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Tag: Lowe Lintas

  • Cleartrip’s latest ad gives travellers liberty to ‘Book Abhi, Travel Kabhi Bhi’

    Cleartrip’s latest ad gives travellers liberty to ‘Book Abhi, Travel Kabhi Bhi’

    Mumbai: While people had just resumed their travel journeys, conversations around the new Covid-19 variant have curbed some of the enthusiasm once again, adding to the hassles around planning a trip. Keeping this in mind, online travel company Cleartrip has launched its latest advertising campaign. 

    The campaign reflects the brand as the most flexible travel partner for consumers in times of uncertainty, drawing upon customer-centric flagship products which take care of uncertainties around travel planning.

    Talking about the campaign, Lowe Lintas chief creative officer Sagar Kapoor said, “Cancelling or postponing a vacation or a trip can be a tedious and often expensive affair. This is what stops people from making plans and bookings in advance. And this is where Cleartrip’s features like EzCancel and Flexifly come in – by giving travellers the opportunity to plan travel with complete peace of mind. So, we crafted a campaign that brought alive all the joys of travel planning and negated all the pains and uncertainty associated with it. The cast added charm and believability to the stories. And the treatment drove home the point – don’t just dream about travel, start planning for it.”

    Based on key insights, the latest campaign conceptualised by Lowe Lintas Bangalore, highlights the travel app’s product offerings like offering 100 per cent refund on cancellations and enabling consumers to change plans easily. Launched with the idea of ‘Book abhi and Cancel kabhi Bhi, the offering makes travel plans truly flexible. While cancelling or postponing travel plans were so far costly choices, the Flipkart Group company, through its latest campaign, informs consumers that these options are readily and economically available to them when they book travel plans through the platform.

    “With consumer sentiments at their peak during the holiday season, we predicted travel aspirations to increase as well,” Cleartrip chief marketing officer Kunal Dubey said. “The latest campaign celebrates this excitement of planning a holiday while diminishing the ‘ifs’ and ‘buts’. We are confident that this ad campaign will resonate with the travellers and give them the confidence to book their holiday plan without worries.” 

  • OLX Autos says ‘Price nahin, surprise milega’ in its latest campaign

    OLX Autos says ‘Price nahin, surprise milega’ in its latest campaign

    MUMBAI: Global car marketplace for pre-owned automobiles, OLX Autos has launched its latest marketing campaign titled ‘Price Nahin, surprise milega’. Conceived by Lowe Lintas Delhi, the campaign films aim to raise awareness about the brand’s best price proposition and encourage sellers to consider OLX Autos when selling their pre-owned cars.

    Leading with two TVCs produced by Chrome Pictures and directed by Hemant Bhandari, the campaign assures sellers that they can always expect the best prices for their cars on the platform by addressing multiple customer concerns.

    While the festive season is driving up demand for pre-owned vehicles, getting the optimum price for their automobiles is an important consideration for sellers. However, sellers have to usually contend with barriers in realising the best price for their product such as hidden charges, lack of information about the car’s worth, etc. All of these factors add up to compound their dissatisfaction and prevents a seamless customer experience. Through the element of drama and exaggerated disbelief, both the TVCs capture the seller’s surprise while also reiterating the central message relatably.

    By portraying this sentiment in a humorous manner, the ad film attempts to convey that the pricing offered on OLX Autos’ platform goes above and beyond the sellers’ expectations.

    Lowe Lintas chief creative officer Prateek Bhardwaj said, “Who said simple and straight can’t be interesting too? We had a simple message, and we made a virtue of it. Kudos to Sidhant Mago and his team for making this shine the way it does. And also to our client who loved it from script to film.”

    OLX India CMO Sapna Arora said, “Car buyers throughout the country encounter multiple obstacles when attempting to sell their automobiles via an online platform for the best possible price, and through our campaign, we hoped to emphasise how OLX Autos solves this problem while also assuring the best prices, ease of selling and convenience. The predominant emotion of surprise drives the tone of the campaign, and helps reinforce the message by repetition and by contrasting the component of disbelief with the impossibly attractive proposition.”

    A multi-channel approach employing digital and broadcast media, in addition to radio and on-ground activations will build effective reach and promote the campaign across platforms among OLX Autos’ target audience of car sellers who would consider using the platform for the sale of their vehicle.

    “Due to the pandemic and rise in aspiration among the young generation, we can see an inclination towards having personal mobility. Our campaign is aimed at making consumers aware and assuring sellers that they can always expect the best prices for their cars on OLX Autos platform with transparent and hassle-free processes,” OLX Autos India CEO Amit Kumar said.

  • Meat & seafood start-up TenderCuts launches its maiden campaign

    Meat & seafood start-up TenderCuts launches its maiden campaign

    MUMBAI: TenderCuts, the fresh meat, and seafood start-up backed by Paragon Partners and NABventures has released its first multi-film campaign focusing on the functional aspects of the brand.

    The multi-film campaign conceived by Lowe Lintas Bangalore banks on humour to communicate the key features of the brand’s offering. It relies on how Indians are extremely particular about their food from visiting markets early in the morning for sourcing fresh produce to eating on the day it is cooked – most have their own rules when it comes to food. The campaign aims to highlight how the brand’s eco chain is built to keep the meat fresh.

    “Understanding how Indian consumers gauge ‘freshness’ as one of the important factors in choosing their meats and seafood has driven our offerings and our process. And that has been our success. The team at Lowe Lintas has firmly positioned our brand in the space and this campaign aims to build consideration in the minds of our target audience,” said TenderCuts founder & CEO, Nishanth Chandran.

    The film also aims to showcase that the meat comes fresh to the store and is cut only after an order is placed, which keeps the meat fresh. “The campaign is rooted in research. It is a beautiful, light-hearted, and memorable take on our USPs of ‘freshly cut after your order is received and, “cut the way you love it,” said TenderCuts chief marketing officer Aruna Jathar.

    Lowe Lintas regional creative officer Puneet Kapoor said, “Being a brand that’s all about customer delight the task was to create something that was close to the heart. ‘Cut the way you love it’ sums that up nicely. And the films are all about celebrating the love for TenderCuts, whether it is the fact that they are an omnichannel or that they have the freshest locally sourced meat. Or even the fact that they have such a wide variety of cuts.”

    An integrated campaign covering TVC, Digital, Print, and OOH will run in all three markets.

  • Zee Cinema launches new campaign celebrating spirit of togetherness

    Zee Cinema launches new campaign celebrating spirit of togetherness

    Mumbai: Highlighting the value of human relationships and interactions that went missing from people’s lives due to the pandemic, Zee Cinema has launched a three-film campaign #RehnaHaiSaathSaath to foster and celebrate the spirit of unity, belonging and hope.

    Taking cue from one of the most watched films on the channel during the pandemic – ‘Hum Saath Saath Hain’ the entertainment brand, along with its creative agency Lowe Lintas conceptualised this campaign to depict an array of emotions people experienced during the Covid-19 pandemic. It is being promoted across TV and digital platforms in a multi-phased manner. The channel will air back-to-back films like “Rashmi Rocket,” “Thalaivii,” “Squad Antim,” “Sooryavanshi,” “Sanak,” and more as part of the campaign.

    Zee Cinema’s research shows that audiences place the channel in the Orange need state of the ‘Needscope model’ which is strongly associated with attributes of togetherness, belonging, harmony, hope and encouragement. In line with the brand philosophy of ‘Jazba Hai Jeene Mein, Jab Cinema Hai Seene Mein,’ the campaign aims to foster a deeper connection with its viewers using topical and relatable stories and events.

    “During the pandemic, we tried to help our audiences stay entertained and engaged with heart-warming films. In this phase, we have all experienced a whirlpool of emotions. Here, connections have helped us survive and togetherness is what helps us progress. Rehna Hai Saath Saath is an extension of this sentiment. Through this brand campaign, we want to celebrate each audience member, their spirit and our ability to work together through it all,” said Zeel cluster head Hindi movie channels Ruchir Tiwari.

    Zeel CMO of content business Kartik Mahadev added, “Cinema is an inspiring and binding medium. This became even more apparent when we gathered around our television, as families, and watched movies together during the difficult phase of lockdown. The same is reflected by the 13 per cent viewership rise for the Hindi movies genre during the second wave. Zee Cinema has always been a champion of blockbuster movies and cinema’s core attribute of inspiration and togetherness. We, as a society, come together and do the extraordinary when times are tough. The “Rehna Hai Saath Saath” campaign captures this spirit of togetherness that has helped us emerge stronger. Each brand film mirrors the story of not just one person but the story of us as a people. It encourages us to move forward with a new sense of positivity.”

  • Axis Bank launches its festive campaign asking ‘Diwali Hain Kya’

    Axis Bank launches its festive campaign asking ‘Diwali Hain Kya’

    Mumbai: Axis Bank has rolled out a multi-film campaign to promote ‘Dil Se Open Celebrations,’ offering exciting deals and discounts on more than 1,00,000 products on purchase through its credit and debit cards. The short format films, conceived by Lowe Lintas Mumbai, are set in typical backdrops of Diwali, highlighting the range of offers extended by the private sector bank.

    Diwali is a time of festivities and cheers when people indulge in shopping, feasting or having fun. In India, we often tease our friends and family by asking a rhetorical question ‘Diwali Hai Kya?’ (Is it Diwali?) whenever they indulge to their heart’s desires. The campaign uses this popular remark to talk about the bank’s Diwali offers and reinforce how Diwali is indeed a time to indulge and celebrate.

    “It’s in the name – Dil Se Open Celebrations an idea of not just celebrating but celebrating wholeheartedly. That’s what Axis Bank’s range of festive offers has been curated to deliver on. And that’s what this campaign conceived by Joshua Thomas, Prathamesh Gharat and Tejas Dangre has been designed to convey. Employing the commonly used phrase ‘Diwali hai kya?’ in a manner that hopes to hold the viewers’ interest and give them a reason to smile,’’ shared Lowe Lintas regional creative officer Amar Singh, commenting on the campaign idea.

    The campaign comprises three films, two of which focus on offers through the bank’s debit cards, credit cards and its grab deals platform, and the third one promotes the bank’s flagship home loan product.

    “Our campaign on Dil Se Open Celebrations is firmly entrenched in the cultural relevance of festivals and captures the nuance of festivals as a license to indulge and celebrate to our heart’s content. And we have just the relevant offers across cards, Grab Deals and loans among many others to make these celebrations even grand,” said Axis Bank chief marketing officer Anoop Manohar. “This campaign is not just about offers, it serves as a reminder to all of us to celebrate and be open to happiness, whether big or small, kyunki Diwali roz roz nahi aati.”

    While the campaign will be predominantly aired on television, the brand will also run it on digital, OOH, and other offline mediums communicating offers to its customers. The campaign will also run during the ICC Men’s T20 World Cup series, said the statement.

  • Onmo signs up Lowe Lintas to manage its creative duties globally

    Onmo signs up Lowe Lintas to manage its creative duties globally

    Mumbai: Mobile entertainment company OnMobile Global Ltd has appointed Lowe Lintas Bangalore as the creative agency for Onmo – a mobile cloud-gaming platform. According to a statement, the scope entails creating the positioning, guidelines and assets, designing the creative strategy, and conceiving integrated marketing and advertising campaigns for the brand,

    Onmo aims to redefine the gaming experience by bringing together e-sports, social features, and AI-powered analytics, the company stated. The agency endeavours to build mind space for Onmo in the rapidly growing global gaming market. Lowe Lintas Bangalore is already working on the account and will soon come up with an integrated campaign, it added. 

    “As we embarked on the journey to launch Onmo, our D2C mobile cloud-gaming platform, we were looking to partner with a global, forward-thinking, and consumer-first agency who identified with our passion & understood our vision,” stated OnMobile global director marketing and communications and Onmo global head of marketing Pallavi Nayak. “Lowe Lintas stood true for that and more, and we’re absolutely delighted to partner with them! Looking forward to doing some groundbreaking work together.”

    A Research and Markets Global Gaming Market report forecasts that the global gaming market was worth $167.9 billion in 2020, and is expected to reach $287.1 billion by 2026. Cloud-based gaming will continue to grow its share in the pie, especially as it allows users access to a premium gaming experience even without expensive consoles or devices.

    “The gaming industry has seen steady growth since the mid-80s, but the rise of internet and mobile in the 21st century has really pushed it into top gear. Companies like ONMO, which offer totally fresh and immersive gaming experiences, are going to be at the vanguard of this incredible growth story,” said Lowe Lintas executive director and branch head – South Sonali Khanna. “At Lowe Lintas, we believe bleeding-edge products deserve future-focused strategies, combined with consumer-centric storytelling. To put it in gaming terms, we’ve got itchy trigger fingers as we team up with ONMO to storm the leaderboards!”

  • Lowe Lintas appoints Kedar Teny as CEO

    Lowe Lintas appoints Kedar Teny as CEO

    Mumbai: Lowe Lintas on Wednesday announced the appointment of Kedar Teny as its CEO, effective 1 September. Teny has moved from Avataar.me, a visual discovery platform, where he served as senior VP & country head.

    “Teny will spearhead transformation and widen its sphere of impact through Hyperbundled solutions to clients and brand owners. His proven track record in advertising and marketing as a business and brand leader makes him the ideal candidate to take on this mandate,” said the agency in a statement.

    Welcoming Teny on board, MullenLowe Lintas Group, group CCO & chairman, Amer Jaleel said, “As Lowe Lintas we are partners to marketing. And there’s no better way of serving that than getting leadership from marketing. It’s almost as if Kedar’s education and achievements with marketing were ordained and timed beautifully for Lowe Lintas’ transformation and make us best placed to be both hub and spokes to brand needs. His insider understanding of the requirements of brands alongside his belief and grooming on the strategic centrality of brand visioning to business success is quite unmatched in the industry today.”

    MullenLowe Lintas Group, group CEO, Virat Tandon added, “Over my interactions, I found that Kedar was totally made for this job as he has strategic clarity on the future of our industry. He brings with himself invaluable expertise in marketing and a passion for brands and creative product. Moreover, he is a great believer and practitioner of technology in marketing to drive growth. And of course, he is a great fit culturally and is fun to work with. So, he fits perfectly into our vision for the future of Lowe Lintas.”

    Spanning a little over two decades, Teny‘s career is a rich blend of advertising and marketing. He first joined Lintas in 1999 and built his decade-long career in advertising. While at Lintas, he led account management and strategic planning functions for key businesses in multiple geographies across India and SEA. Later, he held senior marketing and business leadership roles across blue-chip organisations such as Airtel, HUL, McDonald’s, and Sony Entertainment Television. He has also shaped early-stage startups such as Tilt Brand Solutions and Avataar.me.

    Looking forward to his new role, Teny said, “I am really excited as I return to Lowe Lintas after 14 years. Lowe Lintas is not an advertising agency, it is an institution that has built some of the most iconic brands. I look forward to working closely with the accomplished MullenLowe Lintas Group leadership team as well as partnering with some old friends and new collaborations to build brands for the future.”

  • Lowe Lintas elevates Anaheeta Goenka as COO for Unilever, South Asia & CGO

    Lowe Lintas elevates Anaheeta Goenka as COO for Unilever, South Asia & CGO

    Mumbai: Lowe Lintas, the creative agency of MullenLowe Lintas Group, has announced Anaheeta Goenka’s elevation as its chief operating officer (COO) for Unilever, South Asia and chief growth officer (CGO), effective 1 September.

    Having spent three decades working at Lowe Lintas, Goenka has had a role to play in shaping quite a few large multinational, Indian as well as start-up brands and is a name to reckon with in the industry.

    Goenka began her career with Lintas as a management trainee after graduating from SP Jain Institute of Management Studies. Over these years, she rose to hold key positions and is now part of the senior leadership at Lowe Lintas. Her elevation consolidates the entire Unilever relationship for South Asia under her leadership. As COO for Unilever, South Asia, she will lead the teams for brands such as Glow & Lovely, Axe, Tresemme, Vim, Domex, Nature Protect, Knorr, Kissan, Pepsodent, Closeup, Surf Excel, Wheel, Sunlight (Sri Lanka) and Lifebuoy Shampoo (SEA). Additionally, she has played an integral role in bringing new business and growth to the agency’s Mumbai office. As Lowe Lintas’ CGO, she will focus on strategic business development in a new challenging business environment – across all agency offices in India.

    “Ana has been a strong management pillar handling several Unilever brands and other business relationships. She has left her mark on so many brands and earned massive respect and love from clients and colleagues alike,” MullenLowe Lintas Group, Group CEO, Virat Tandon said. “Ana has the strategic clarity to steer a brand to success as well as the enthusiasm and fierceness for new business development like no other. I am sure she is the best choice for us to lead the Unilever portfolio as well as the strategic business development efforts of the agency.”

    Goenka has handled brands across a broad spectrum ranging from beauty & personal care, foods, homecare, BFSI, large conglomerates, to many new-age start-ups and businesses. She has navigated the agency to deliver some of its most iconic pieces of work such as Kan Khajura Tesan, Kissanpur, and the latest #IAmIndianPolice initiative. These have brought the agency laurels across India and international award shows such as Cannes, WARC Awards, Jay Chiat, Effies, among others. She has spoken and been on global juries of the same too.

    Reacting to her eventful journey in the agency, Goenka said, “It is great to be part of a dynamic ecosystem that operates at a fundamental level with ‘intention’ & ‘attention’ for all its brand work and strategic practice. Here’s to growth emanating from more purposeful work for Lowe Lintas and a healthy dose of disruption along with it.”

  • MullenLowe Lintas elevates Naveen Gaur as Group COO, growth & innovation

    MullenLowe Lintas elevates Naveen Gaur as Group COO, growth & innovation

    Mumbai: In view of the ever-changing marketing landscape, MullenLowe Lintas Group plans to further consolidate its offering beyond strategy and creative. To this end, Naveen Gaur has been elevated as Group COO – growth and innovation, MullenLowe Lintas Group.

    Gaur’s mandate will be to strengthen the areas of marketing services that agencies within the Group offer – such as PR, digital, content creation and production, experiential, design, analytics, and MarTech. In addition to this, Gaur will also lead the marketing, reputation, and strategic growth initiatives for the Group.

    In his previous role as the deputy CEO of Lowe Lintas, he was overseeing the existing key business relationships and founding new ones. Gaur’s association with Lintas goes back to 2010 when he was branch head of Lowe Lintas Delhi where he encouraged an entrepreneurial culture of growth and business excellence. Under his leadership, the agency added large mandates that are a healthy mix of start-ups and established brands. He is also credited with deepening the agency’s relationship with Google, Pernod Ricard, Nestle, and Cargill foods.

    MullenLowe Lintas Group – Group CCO and chairman, Amer Jaleel, who has worked closely with Gaur on marquee brands of the Group like Havells, Google and OLX amongst others, said: “I’ve worked with Naveen as a partner for over 10 eventful years. He stands firmly proud of owning the intersection on brand and business. And would be fearless in pointing out the lack of either in a piece of work he would be judging. And that shows his innate understanding of both. Naveen remains oddly unserious despite having seen through hundreds of crises. He switches seamlessly and this quality is what Lintas wants to capitalise on to ride into its most transformative phase ever. Naveen will help broaden the scope of what it means to be a brand in the new age.”

    After leading Lowe Lintas into its next phase of growth as its deputy CEO, he will now be tasked with replicating the success for marketing services of the Group – Lintas Live, dCell, LinEngage, Lintas C:EX, and LinConsult. Naveen will aggressively grow these already strong suite of specialist services as well as develop new ones through an effective combination of build, acquire and collaborate.

    Commenting on the elevation, MullenLowe Lintas Group- Group CEO, Virat Tandon said, “We are living in very exciting times as we see shifts in the entire marketing landscape. This presents us with a great opportunity to extend our services across the spectrum of creative solutions eco-system. Naveen is a stalwart in the advertising business and is an entrepreneur at heart. There can be no one better to lead the agencies in developing and growing this ecosystem. We will be looking at serving our existing clients better by using our ‘Hyperbundled’ creative solutions process to bring all the specialist services around the client goals. At the same time, this eco-system will also develop their own independent clients and growth agenda. I am very excited to see Naveen take up this role.”

    Talking about the elevation, Naveen Gaur said, “Growth and value creation drive me. I am honored that the Group has entrusted me with this role and responsibility to make some bold moves and create future leading offerings and take the Group to the next level. I am looking forward to doing new things that will make me sleepless again.”

    Gaur assumes the new role from 1 September and he will be handing over his current responsibilities over the next few months to the new leadership at Lowe Lintas which will be announced soon. This transition will be completed by the end of 2021, the organisation said.

  • Zivame’s body confidence campaign showcases freedom of women

    Zivame’s body confidence campaign showcases freedom of women

    MUMBAI: Intimate wear brand, Zivame announced the launch of its new brand campaign #DekhoMaineKyaKiya, encouraging women to give shape to their inner desires.

    The brand believes that the right intimate wear, made for every body type, is an enabler of one’s personal style and body flair, and supports one to confidently push forward.

    The film, conceptualised by Lowe Lintas and produced by Nineteen Films, showcases women across varied age groups, different body profiles, and diverse geographies, indulging in moments of liberation and joy. From a mother enjoying playful moments with her kids, a woman indulging in her love for dancing, another stepping out of her comfort zone to try something new, to young girls breaking norms and celebrating in their own style, the campaign brings alive how the right intimate wear can add to one’s body confidence. The campaign celebrates the freedom and confidence that enables one to indulge in their every dream and showcase their joy to the world singing Dekho Maine Kya Kiya.

    Zivame CEO Amisha Jain said, “Our campaign celebrates every Indian woman as she goes about life, stealing simple moments to make them her own, fulfilling desires and at times pushing the boundaries. We want her to explore her dreams with confidence, that comes from the right intimate wear.”

    Lowe Lintas Bangalore regional creative officer Puneet Kapoor, said, “The genesis of the idea ‘Dekho Maine Kya Kiya’ comes from the liberation and confidence that the right intimate-wear allows. Intimate-wear that is uniquely made for different body-types. It celebrates women who push the boundaries with their unique ways as they go about their everyday with aplomb and tenacity.”