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Tag: Mullen Lintas

  • Fastrack launches actor Vijay Devarakonda as brand ambassador for its new brand campaign

    Fastrack launches actor Vijay Devarakonda as brand ambassador for its new brand campaign

    Mumbai: India’s iconic watch and accessories brand Fastrack has yet again tapped the pulse of the youth with its new brand campaign ‘Be Both’. The campaign celebrates the youth’s effortless straddling of contradictory ideas, beliefs and attitudes. Through #BeBoth, Fastrack welcomes this new era in all of youth’s expressions specially fashion. The campaign stars the nation’s favorite young superstar, Vijay Deverakonda, who will now be the brand ambassador for Fastrack.

    The campaign film uses a split-screen effect to highlight the juxtaposition of contrasting realities in the lives of the youth. The interplay of real and graphic design elements reflects the philosophy of the campaign, while also making it digital-consumption friendly. Descriptions such as “Subtly Dramatic” and “Seriously Playful” encapsulate both the product look and the brand’s philosophy of “BeBoth”

    The campaign highlights a collection of 15 unique watches with design features that combine seemingly opposing elements. These watches consist of skeletal automatic, chronographs and multifunction designs for young men and bling rose gold, unique bracelet designs for young women. The price range of Fastrack #BeBoth collection is Rs 2995 to Rs 9995/-

    Fastrack head of marketing and product Ajay Maurya said, “With this brand campaign, Fastrack has thrown a spotlight on the contradictions that define the lives of the youth and are integral to the way they express themselves. ‘BeBoth’ hails this aspect of the youth’s lifestyle, making the brand a part of their fashion expression. We are thrilled to partner with the talented trendsetter, Vijay Devarakonda who brings authenticity, versatility, and a lot of style to the campaign, making him the perfect ambassador to represent Fastrack’s new brand ethos.”

    Devarakonda shared, “I am really kicked about this collaboration with Fastrack. The brand has always picked up the most interesting insights about the youth and continues to do so with this campaign. ‘Be Both’ with its message of celebrating the contradictions in one’s personality and choices resonates very strongly with me. I am particularly excited about the fashionable creative expression that has been given to this unique observation.”     

    Mullen Lintas CCO Ram Cobain said, “Much before ‘social’ was a buzzword, Fastrack has been a brand that’s lived among people. Our digital-first campaign is the voice of the youth of today. For the Zillennials, an oxymoron is a muse. And contradictions are to be embraced as a reflection of who they are. They can be attention-seeking introverts, spiritual atheists…it’s like they’re living two lives at once. #BeBoth is Fastrack wearing pop culture on its swanky sleeves, signaling a pivot into fashion-first conversations with its trademark swagger intact.”

    The 360-degree campaign is going to be live on Digital, OTT platforms, Social, OOH, Cinema and will have a strong Influencer marketing leg. The Fastrack ‘BeBoth’ Collection watches are available at Fastrack & Titan World Stores, Multi-Brand Outlets, Lifestyle & Shoppers Stop, and online on www.fastrack.in, Flipkart, Amazon & Myntra. 

  • Mullen Lintas creates a new narrative for Manipal Hospitals with their latest brand campaign

    Mullen Lintas creates a new narrative for Manipal Hospitals with their latest brand campaign

    Mumbai: Mullen Lintas, one of MullenLowe Lintas Group’s acclaimed creative agencies, has unveiled an exciting new advertising campaign in collaboration with Manipal Hospitals, one of the leading healthcare providers in the country, aimed at inspiring individuals to prioritise their own well-being. The campaign encourages audiences to adopt a proactive approach to their health, ultimately preventing the need for reactive critical care situations.

    In an era where healthcare communication has become all about expertise, equipment, facilities etc, Manipal Hospitals and Mullen Lintas have collaborated to convey a powerful emotional message through thought-provoking campaigns. The central theme revolves around the idea ‘Take Care Of Yourself’ which communicates the core message that the best way to prevent reactive critical care is by taking care of our own health every single day. And Manipal Hospitals strongly encourages taking preventive care of your health on a daily basis so that you are less dependent on curative, critical medical help.

    Commenting on the relatability of the campaign, Manipal Health Enterprises Pvt. Ltd COO Karthik Rajagopal said “In today’s fast paced world, we often neglect our well-being in the pursuit of success, losing our quality of health. Following this insight, we decided to launch a brand campaign ‘The best gift that we can give to our near and dear ones is the gift of our own good health.’

    For this, I would like to applaud the efforts of Mullen Lintas and Director, Gauri Shinde, in bringing this idea to life. We’re grateful for this partnership and hope everyone will appreciate this message.”

    Through a masterful blend of emotional storytelling and poignant narratives, Mullen Lintas Bangalore captures the essence of personal health journeys through various stages of life. Each story resonates with viewers on a deeply relatable level, underlining the importance of adopting balanced lifestyles, the need to exercise regularly, and early intervention. The multi-film campaign subtly highlights the potential consequences of neglecting one’s health, while also celebrating the positive outcomes that arise from being proactive.

    Sharing thoughts on the campaign, Mullen Lintas CEO Hari Krishnan said, “Healthcare communication has for a long time been about brands talking about themselves to consumers, almost in a one-way approach, about their expertise, facilities, infrastructure etc. We felt that the time is right to elevate the conversation. As one of the pioneers in modern healthcare in India, the onus of exemplifying thought leadership rests with Manipal Hospitals. With this as our guiding light, we conceived a campaign which, at its heart, is all about encouraging people to take care of their health so they never need to be taken care of in a hospital. It’s very bold in that sense, for a brand to consciously decide to not talk about themselves and the team at Manipal Hospitals deserves all the credit for taking this leap.”

  • Mullen Lintas creates a new narrative for Manipal Hospitals with their latest brand campaign

    Mullen Lintas creates a new narrative for Manipal Hospitals with their latest brand campaign

    Mumbai– Mullen Lintas, one of MullenLowe Lintas Group’s acclaimed creative agencies, has unveiled an exciting new advertising campaign in collaboration with Manipal Hospitals, one of the leading healthcare providers in the country, aimed at inspiring individuals to prioritise their own well-being. The campaign encourages audiences to adopt a proactive approach to their health, ultimately preventing the need for reactive critical care situations.

    In an era where healthcare communication has become all about expertise, equipment, facilities etc., Manipal Hospitals and Mullen Lintas have collaborated to convey a powerful emotional message through the thought-provoking campaign. The central theme revolves around the idea ‘Take Care Of Yourself’ which communicates the core message that the best way to prevent reactive critical care is by taking care of our own health every single day. Manipal Hospitals strongly encourages taking preventive care of your health on a daily basis so that you are less dependent on curative, critical medical help.

    Commenting on the relatability of the campaign, Manipal Health Enterprises COO, Pvt. Ltd Karthik Rajagopal said “In today’s fast-paced world, we often neglect our well-being in the pursuit of success, losing our quality of health. Following this insight, we decided to launch a brand campaign ‘The best gift that we can give to our near and dear ones is the gift of our own good health.’

    For this, I would like to applaud the efforts of Mullen Lintas and director, Gauri Shinde, in bringing this idea to life. We’re grateful for this partnership and hope everyone will appreciate this message.”

    Through a masterful blend of emotional storytelling and poignant narratives, Mullen Lintas Bangalore captures the essence of personal health journeys through various stages of life. Each story resonates with viewers on a deeply relatable level, underlining the importance of adopting balanced lifestyles, the need to exercise regularly, and early intervention. The multi-film campaign subtly highlights the potential consequences of neglecting one’s health, while also celebrating the positive outcomes that arise from being proactive.

    Mullen Lintas CEO  Hari Krishnan said, “Healthcare communication has for a long time been about brands talking about themselves to consumers, almost in a one-way approach, about their expertise, facilities, infrastructure etc. We felt that the time is right to elevate the conversation. As one of the pioneers in modern healthcare in India, the onus of exemplifying thought leadership rests with Manipal Hospitals. With this as our guiding light, we conceived a campaign that, at its heart, is all about encouraging people to take care of their health so they never need to be taken care of in a hospital. It’s very bold in that sense, for a brand to consciously decide to not talk about themselves and the team at Manipal Hospitals deserves all the credit for taking this leap.”

  • Mullen Lintas bags Vadilal Ice Creams’ creative duties

    Mullen Lintas bags Vadilal Ice Creams’ creative duties

    Mumbai: Vadilal Industries announced the appointment of Mullen Lintas Delhi as the creative agency for its global brand campaign. They will be responsible for Vadilal Ice Creams’ creative mandate for its international business.

    Mullen Lintas will be responsible for driving growth objectives and business opportunities in the international markets for Vadilal Ice Creams. The agency will strategize and execute the brand’s communication for a mega campaign designed exclusively for its international markets—across countries like the USA, Canada, Australia, UK, Europe, Singapore, Middle East, amongst others.

    As a leading ice cream brand, Vadilal has been bringing delightful ice-cream experiences to people across the world for over 115 years. Having established itself as the largest Indian ice cream brand in the international markets, the brand is now looking to take a communication leap with a well-designed marketing campaign.

    Commenting on the new partnership, Vadilal Industries USA CEO Shreshth Jhawar said, “We were impressed with the deep understanding of the category and consumers demonstrated, and, of course, by the creative firepower on display by the team. We look forward to a strong and effective long-term partnership with Mullen Lintas.”

    Delighted about the win, Mullen Lintas CEO Hari Krishnan commented, “We are delighted to have been given the mandate for Vadilal (USA). The brand is synonymous with joy & delight, and moments of fun and happiness. Our efforts would be to build a brand narrative that consolidates these emotions around the brand in a manner that is uniquely ingrained in the Mullen Lintas’ challenger thinking philosophy.”

  • IPL 2022: Mullen Lintas bags creative mandate for KKR

    IPL 2022: Mullen Lintas bags creative mandate for KKR

    Mumbai: Kolkata Knight Riders (KKR) has appointed Mullen Lintas as a communication partner for the cricket team’s creative mandate for Tata Indian Premier League (IPL) 2022. The creative agency will be responsible for delivering the campaign idea for the latest IPL season.

    The IPL is in its 15th season, and as the first runner-up of IPL 2021, it is important for KKR to show their fans that they are ready to return to the pitch with renewed energy, according to the team franchise.

    “KKR fans have always been the focus of our campaigns. We are fortunate to have one of the biggest fan communities that passionately root for the team,” remarked KKR CMO Binda Dey. “Our new campaign for this game season, designed by the Mullen Lintas team, aims to capture the frenzy and love our fans have always shown us unconditionally. We look forward to watching our fans cheer us on as they always have and have a great season together.”

    Mullen Lintas will be responsible for KKR’s campaign idea for IPL 2022, along with the brand film, on-ground and digital activations, and even KKR’s internal branding and team manifesto. The account will be handled from the Mumbai office. 

    “IPL is as much about the franchises and players as it is about fans. The game is incomplete without the latter,” commented Mullen Lintas executive director Priya Balan. “IPL is a shared space between the team’s players and their fans. Being the year of change and induction of new team members, our campaign for KKR seeks to strengthen and widen this beautiful bond with its large community of fans.”

  • Future Generali promotes insurance for pet dogs with new campaign

    Future Generali promotes insurance for pet dogs with new campaign

    Mumbai: Good dogs can make bad decisions. With this thought in mind, Future Generali India Insurance (FGII) has launched a digital campaign called ‘Oh My Dog!’ to create awareness around the importance of purchasing dog health insurance cover towards protecting our furry friends.

    With FG Dog Health Cover, dog parents will be able to choose their veterinarian, budget their pet care costs, and avoid dipping into their emergency funds all the while giving their dogs the care that they deserve, according to the brand.

    The 360-degree digital campaign, conceptualised by Mullen Lintas, aims to strike a chord with dog lovers by bringing out quirky, yet relatable moments that they might have witnessed as a dog parent. The ad film showcases how dogs can often go barking up the wrong tree or hurt themselves frolicking in the mess. Which is why they need to be protected just like one would protect their families against uncertainties.  

    “Dog insurance is a first mover advantage in India for Future Generali India Insurance. We have a lot more dog parents, which means more pet stores and pet products around us today and it’s a fresh category for mass media that is catering to this spike, and as an insight for the offering, it’s something that works across borders,” noted Mullen Lintas chief creative officer Garima Khandelwal.

    On the launch of the campaign, Future Generali India Insurance chief marketing officer Ruchika Malhan Varma shared, “As a brand that is focused on having a pulse on its customers evolving needs and providing innovative solutions across their life cycle, we realised the place a dog holds in a household today – that of a family member. This meant bringing forth an unfelt need – just as one would protect a loved one with health insurance, a pet parent can also consider purchasing a dog health insurance cover for safeguarding their four-legged doggie family.”

    “However, here is the twist. Insurance is a serious matter while we associate dogs with mischief and play. Hence, to drive home the importance of dog health insurance cover we decided to launch a playful digital campaign that showcases the mischiefs that dogs get into while also being value accretive,” she added.

    To drive home the point, FGII is kicking up a storm on both Twitter and Instagram. For its Twitter campaign it has roped in celebrities who are known for their affection towards their furry friends. On Instagram, the company is engaging followers with a filter-based idea to capture the funny thoughts of their dogs in a thought bubble. 

  • MFine delivers a googly with ‘gulab jamun-loving uncle’ in latest campaign

    MFine delivers a googly with ‘gulab jamun-loving uncle’ in latest campaign

    Mumbai: AI-driven on-demand healthcare service- MFine has launched its latest campaign that puts forth its ideology of ‘best way to cure health is through care’ in an entertaining yet effective manner. Conceived by Mullen Lintas Bangalore, the campaign highlights the ease of getting all the medical tests at home, and how a healthcare app ensures that people get adequate care at their doorstep.

    The campaign uses two memorable and much-loved characters from an earlier popular ad campaign for a food delivery app – a husband, played by Naresh Gosain, who is a foodie at heart, and his wife who is a watchful guardian and keeps him from consuming anything sweet.

    In one film, the husband furtively opens the refrigerator door to satisfy his urge to eat sweets and instead finds out that he is due for a lab test from MFine the next morning. In the second film, the doorbell rings and the husband gleefully springs to open the door in the hope of getting his food. Contrary to his expectations, he finds a phlebotomist waiting outside to collect his lab test sample. Both the films emphasise the ease and convenience of booking MFine’s lab test service without having to step out of the comfort of home.

    Mullen Lintas CCO Garima Khandelwal said, “Popular culture is best created or second-best exploited in advertising. To make a tongue-in-cheek story about lab tests at home and to make the commercial sticky for MFine was the intent here. The over-emphasis on the MFine branding is also by design so there is no confusion on which brand but to make people smile at the correlation. The aunty gets an upper hand with this campaign and the uncle gets a taste of his medicine.”

    “Our new campaign films showcase a new aspect of that heart-warming care, this time with a pinch of mischief and fun between the endearing couple,” MFine founding member and chief business officer Arjun Choudhary said.