MUMBAI: Lowe Lintas & Partners has bagged the creative duties of Essar Steel on the back of a multi-agency pitch.
The account will be handled out of the agency’s Mumbai office.
Essar Steel is a global producer of steel with a footprint in India, Canada, USA, the Middle East and Asia. It is a fully integrated flat carbon steel manufacturer – from iron ore to ready-to-market products and has clients including Caterpillar, Hyundai, Swaraj Mazda, the Konkan Railway, and Maruti Suzuki.
MUMBAI: Fastrack, the youth fashion brand, has launched a new ad campaign -“Blame Fastrack and Move On” that has been created by Lowe Lintas.
The objective of the campaign is to redirect the blame that the youth of today face from everyone around them. It is targeted to youth of 18-24 years of age.
Fastrack marketing head Simeran Bhasin said, “The TVC appeals to the youth of today who are aggressive and passionate and ultimately lead to a better brand connect. The Blame Fastrack campaign draws inspiration the youth of today and hopes to liberate them from the pre decided moral rules of the society.”
The company plans to roll out a total of three commercials. The subsequent two TVCs are for watches and sunglasses and will be launched in the coming months.
Talking about the brief that was given to the agency Lowe Lintas executive creative director Akash Das said, “The youth today are the most blamed lot for things that they do or don‘t. Constantly persecuted by parents, teachers, politicians, moral police, girlfriends, boyfriends, it‘s certainly a difficult age to be. Fastrack with its latest proposition offers to take the monkey of their back. Need an â€?excuse‘? Blame Fastrack. Move on.”
The TVCs use a high energy track by an American alternative rock band, Cake – Short Skirt/Long Jacket. “The track lends the TVC a high energy vibe and the lyrics help establish the image of the Fastrack girl,” Das said.
Blame Fastrack is being amplified on the digital media as well. “Social media is the best way to connect and interact with the youth. An extensive twitter and Facebook plan is being put in place to make Blame Fastrack a part of youth pop-culture,” Bhasin said.
MUMBAI: Beverage conglomerate Coca-Cola has launched its latest communication campaign, ‘Cricket ki Khushi’, with its brand ambassador Sachin Tendulkar.
Conceptualised by Lowe Lintas chairman and chief creative officer R Balki and his creative team, the new advertisement is produced by Amit Sharma from Chrome Pictures. It showcases cricket as a source of immense happiness transcending all boundaries, just like enjoying a bottle of Coca-Cola.
In the new campaign Tendulkar urges people to keep playing, be happy and enjoy Coca-Cola.
Coca-Cola India and South West Asia vice president – marketing Anupama Ahluwalia said, “Cricket makes India happy and Coca-Cola is celebrating this happiness. The campaign taps into the simple pleasures that this game offers, to tell this story of happiness. With this new campaign, Coca-Cola celebrates the passion and joy experienced by all of us through the game of cricket.”
Balki added, “Cricket is this country‘s true happiness. The weather…the playground…the national team‘s performance…nothing can stop millions of people playing and experiencing the joy of this game and Coca-Cola celebrates this true happiness of the land with the Cricket Ki Khushi Campaign”.
The communication will be integrated with a range of initiatives including out-of-home (OOH) media, radio, internet, in store and on- the- ground activation across all key markets of Coca-Cola.
MUMBAI: Lowe Lintas and Partners India‘s campaign for ‘Lifebuoy Super-Fast Handwash‘ was declared the 2012 Global Effies Bronze winner at New York.
The Global Effies had called for entries of globally effective campaigns across the world, and the Lifebuoy entry was shortlisted earlier in the month along with brands like Nike, Google and X- box.
The 2012 North American Effie Effectiveness Index rankings were revealed at the 44th annual Effie Awards Gala in New York City.
On the win, Lifebuoy global planning director Saji Abraham and global business director Virat Tandon said, “Lifebuoy ‘Superfast‘ Hand-wash is a liquid handwash formulation that kills 99.9 per cent germs in 10 seconds. We responded to this fantastic innovation with a simple but insightful and persuasive idea – that children are in a hurry when it comes to hand-washing; and so if your handwash cannot keep pace with them, germs on their hands will just not go. This campaign won because we were bold, competitive and consumer focused at the same time.”
Lowe Lintas and Partners- India CEO Joseph George added, “As an agency, we take the Effies seriously. And so winning, not just the Lowe & Partners Worldwide Network‘s but also India‘s first ever Global Effies is hugely satisfying and encouraging.”
Based on the analysis of Effie Awards competition finalist and winner data from the past year, Procter & Gamble is the most effective advertiser in North America (for the second year in a row), IBM is the most effective brand, WPP is the most effective advertising holding company and Ogilvy & Mather is the most effective advertising agency network.
Meanwhile, Ogilvy & Mather‘s New York office is the most effective individual agency office, while McKinney, based in Durham, North Carolina, is the most effective independently held advertising agency.
Wieden+Kennedy and Chrysler‘s Imported from Detroit is the Grand Effie winner for the 2012 Effie Awards.
The top three most effective advertising holding companies in North America are: WPP, Publicis Groupe and Omnicom, while the top five most effective agency networks are Ogilvy & Mather, Leo Burnett Worldwide, Starcom MediaVest Group, BBDO Worldwide and Saatchi & Saatchi. Also, the top five most effective independent agencies in North America are McKinney, Wieden+Kennedy, BBH New York, Droga5 and SYPartners.
“The Effie Effectiveness Index has put a spotlight on the industry‘s top performers, and created a learning tool to help all of us become better marketers,” IPG Mediabrands global CEO and Effie Worldwide chairman of the board Matt Seiler said.
MUMBAI: Integrated supply chain and logistics infrastructure solutions provider Arshiya International has chosen DDB Mudra as its creative agency following a multi agency.
The agency’s Mumbai office will handle the account, informed a senior level executive at the agency. Lowe Lintas and Ogilvy were among the other agencies involved in the pitch.
The mandate duties include increasing Ashriya’s brand awareness and working to build its brand identity. The primary objective is to spread awareness about the brand and product-related advertising is a secondary goal with TV forming part of the media mix for the upcoming campaign.
Headquartered in India, Arshiya has multinational operations in the logistics and supply chain management space. It is currently involved in the phased investment of approximately $1.6 billion towards creating and pioneering logistics infrastructure within India.
MUMBAI: Coca-Cola has added Lowe Lintas to the roster for its flagship brand Coke. The other two agencies already on the panel are McCann Erickson and Weiden + Kennedy.
Confirming the news to indiantelevision.com a senior spokesperson from Coca-cola said, “We have added Lowe Lintas to the roster for Coke. We called for ideas from our portfolio agencies and decide that Lowe Lintas will be handling the summer campaign for the brand this year.”
McCann has been on board the roster in India for 11 years while Weiden + Kennedy is on the brand‘s global roster.
Mumbai: Axis Bank has announced the launch of a new brand campaign- ‘Badhti ka naam zindagi‘. The older positioning of the brand was ‘Apka Solution‘.
Created by Lowe Lintas, the campaign aims to highlight the bank as a preferred partner in progress.
The campaign features Axis Bank‘s new brand philosophy that success is never ending and is never celebrated the day after. It is history as soon as it‘s achieved. Every success is momentary, just a milestone in the journey called life.
Axis Bank CMO Manisha Lath Gupta said, “Badhti ka naam zindagi… or progress on… is an expression that encapsulates Axis Bank‘s belief on the meaning and purpose of life that everyone wishes and works towards. We believe that success today is no longer about having accomplished a goal. It‘s about setting newer goals and achieving each one of them. People today feel inspired about their own capabilities and that in turn triggers hope and outlook towards a better life.”
Lowe Lintas chairman R Balki added, “It is fascinating to see how much movies have impacted our lives. When we fall in love there is background music playing in our heads. When we are angry, happy, sad, successful we have begun to see ourselves as actors in our own private film. This is a reality. So to express the philosophy of ‘Badhti Ka Naam Zindagi‘ it was interesting to visualise the real journey of life as if it were a film and use a director‘s language to plot every step.”
The new campaign marks the evolution of Axis Bank brand from playing the role of a ‘problem solver‘ in the customers life, to that of an ‘encouraging and enthusing partner‘ by owning an attitude and belief that resonates with target audience in everyday life, the company said.
Additionally, Axis Bank has also launched two applications ‘Meri Zindagi ka Safar‘ and ‘Meri Zindagi ki Picture‘ on its Facebook page.
‘The Meri Zindagi ka Safar‘ is an application that lets users mark the places they have travelled to, thus enabling them to find out how much distance have they covered in these journeys of their life. Meanwhile, ‘Meri Zindagi ki Picture‘ is about ‘Life‘ itself. It defines an individual whose memories are captured and cherished throughout his/her life. This application lets users compile images in a showcase of their life‘s story.
MUMBAI: Lowe Lintas has bagged the creative mandate for Maruti Suzuki‘s soon to be launched multi-purpose vehicle (MPV), Maruti Suzuki Ertiga.
According to the industry sources, the account size is estimated to be around Rs 250 million.
The account win was followed by a multi-agency pitch that saw the participation of three agencies including Denstu India, Publicis Capital and Lowe Lintas.
Maruti Suzuki chief general manager- marketing Shashank Srivastava confirmed the news to Indiantelevision.com.
“There was an evaluation process after which Lowe Lintas was handed over the account. We were looking for agency that has good understanding of market and creative ideas for the brand,” Srivastava said.
The car was showcased at AutoExpo 2012 and is expected to be available by April this year. The price will be announced at the time of its launch.
MUMBAI: Lowe Lintas has launched a new TVC for Tanishq Glam Gold.
The 75 seconds TVC aims to pitch gold as a fashionable material for the Indian women keeping in mind Tanishq‘s values.
Prashant Issar has directed, while Tubelight Films has produced the TVC.
The TVC depicts a story between a bride-to-be and her friend. During her sangeet it starts raining thereby potentially ruining the day. Seeing her friend in distress, the lead goes out of her way and turns this rain spoiled event into a merriment filled rain dance party. The film ends with the bride and her friend exchanging glances with the former acknowledging her friend‘s generous act.
MUMBAI: Plywood company Greenply has launched a TVC that has been created by Lowe Lintas.
The objective of the campaign is to break the format and make durability more relevant and fresh for the audiences.
The promise of Greenply plywood that it lasts for generations is now expressed by looking ahead into future. The situations and issues that may take place in the future are relevant and audiences will find it very easy to connect with. This communication is almost working as the mirror of the future and sharply expressed through its new tagline of ‘always hoyenga‘, whether you are there or not, the company said.
The agency has been handling the business for almost a decade.
The campaign is rolled across media including digital.