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Tag: Lowe Lintas

  • Lowe Lintas breaks stereotypes with Dollar Athleisure campaign

    Lowe Lintas breaks stereotypes with Dollar Athleisure campaign

    Mumbai: Dollar Industries has launched its latest campaign to promote its range of Athleisure – a category that is gaining a lot of traction recently. The campaign, conceptualised by Lowe Lintas, prompts the viewer to question stereotypes present in society when it comes to dressing for an occasion.

    Dollar Industries MD Vinod Kumar Gupta said, “In an era of comfort and style, Athleisurewear has emerged as a dominant trend in the fashion world, prompting us to focus on an entire range of cool fashionwear – Tank Tops, Crew Necks, Henleys, Polos, Sweatshirts, Jackets, Hoodies, Bermudas, Capris, Track Pants, Joggers and Socks – which perfectly marry the young consumer’s desire for comfortable yet trendy and versatile clothing options which they can wear at multiple events and locations. What makes matters more interesting is that even professions that traditionally demanded suits, or at least a shirt and tie, are now relaxing their dress code policy as millennials move into positions of management and decision-making. Exactly what inspired us and Lowe Lintas to argue against acceptable social dress norms in our campaign and promote Dollar Athleisure as the perfect balance between casual comfort and chic style.”

    The film, directed by renowned film director Manav Malhotra, is a stylised montage borrowed from walks of life demanding that we dress formally. From board meetings to college classrooms, from marriages to dining out – society expects to uphold certain dress codes. The film challenges the stereotype and promotes athleisurewear as an acceptable style for all occasions.

    Lowe Lintas unit creative director Mohit Pasricha said, “As Coco Chanel once famously said, fashion fades, only style remains, and athleisure is definitely a fashion. But in saying that, it’s a very comfortable one, and once people get comfortable, it’s hard to change their minds. Simply look around us. The style on the street has changed dramatically. Women are sporting leggings, crop tops and sports bras, men are spotted in sweatpants, hoodies and sneakers. This emerging lifestyle emphasises one simple thing: The universal need to dress comfortably. And, that is what led us to challenge formal dress codes and celebrate informality as the new way of life.”

  • Kapil Batra joins Lowe Lintas as president

    Kapil Batra joins Lowe Lintas as president

    Mumbai: Lowe Lintas, an advertising agency announced the appointment of Kapil Batra as president at its Mumbai office, effective immediately.

    Kapil’s hire completes the creative leadership team at Lowe Lintas Mumbai. The aim is to take the Mumbai office to new creative heights and continue Lowe Lintas’ legacy of delivering impactful and culturally relevant work. He will report to Prateek Bhardwaj, chief creative officer (CCO), to further strengthen the agency’s creative and strategic vision.

    Kapil Batra brings with him over two decades of experience in the advertising industry, with a track record of creating iconic campaigns. His prior experience includes leadership positions at Wieden + Kennedy India and McCann Erickson.

    His body of work includes the much-celebrated “PayTM Karo” campaign, the endearing “Share a Coke” series, the evergreen “Mirchi Sunne Wale Always Khush (Rudaali)”, Yatra.com’s “Ehsaan mat lo, discount lo”, Happydent’s “Dikha Bateesi kar baat achhi si” campaign and the widely acclaimed “Dettol Soap Bubbles” activation. Kapil’s creative genius has been recognized at prestigious platforms including Cannes, D&AD, Clio, One Show, Spikes Asia, and Effies, among others.

    Lowe Lintas chief creative officer Prateek Bhardwaj commented, “To me, Kapil embodies what Lowe Lintas has stood for over the decades – total commitment to creative excellence and a collaborative, team-first approach. His work on PayTM, Perfetti and Coca-Cola is legendary and I have no doubt that his creativity will propel and inspire the team to new creative heights. Along with Sarvesh Raikar and Madhu Noorani in Mumbai, Vasudha Misra in Delhi, and Arpan Bhattacharyya and Litna Das in Bangalore, our senior creative leadership team is complete and ready for the future.”

    Kapil’s appointment comes at a time when Lowe Lintas is focused on further strengthening its creative offerings and expanding its footprint in the Indian advertising landscape. The agency is focused on crafting brands of the future, with profound ideas on every single culture, stories that will change the way brands can connect, the way they can lead, and the impact they can have on the world.

    Kapil Batra, on his new role as president of Lowe Lintas, stated, “Joining Lowe Lintas as President of the Mumbai office is an incredible opportunity to be part of an agency that consistently pushes the boundaries of creativity. Lowe Lintas has a rich legacy of creating work that is not just memorable but also meaningful. I am excited to contribute to this legacy and work alongside Prateek Bhardwaj and the immensely talented team here to create campaigns that resonate with audiences and make a real difference for our clients.”

  • Pankaj Tripathi starrer TVC campaign unveils Berger Paints’ Roof Kool & Seal

    Pankaj Tripathi starrer TVC campaign unveils Berger Paints’ Roof Kool & Seal

    Mumbai: Berger Paints India Ltd has launched a new TVC starring actor Pankaj Tripathi to unveil Berger Roof Kool & Seal, an advanced waterproofing range. As the primary shield against the elements, the roof is often the most affected area of a house. Withstanding both heavy rains and harsh sunlight can result in cracks and elevated temperatures inside. Berger Roof Kool & Seal is specifically designed for India’s extreme weather conditions. It actively reflects heat and offers long-lasting water protection, making it ideal for comprehensive roof care.

    Directed by film director Ryan Mendoca, Berger Paints’ latest TVC opens on Pankaj Tripathi and his family sweating profusely as the scorching sun beats down on their home. Buckets have become an integral part of their lives. Seasons come and go, but the buckets remain omnipresent – collecting sweat dripping down faces during hot summers as well as water dripping from leaking roofs when monsoon arrives. It seems that there is no respite until a simple solution arrives in the form of Berger Roof Kool & Seal.

    The campaign aims to effectively communicate the benefits of Berger Paints’ latest waterproofing range, while engaging a broad audience through impactful storytelling. Through the TVC, Berger Paints targets homeowners in search of effective waterproofing solutions, offering a durable, dual-purpose product that sets a new standard in the industry. Berger Paints aims to become the third largest player in the waterproofing and construction chemicals segment, expecting the newly launched Roof Kool & Seal range to significantly contribute to the Company’s revenue.

    Berger Paints India Ltd managing director & CEO Abhijit Roy says, “The demand for waterproofing products and interior cooling solutions is rapidly increasing. As customers seek hassle-free options, there is a growing need for comprehensive solutions that address both needs efficiently and effectively. This time we are proudly presenting Berger Roof Kool & Seal—the next-generation solution for superior roof protection and cooling. As we unveil our latest waterproofing and roof cooling products through TVCs and digital media, we aim to connect with our target audience and highlight the benefits of these innovations, emphasizing how the process has been simplified and made more accessible in today’s market”

    Commenting on the campaign, Lowe Lintas executive director Arpan Bhattacharyya said “In a tropical country like India sweating is a way of life. So, when we conceived the film, we took the liberty of showcasing sweat as a creative metaphor – not just with people who sweat profusely during sultry summers but also with our roofs that begin to leak during heavy monsoons. Against this reality, we juxtaposed the dual advantage of our brand – superior thermal insulation and protection against leaking roofs – laddering ultimately to the solution: Paseena maat bahao, Berger Roof Kool & Seal lagao.”

  • Tanishq unveils its festive campaign ‘Nav-Raani’

    Tanishq unveils its festive campaign ‘Nav-Raani’

    Mumbai: Indian jewellery brand – Tanishq has launched its festive campaign ‘Nav-Raani’ with a film directed by international filmmaker Mira Nair, marking her first Indian TV commercial. Conceptualised by Lowe Lintas, the campaign celebrates modern women, portraying them as “queens” who embody grace, strength, and confidence.

    The Nav-Raani collection features intricately handcrafted jewellery, merging traditional designs with contemporary flair. Set against a Diwali backdrop, the film showcases women in festive moments, wearing the collection to enhance their elegance and power, reflecting their ability to balance family and professional life with ease.

    Tanishq CMO Pelki Tshering said, “This Diwali, we are excited to bring to you ‘Nav-Raani’ – royal jewellery for modern-day queens. In true Tanishq tradition, our campaign celebrates the brilliance of women who wear their grace, warmth, and elegance like a crown, effortlessly winning hearts and shining in every aspect of their lives. It reflects Tanishq’s enduring belief that every woman is a modern queen, deserving of jewels that mirror her inner beauty and strength. Through her deeply personal and nuanced storytelling, Mira captured the essence of Tanishq and modern royalty in a truly compelling manner.”

    Speaking about the campaign, Lowe Lintas president (creative) Vasudha Misra added, “The age of royalty may well have set in India, but if you look closely, you will still find many queens ruling, nurturing and expanding their kingdoms. These are the Nav-Raanis that Tanishq seeks to celebrate through this campaign. Queens who might not be at their resplendent best every day of the year. But come Diwali, she adorns herself with the jewels that befit her inner beauty and strength. The grand empress of cinema, Mira Nair, has infused each sequence with splendour of course, but also with a personal, intimate touch that makes each woman in the film, identifiable to every woman who’ll watch them.”

    Tanishq has consistently connected with women through campaigns that go beyond jewellery, reflecting their lives and stories. The latest campaign reinforces the brand’s belief that every woman is a queen, deserving of jewellery that reflects her strength and beauty. As Diwali approaches, Tanishq encourages women to embrace their inner Nav-Raani and adorn themselves with the season’s unique jewels.

  • Tanishq’s new film celebrates equal partnership in marriage

    Tanishq’s new film celebrates equal partnership in marriage

    Mumbai: Rivaah by Tanishq, a wedding jewellery destination from the house of TATA, launches a heart-warming campaign that celebrates the modern bride who charts her narrative. conceptualised by Lowe Lintas, the campaign highlights her progressive mindset, and beliefs, and how it holds for her wedding as well. Marking a new milestone, Tanishq is launching its first-ever 3-minute-long multilingual film on Television, representing India’s diversity and adding to the brand’s legacy of compelling and expansive storytelling. This multi-starrer film features actors from various regions, further emphasizing Tanishq’s deep connection and resonance with diverse audiences from across states in India.

    For Marriages Crafted by You is the essence of this campaign, underscoring the idea that the modern bride plays an active role in shaping her wedding journey. Today’s bride is a trailblazer, merging the old with the new, placing herself at the heart of her story. Embracing traditional values and modern upbringing in equal measure, she steps into this new chapter with her groom as an equal partner. Together, they share the journey of adaptation and change, thus reflecting the shifting landscapes of modern relationships and marriages. The film celebrates not just the warmth and relationships shared by the bride and her family but also shines a spotlight on the bride’s agency in navigating her wedding journey. In true Tanishq style, the storytelling remains charming, endearing, and filled with emotion, continuing the brand’s legacy of crafting heart-warming narratives with a modern, progressive take on traditional values and this time in the wedding context.

    This film, through a poignant yet subtle narrative, makes a bold and powerful statement and challenges expected societal norms. As the bride reflects on the changes marriage brings forth, she poses a question: why should the responsibility of adapting and adjusting fall solely on her? The film then reveals the groom as an equal partner, ready to share the responsibility and navigate their new life post-marriage, together. Through a light-hearted yet emotional tone, the film thus portrays marriage as a beautiful union of equals, where both partners embrace change. It establishes the deeper message of equal marriages and focuses on the new-age bride charting her own narrative.

    As the guiding force of her wedding, the bride takes her loved ones through a harmonious blend of tradition and modernity, crafting a day that reflects her unique journey – for marriages crafted by you, for you.

    The narrative features brides and jewellery from across major regions of India and highlights not only the rich diversity of traditions and cultures but also the shared emotions of love, understanding, and playful banter between the bride and her family.

    The film features an ensemble cast including Tanishq’s brand ambassadors, Nayanthara for the Southern region and Mimi Chakraborty for Bengal, as well as the acclaimed veteran actor Shobha Khote.

    Tanishq CMO Pelki Tshering said, “Rivaah by Tanishq sees marriage through the eyes of modern brides from regions across India. Today, with the evolving dynamics of relationships, our brides play an active role in crafting marriages that are uniquely theirs. Our campaign highlights the significance of equal partnerships, where both individuals embrace change together. Through this narrative, we celebrate every bride’s ability to create a marriage that reflects her identity, her path, and the future she and her partner will build together.”

    Speaking about the campaign, Superfly Films founder & director Kopal Naithani said “The new Rivaah film raises the question of what modern marriages should look like. Traditionally, the burden of change and adjustment in a marriage has often been placed on the bride, reflecting societal expectations of women. However, the Rivaah film reimagines these norms by suggesting that the responsibility of change should not rest solely on the bride. Instead, it presents a more balanced and equitable vision of marriage, emphasizing mutual respect and shared responsibility.”

    Lowe Lintas head of creative  Arpan Bhattacharyya Bangalore said, “A marriage is a new chapter for all involved. Why then should the onus of changing, adapting, and compromising rest with the woman and her side of the family? A marriage of equals should mean that both sides take up the responsibility for change. Equally. That’s the message this campaign is designed to convey.”

    Rivaah by Tanishq’s latest collection features stunning wedding trousseaus for all regional brides, beautifully balancing traditional charm and contemporary appeal. For brides in metro regions, the collection showcases some stunning modern polki and diamond designs. Crafted for the bride who knows her worth and celebrates her journey, experience the warmth, elegance, and empowerment of the new age bride with Rivaah by Tanishq – where every piece tells a story of love, equality, and timeless elegance.

  • Super Vasmol Kesh Kala 33 unveils new TVC

    Super Vasmol Kesh Kala 33 unveils new TVC

    Mumbai: Hygienic Research Institute Pvt Ltd (HRIPL) has unveiled a new TVC for Super Vasmol Kesh Kala 33, oil based hair colour under Brand Vasmol. The TVC addresses the needs of young women who are looking for safe coloring options with natural ingredients.

    The film begins with a young woman applying Super Vasmol Kesh Kala 33 to her greying hair as her younger sister enters, recording the process. The younger sister praises her sibling’s bravery for coloring her hair and addressing the belief that hair color leads to bleaching and premature greying. The elder sister clarifies that it’s not about bravery but about choosing a safe option. She explains the benefits of Super Vasmol Kesh Kala 33, an oil-based hair color with a unique blend of oils and natural ingredients that delivers a natural black color and is completely safe. The TVC shows how the product is easily applied like regular hair oil, washed out after an hour, and should be reapplied every 15 days. At the end, the younger sister admires her elder sister’s beautiful black hair and calls her brave. The TVC concludes with the elder sister saying the brand’s famous tagline with a twist: ‘Safed nahi rahenge mere baal, Vasmol ne kiya kamaal.’

    Speaking about the new TVC, HRIPL MD & CEO Dheeraj Arora said, “Vasmol has been a trusted ally for generations, providing safe hair coloring options across India. With this new TVC, we aim to broaden our consumers and to reach women aged 28-35 years who have started seeing early greys but may hesitate to color their hair due bleach-induced damage to hair. For decades, Super Vasmol Kesh Kala 33 has been the most trusted brand which offers credible hair coloring solutions. Super Vasmol Kesh Kala 33 is a unique blend of oils with natural ingredients like Amla, Hibiscus and Bhringa Raj.”

    “The brand aims to evolve and resonate with modern women by offering natural and safe hair coloring options that align with today’s needs. The latest TVC emphasizes the rational relevance of Vasmol & why it is still the safest hair colour as it was decades back l, highlighting its relevance to the current generation. It underlines that the essence of Super Vasmol Kesh Kala 33’s age-old traditions is as sacrosanct to modern women as it was to previous generations. This campaign serves as a bridge between cherished traditions and the dynamic, ever-changing aspirations of today’s women, demonstrating that Vasmol’s values are enduring and adaptable. The modern-day woman is both brave and beautiful and that’s the ‘Kamaal’ the brand brings into their lives,” said Lowe Lintas president Madhu Noorani.

    The brand film has been released in Hindi, Odia, Tamil, Telugu, Bengali and Assamese languages.

  • Britannia Little Hearts unveils a new look with a paw-some campaign

    Britannia Little Hearts unveils a new look with a paw-some campaign

    Mumbai: Britannia Industries is thrilled to unveil the refreshed look of its beloved Little Hearts, now featuring vibrant, modern packaging, designed to captivate today’s new-age consumers through its TVC campaign – Every Bite, Full of Heart. For over three decades, Little Hearts has transcended generations with its unique design and irresistible taste, becoming a cherished part of childhood memories and special moments with loved ones. The new look for Little Hearts shows Britannia’s promise to keep up with evolving times while keeping the same taste that consumers love.

    With a blend of nostalgia and modernity, Little Hearts stands out as a sweet, poppable delight and remains a symbol of joy, happiness, and deliciousness. The new packaging reflects an iconic and distinct aesthetic, while the taste remains timeless, ensuring it continues to be loved by all generations.

    The Little Hearts film, conceptualized by Lowe Lintas Bangalore, captures a delightful sequence starting with a couple, sitting on a sofa. The guy offers a packet of Little Hearts to the girl, and she savours one, triggering a whimsical series of events: a puppy appears, and as they indulge in more Little Hearts, they are surrounded by playful puppies, symbolizing the warmth, joy, and affectionate playfulness in each bite of Little Hearts.

    “Reviving Little Hearts with a modern touch has been an exciting journey for us,” stated Britannia Industries CMO Amit Doshi. We have dedicated ourselves to crafting a fresh appearance that not only resonates with today’s consumers but also stays true to the essence of the brand. With our efforts in redesigning the packaging and elevating the brand experience, we’re not just paying homage to the joy, nostalgia, and irresistible taste that has charmed generations with Little Hearts, but we’re also revitalising it for a whole new era of snack enthusiasts. Our dedication to this iconic snack reflects our commitment to continuously innovate and delight our customers, ensuring that Little Hearts remains a beloved favorite for years to come.

    Lowe Lintas South executive director, head of creative – copy Arpan Bhattacharyya said, “Little Hearts is an iconic brand. There’s nothing quite like these little heart-shaped biscuits. And we felt that the advertising for it should be the same. We wanted to symbolise the feeling that you get when you pop a Little Heart into your mouth. Cute, cuddly, adorable puppies seemed to be the right answer!”

    Britannia Little Hearts delivers an enriching experience that fills your heart with joy with every bite. The feeling you get is akin to a hundred cute puppies jumping all over you, symbolizing a delightful sweetness like no other. It’s an attack of cute hearts that captures the essence of joy and happiness. The new design encapsulates the spirit of fun, surprise, and shared moments, ensuring that Little Hearts remains a household name synonymous with happiness and deliciousness.

  • Poonam Wahi Films & Lowe Lintas collab with Dollar Industries Ltd for their latest campaign

    Poonam Wahi Films & Lowe Lintas collab with Dollar Industries Ltd for their latest campaign

    Mumbai: Poonam Wahi Films is proud to have collaborated with Lowe Lintas and Dollar Industries Ltd on their latest campaign, “Welcoming Monsoon Without Hesitation”. The film, directed by renowned director Arko Provo Bose, is a visually stunning recreation of a 16th century Mughal era setting, with a modern twist.

    The campaign takes viewers on a journey through time, transporting them to the majestic courtyard of emperor Akbar’s court, where the famous musician Miyan Tansen sings his timeless raga, “Miyan Ki Malhar”, to invoke the monsoon rains. As the rains pour down, the emperor’s family and their guests slip on their raincoats, courtesy of Dollar Industries Limited’s latest rainwear collection.

    The campaign aims to promote Dollar Industries Ltd’s new range of rainwear as a fashion statement, rather than just a functional product. The film’s blend of historical accuracy and modern flair is a testament to the brand’s commitment to innovation and style.

    According to producer Poonam Wahi, “Dollar Rain guard ad centers’ around a humorous yet relatable concept. The ad is a perfect example of how a cohesive team, a well-crafted script, and a supportive client can come together to produce a successful and impactful commercial. The project involved seamlessly integrating various elements — script, casting, location, direction, and post-production — to create an ad that is both entertaining and informative.”

    Director Arko Provo Bose added, “Handing a period piece is always a challenge. The idea was to not blatantly shoot it like a spoof. In a country which swivels between Mughal-e-azam and Jodha Akbar, finding the middle path was a task that the team was ready to take on. Overcast skies did spoil the party for a bit on shoot day but overall it came off great, thanks to some proper post production. A truly humorous script from the agency, freedom to execute it my way and some able production helming the project led to this hilarious piece.”

    Lowe Lintas creative director Mohit Pasricha, praises Poonam Wahi Films’ professionalism: “As a creative, all you need from a production house is for them to stand by you and provide the best possible support in terms of product quality, logistics, and timelines – that’s everything PWF brought to the table. Though they’re new on the block as a unit, they are hardcore advertising and production professionals. It turned out to be a smooth run in the rain with them. My thanks and best wishes to them for their future projects.”

    With Poonam Wahi Films’ captivating storytelling and Dollar Industries Ltd’s latest rainwear collection, get ready to welcome the monsoon without hesitation.

  • “Abby Awards 2024 powered by One Show saw a rise in participation from media and creative companies”: Ajay Kakar

    “Abby Awards 2024 powered by One Show saw a rise in participation from media and creative companies”: Ajay Kakar

    Mumbai: The 55th edition of the Abby Awards powered by One Show marks a milestone in the recognition of excellence in advertising, bringing together the industry’s brightest minds and creative talents. This year’s awards showcase an increase in participation and entries, reflecting the growing competitiveness in the advertising community.

    Indiantelevison.com caught up with Ajay Kakar – Chairperson of Awards Governing Council Abby Awards 2024 powered by One Show and Managing Committee Member, The Advertising Club, where he shared a deeper understanding on the relevance of the event, judging process and much more!

    Edited excerpts

    On the relevance of conducting Abby Awards 2024 powered by One Show

    We have remained contemporary and attuned to the changing times. We are the only awards that I know of which are for the industry, by the industry, and of the industry. While there are award shows that operate primarily as commercial platforms, our focus is on inspiring and recognizing our own industry.

    On the surge in participation and entries

    This year, the Abby Awards 2024 powered by One Show saw a rise in participation from media and creative companies. The number of media agencies involved jumped to 73, up from 63 last year, while creative companies saw an increase from 181 to 198. The entries from media agencies surged to 1,258 from last year’s 1,019, indicating an engagement in the competition. Although the entries from creative companies slightly decreased to 2,248 from 2,282, the total number of entries reached an impressive 3,506 surpassing last year’s 3,301.

    On the introduction of new categories

    The Abby Awards 2024 powered by One Show introduced three new age categories – Digital, Mobile, and Technology, which garnered 626 entries from 75 companies. This addition reflects the evolving landscape of advertising, emphasizing the importance of innovation and technological integration in the industry.

    On the diverse and inclusive jury

    A panel of 23 jury chairs and 204 jurors across 23 categories ensured a rigorous and fair judging process. This year’s jury included 68 female judges, contributing to a 33:67 gender ratio, and out of the 23 jury chairs, nine were women, reflecting a commendable 40:60 ratio. The inclusion of 53 new, young, award-winning judges, constituting 26 per cent of the jury, underscores the bright and shining future for India.

    On the return of leading agencies

    Prominent agencies such as Lowe Lintas, McCann Worldgroup India, DDB Mudra, and Famous Innovations returned to compete, highlighting their influence in the advertising sector.

    On the rigorous judging process

    The Abby Awards 2024 powered by One Show employed a meticulous judging process, combining the renowned One Show system of shortlist and award rating with independent verification by KPMG. This rigorous approach ensures the highest standards of integrity and credibility in the selection of winners.

    On this year’s new and exciting categories

    This year’s awards introduced several new and exciting categories to acknowledge the latest trends and innovations in advertising:

    1.Best Use of AI: Added as a sub-category in both digital and technology verticals.

    2.Copywriting for Web and Digital Craft: Added in digital and digital verticals.

    3.Health Vertical: This new category includes sub-categories such as OTC Oral Medicines, OTC Products, and Nutraceuticals. Additionally, a new specialist agency award, Health Specialist of the Year, recognises the best performance by a company in this vertical.