’ Villiers, another outstanding example of perfection on the field and off it, to showcase how perfection in a tyre results in an exceptional driving experience.”

    The campaign by Lowe Lintas Chennai works to seamlessly facilitate MRF’s first-time foray into the luxury car tyre segment. With an approach that goes beyond communicating just the product, the attempt is to make the brand relatable to the TG, for whom perfection in everything they do is a way of life.

    Lowe Lintas president Hari Krishnan says, “Perfinza targets the luxury car segment. There is significant technology & research that has gone into the making of the product. The communication effort has been to establish the idea of perfection – which is the core expectation of the user and the core attribute of the brand Perfinza.”

    Along with the film, the campaign will explore other online and offline mediums including print, outdoor and digital.

  • Astral gets women brigade to warn open defecation

    MUMBAI: Open defecation: an issue that has been spoken about at great length in the recent past but has there really been any change in the habit? While the jury is still out there in the open, there are a few brands that have taken the onus of pursuing the cause and educating the masses on the need to stop defecating in the open. This initiative has especially gained steam after Prime Minister Narendra Modi’s clarion call to all Indians under Swachh Bharat Mission. Asserting its role as an evangelist for the cause, Astral Pipes has come up with a social message on the subject through its latest film.

    Open defecation is an inherent hygiene problem of rural India, more so with women whose safety is always ignored and compromised. So much so that it is a torture for rural women to defecate in the open – a problem which has been ignored by the male members since many generations – as a result of which women are teased, taunted, and even raped while going out to relieve themselves. To highlight this plight, Lowe LintasAhmedabad came up with a unique idea for Astral Pipes: time for women to take revenge at the casual attitude shown by the male members in spite of Government of India funding the construction of toilets under the Swachh Bharat Mission.

    Sharing his thoughts on the need to be associated with this social cause, Astral sr business development manager Kairav Engineer said, “Astral Pipes is a leader in the CPVC pipes category. Our leadership is attributed to our single-minded focus on innovating to create efficient water management products. But, at one end where we are pioneering products that improve the quality of sanitation management in our country, there are still thousands of women who are denied basic sanitation, forcing them to resort to open defecation. With this campaign, we are not only hoping to spark a realisation about the evils of open defecation amongst those who are the most inflicted, but also support the Government’s Swachh Bharat initiative by creating awareness among masses and playing our part as responsible corporate citizen.”

    The film is set in a rural background where few men are seen making a beeline to the open fields as part of a ritual that’s as old as humanity itself. What seems like a normal routine is actually a disturbing trend where they head out in the open at the dawn of sunrise every day to relieve themselves. This habit has led many womenfolk to follow suit without actually wanting to partake of the habit. Dreadful as they are when they venture out due to fear of being spotted or followed or even picked upon by passer-byes, womenfolk have very little choice as the men refuse to take cognizance of the dangers that face them every passing day. But this can no longer be a casual affair and the womenfolk have found just the right way to teach the men a lesson.

    Acting as moral brigades, the womenfolk are shown surrounding the men as they take positions in the field to carry out their morning routine. In a single chorus, they belt out a meaningful rendition that despises the actions of men for ignoring threats faced by women when it comes to open defecation. So much so that they make them realize the importance of constructing toilets in their own homes instead of surviving on external factors. In the end, the men come to terms with the importance of building toilets at home so that the womenfolk feel secure and basic hygiene is maintained.

    Elucidating on the campaign thought, Lowe Lintas ED Sagar Kapoor said, “We are very excited to begin the Social Mission journey with brand Astral. The issue of open defecation has been taken up by many brands and authorities. And thankfully so. There’s so much to be done in the area. The irony is the rural menfolk take this issue as lightly as a nag by the women. While on the other hand open defecation has drastic outcomes like eve teasing, rape and even murders of women. Our communication piece therefore has taken a very different tone and pitch, to bring about not just awareness but also effect change.”

    The film has been launched on the online as well as offline platform and will be pushed extensively across government-promoted outdoor initiatives as well

  • Lintas designs Burger King’s Whopper TVC

    MUMBAI: Burger King India, the renowned International fast food franchise launches its first ever TVC, with an aim to establish its signature product, the “Whopper”, as the unequivocal leader in the market. The campaign conceptualised by Lowe Lintas Mumbai and the film, directed by Kishore Iyer (Nirvana Productions), is primarily targeted to India’s millennial generation, and will aim to strengthen brand awareness.

    The ad started on 12 May and will be extended across the digital medium. The new integrated campaign will have a multi-pronged approach, with reach on TV, in-store and across digital and social platforms.

    In its quintessential authentic tongue-in-cheek style, the TV spot opens with a group of teenagers trying to guess at the correct pronunciation of the Whopper. With this typical style, Burger King subtly concedes that the Whopper is often mispronounced in India. However, the spot goes on to take a good-humoured dig that it doesn’t matter what how a guest pronounces the Whopper, so long as it is not called a burger, because the Whopper is indeed bigger than the average Burger. Burger King aims to extend this creative thought in many further interesting ways through on-ground activations and innovations.

    Raj Varman, Chief Executive Officer, Burger King India said, “The Whopper is inimitable and bigger than a quintessential burger in both flavour and size. This is exactly what we wanted to impress upon in this campaign. Our guests absolutely love the Whopper and give us credit for offering a BIG product at an affordable price. It is truly value for money to get this great tasting, high-quality, super-sized Whopper starting at just Rs. 109. This commercial is a great combination of a real consumer insight and a powerful product differentiator. The insight in connected to our brand philosophy of your way and encouraging people to be their true self. We had done extensive research to land on the most powerful differentiator for the Whopper, which is the fact that it is bigger than any comparable burger at that price and that’s the central idea of this TVC.”

    Burger King will launch a limited time offer, in time for the campaign, where a full Whopper meal with fries and Pepsi will be available starting at only Rs. 99 (plus taxes).

    Arun Iyer, Chairman & CCO Lowe Lintas said: “Whopper” is the flagship product of Burger King, globally. The brief was to launch this flagship product in India by telling the millennials this truth “It’s not a burger, it’s a whopper” while keeping it in sync with the brand philosophy of “your way”. However the challenge for us from the India context was two fold – “Whopper”, the word, is not used enough plus we needed to bring alive the brand philosophy (of Your Way) for the Indian millennial. That’s when we noticed the Indian truth for the Whopper- it was mispronounced a lot thanks to the way the spelling reads. We felt this ‘mispronunciation’ was an opportunity to leverage wherein the brand accepts millennials as they are and also demonstrates its ability to laugh at its own reality of people mispronouncing the whopper, hence the idea of “call it whatever, never a burger”. This not only landed the brand philosophy but also delivered on the core attribute of ‘authenticity’ that the brand has at its core.

  • Mumbai Indians: Lintas designs #CricketMeriJaan

    MUMBAI: It’s possibly the only team at the moment that’s having a magnificent run at the Vivo IPL T20. And much of that could be a result of the faith & support being reposed by the fans in the team. This gesture of the unconditional love for the team by the fans is captured appropriately in the latest communication initiative that has been rolled out by Mumbai Indians.

    Conceptualized and executed by Lowe Lintas Mumbai, #CricketMeriJaan is the credo that the team is moving ahead with as it reaches out to its fans spread far and wide. Led largely by Outdoor, Print and Digital, #CricketMeriJaan seeks to make the Mumbai Indians franchise a winning, successful sporting brand beyond just IPL. The insight behind the campaign was that while in all the other cities the people are fans of their respective teams, when it comes to Mumbai, the people are fans of the game first and then the team. Thus for team MI and its fans – cricket comes first.

    The approach was to give the brand a deeper philosophy, one that only a team emanating from the city of Mumbai (the Mecca of Cricket for this country) can own, a philosophy that will stoke the pride and passion of a fan and make him/her feel superior to any other fan of any team.

    Commenting on the communication objective, Mumbai Indians Spokesperson said, “Cricket Meri Jaan – is not just a campaign thought developed by Lowe Lintas, but it emulates the way of life for the players of Mumbai Indians and the fans of Cricket as a sport to swear by. The campaign has brought forth the ‘fan of cricket’ aspect amongst Mumbai Indians players and goes on to resonate the sentiments of millions of Indians towards the love for the sport.”

    Sharing the creative challenge undertaken by the agency, Lowe Lintas chairman and CCO Arun Iyer said: “In India cricket is religion and Mumbai is considered to be the holy land. We wanted to infuse this city’s ‘love for the game above all else’ into the brand as this would help it forge a deeper bond with its fans, irrespective of which city or country they come from. Given that MI also is known to be the team that displays the most ‘team-work’ further allowed for it to uniquely own this philosophy of ‘Cricket Meri Jaan’. We brought this philosophy to life by capturing the ‘on-field energy of the game’ as these are the visuals that remain embedded in a fans heart whenever he or she reminisces about the game.”

    The campaign has been rolled out with a big focus on merchandise and ticketing collaterals, which is crucial from business standpoint. Apart from this, the idea has been launched in a big way via stadium branding (Wankhede), Outdoor, Press ads, Bus shelters, branding on local trains on Western Railway & Central Railway and also on BEST buses.

  • Lowe Lintas appoints Naveen Gaur as COO

    MUMBAI: MullenLowe Lintas Group has announced the elevation of Naveen Gaur as the chief operating officer, Lowe Lintas. He was until now the president of Lowe Lintas in charge of the New Delhi (NCR) operations.

    Effective immediately, Naveen would oversee Lowe Lintas’ offices in New Delhi (NCR), Bangalore, Chennai, Hyderabad and Kolkata. He continues to be based in New Delhi and will report to Raj Gupta, whose elevation to CEO, Lowe Lintas was announced a few days back.

    Commenting on the appointment, MullenLowe Lintas Group chairman & CEO Joseph George said: “Naveen has played a significant role in strengthening Lowe Lintas’ operations of New Delhi (NCR) and has had an incredibly successful run the past 5 years. His proven track record of driving growth and creative excellence makes him a very strong support for the Lowe Lintas leadership of Arun Iyer and Raj Gupta as we put in place an ambitious and futuristic roadmap for the agency.”

    Commenting on his appointment, Naveen Gaur said: “It’s a great opportunity and a privilege to further strengthen this great agency, as we move into this ever changing dynamic business environment. I look forward to partnering with Arun and Raj to drive this agenda.”

    Naveen joined Lowe Lintas in 2010 as Branch Head, Delhi. Over the years, he has built a strong team of professionals and encouraged an entrepreneurial culture of growth and creative excellence. Under his leadership, the Delhi office added clients like OLX, Sun Pharma, Pernod Ricard, Cargill Foods, Google among others over the past few years. He even led his team to win major accolades across effectiveness award shows each year over the past seven years.

    In a career spanning over two decades, Naveen has built a startup health and wellness, been the Chief Growth Officer at McCann Worldgroup India, and Business Director (at McCann) for clients such as Coca-Cola, Mastercard, Microsoft, Reckitt & Colman, General Motors, Bacardi, Dabur amongst others.