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Tag: Mullen Lintas

  • Havells launches a new campaign ‘Shower That Saves Power’

    Havells launches a new campaign ‘Shower That Saves Power’

    Mumbai: Fast-Moving Electrical Goods (FMEG) player Havells India Ltd has released a new campaign for its latest range of water heaters that is powered by induction-based heat transfer technology. Conceptualised by Mullen Lintas Delhi, the campaign builds on the perceived impact that energy savings from Havells Magnatron could have. 

    The technology enables the Magnatron water heater to function without any heating element, which helps to heat water instantly resulting in considerable power saving, said the company in a statement.

    “The idea was to make the Havells Magnatron stand for a cause and not sell a technology. It’s a high-end water heater with extremely superior technology but instead of nudging customers to buy a technology, we wanted them to believe in a purpose,” Mullen Lintas chief creative officer Azazul Haque said. “The purpose of saving electricity as the product because of its IHT Technology heats water really fast so that power saved in every shower might get used for the betterment of those who don’t have enough access to electricity.” 

    Using a simple yet heartwarming idea at its core, the ad showcases the positive impact a ‘shower that saves power’ could have, due to the benefits of the Induction heat transfer technology. The stories connect two different people in seemingly contrasting settings where the benefits of using the brand’s water heater by one person accrue to the other person. Thereby reinforcing the thought that a simple act of using Havells Magnatron for hot water can do so much more and light up someone’s dreams.

    Talking about the campaign, Havells president of electrical consumer durables Ravindra Singh Negi said, “Magnatron is a technological innovation in the water heater category. The iHT Technology heats water super-fast and saves electricity further bolstering the Havells Water Heaters larger promise of – Shower That Saves Power.”

  • Mullen Lintas bolsters its North India operations with new leadership

    Mullen Lintas bolsters its North India operations with new leadership

    Mumbai: To consolidate its footing in the region, Mullen Lintas has announced new leadership at its Delhi office. The business function for the North region will be led by Sunil Singh Manhas who has been appointed as senior VP and business head. Nisheeth Srivastava, elevated to group creative director, will oversee the creative product and will be partnered by Sarabjit Singh, who has also been elevated to group creative director (Art). Saumya Baijal, appointed as VP and head of Planning – North, will lead the planning function for the region.

     The new roles are effective immediately, said the agency in a statement. 

    The agency’s Delhi office has a diverse portfolio of clients ranging from consumer appliances, consumer durables, home improvement, FMCG, healthcare, etc, and also handles flagship brands like Havells and Dabur. It has also won creative mandates for AkzoNobel and LifeCell International recently. The revamp of the leadership team is aimed to bring about a transformative change to the agency’s Delhi office.

    Sunil Singh Manhas, the business lead for the office, comes from Dentsu and has worked extensively across multiple categories and brands like, Honda, Maruti Suzuki, KFC, Hindustan Times, Max Life Insurance, Paytm, CP Plus, Herbalife, and Moov. With over a decade of experience with agencies like Ogilvy, DDB Mudra, and dentsu, his knack for understanding the business of brands will be a great addition to the agency’s Delhi office. Manhas’s mandate will be to deepen the relationship with existing businesses and build new ones, stated the agency.

     

    “Mullen Lintas Delhi is poised for growth having already added a diverse mix of brands into the portfolio this year. We felt that this is the right time to bring in a new leadership team that is young, talented and driven,” stated Mullen Lintas CEO Hari Krishnan. “Sunil Singh Manhas comes on board as Sr VP & Business Head for Delhi. Sunil is a seasoned campaigner and knows the Delhi market inside out. He brings with him a wealth of cross-category experience and knowledge. His drive for new business and his passion for ideas will augur well for us.”

    Nisheeth Srivastava, who has over 13 years of experience in marketing, advertising, content and digital, started his career as a brand executive with Mudra Ahmedabad in 2007. In 2010, he moved to Lowe Lintas Delhi as a creative. He has also worked with Radio Mirchi (UP) as cluster programming head and OLX India as brand creative lead in the past. A strong advocate of a digital-first approach resulting in conversation and conversion, he has created some highly recognised work for brands such as OLX, Google Pay, ABP News, Philips Lighting, Dabur Real, Havells, Maruti Suzuki, Cargill Foods, and India Gate rice. Nisheeth’s mandate will be to steer the agency’s creative product to the next level and boost clients’ confidence in the agency.

    Sarabjit Singh, who will partner Nisheeth in leading the creative duties, brings 15 years of experience to the table, having worked in agencies like Lowe Lintas, Leo Burnett, Cheil and Rediffusion, in the past. His work has won several awards at shows such as Cannes, Spikes Asia, New York Festivals, Effies etc. Sarabjit joined Mullen Lintas when it started in 2015 and has been an integral part of the team ever since. At Mullen Lintas, Sarabjit has lifted the creative product of several brands that the agency handles out of its Delhi office.

    Saumya Baijal has over 14 years of advertising and marketing experience working across agencies like Ogilvy, Lowe Lintas, McCann Erickson and others. She has extensively worked on brands like Google, Uber, Fabindia, HT Radio, Philips and more. Previously, she has also worked at Cisco, as Brand Manager – India. She is a strong voice in the gender movement and a bilingual writer. Her articles and poems have been published in popular, widely read national publications and various anthologies. Her role as the chief strategist will be crucial in the transformation of the planning function at the agency’s regional office.

    Speaking on the strengthening of the creative and planning function, Krishnan added, “Under the creative leadership of our CCOs Azazul Haque & Garima Khandelwal, there’s a lot that we have achieved already in terms of creative reputation with some stellar work across offices. To reproduce the same momentum in Delhi, we’ve strengthened the creative team with Nisheeth Srivastava & Sarabjit Singh. They are hybrid creative folks with an innate understanding of digital and traditional.” 

    “The strategic planning product of Mullen Lintas follows the challenger philosophy and under the leadership of our National Planning Director – Ekta Relan, we’ve made many strides across different brands in our portfolio in terms of brand impact. In keeping with the challenger mentality of the agency, we have brought on board Saumya Baijal as VP and Head of Planning for North. Saumya’s passion for ideas & her energy and enthusiasm towards all things creative, is just what we need for our young & agile operation. With the four of them leading the operation, we are confident of making a prominent impact in Delhi,” Krishnan further said.

  • Catalysts to bridge the gap between digital growth & traditional agencies: Syed Amjad Ali

    Catalysts to bridge the gap between digital growth & traditional agencies: Syed Amjad Ali

    NEW DELHI: The marketing world has been in a state of constant flux for the past few years. There are emerging trends and technologies popping up everywhere, every few days. Brands are looking forward to ever smarter ways to engage with consumers. And the consumers are moving on to newer platforms for content consumption. While everything is moving at light speed, the marketing world might not really be abreast with trends that are always transforming. This has left a huge void in the industry, which former president of Mullen Lintas  Syed Amjad Ali is trying to fill with his new venture, Catalysts. 

    The start-up aims to utilise the infinite content pool available for non-TV assets today to deliver smarter, sharper, and platform-focused marketing solutions to clients, Ali told Indiantelevision.com’s Mansi Sharma in a recent conversation. 

    “I have spent more than 25 years at the same organisation, working on some stellar and hugely successful brands and campaigns. And I was thinking about my next step for the past year and a half. That’s when I started planning Catalysts because I felt there is a huge gap in how the world of consumers is evolving and how most agencies are dealing with that. Catalysts will bridge this gap with unique platform-centric solutions to its clients,” he elaborated. 

    Ali started his marketing journey almost three decades ago and played a big role in the success of brands like LG, OLX, Havell’s, and Micromax in India. He was also one of the founding members of Mullen Lintas in 2015. 

    It was naturally not a very easy decision for him to move on from an agency that he had started seeing as home. “I owe a lot of what I know to Lintas. It was where I got many unique opportunities at every step of my career and worked personally with legends like Balki (R. Balakrishnan) who helped my professional growth immensely,” he shared. 

    However, his zest to bring in a substantial change in the course of the industry prompted him to make the jump this year. “A very close friend of mine, who is a big brand consultant, told me that it is the perfect opportunity and time to start something new,” Ali quipped. 

    He added, “I have very little to lose right now. The whole industry is dealing with a lot at this time and I truly sense a huge pool of opportunities lying out there. The pace at which digital is evolving, especially with Covid2019, and how traditional agencies are evolving are very different. I want to speed up that whole process with the Catalysts.” 

    Ali also showed immense gratitude towards the whole industry and the people he has previously worked with, who are now extending supporting hands to him. 

    “Now I realise what I have truly earned with my journey at Lintas. It is this great sense of belief that the industry has in me. It is overwhelming to see so many of my older colleagues and people that I have worked with asking me if I need any help. They all are so eager and willing to participate in the journey of Catalysts,” he noted, with some emotion.

    Currently, Ali is working hard to develop a strong open-source model for Catalysts and looking to bring in fresh talent in the small team he is curating for phase one. For the majority of its operations, Catalysts is going to be geo-agnostic and will rely on modern-day technologies to not only deliver solutions but also manage team operations. 

    He happily added that they are already working on a few client projects, each in very different verticals and stages, and said to expect some exciting news in the coming weeks. 

  • Syed Amjad Ali launches content & brand strategy platform Catalysts

    Syed Amjad Ali launches content & brand strategy platform Catalysts

    NEW DELHI: One of the founding members and former president of Mullen Lowe Lintas, Syed Amjad Ali has announced the launch of his own start-up – Catalysts. The newfound agency will focus on content and brand strategy. 

    Ali had moved on from Mullen Lintas earlier this month, after spending more than 25 years at the company. 

    As shared by Catalysts in a press statement, the agency is working on two pillars: content and consulting services. It proposes to move into other verticals through partnerships. Catalysts will particularly leverage data and communicate meaningfully on non-TV assets.

    "The pandemic shifted goal posts and threw open opportunities. As budgets shrank, resources became tight and consumer attitudes shifted, efficiency and efficacy became more important. Locations became irrelevant. Virtual meetings enhanced punctuality and conversations became fruitful. This shift mandated a new sensibility, a new attitude and a new thought process. It can no longer be business as usual. However, given the size and baggage of the legacy setups, the struggle to change will continue. Next year, we would be at least five years ahead of time; it’s that kind of shift. One needs to be nimble in order to catch up. That’s at the heart of this opportunity. This process might have started long ago but the pandemic made it real and accelerated it,"  the statement read.

    Catalysts comes with the promise to always hunt for interesting brand stories no matter where they come from, and then collaborate and explore how best it can be told. The communication will be customised and tailor-made to fulfil aspirations. 

  • Tata Tea focuses on West Bengal in regional marketing blitz

    Tata Tea focuses on West Bengal in regional marketing blitz

    NEW DELHI: Tata Tea Gold has initiated a hyperlocal strategy to its marketing, shifting the needle from not just celebrating ‘India pride’ but to also evoking ‘regional pride’. The brand aims to usher in a new era of hyperlocal advertising and communication in the FMCG category and stay away from the clutter. So far, it has released campaigns for Odisha, Delhi, UP, and is extending to other states.

    In its quest to celebrate regional pride, the brand has recently launched its latest film focusing on West Bengal.

    The campaign is aimed at celebrating the ‘Bengali way of life’. When it comes to their love for food, the people of West Bengal take great pride in their rigorous selection, approach and an eye for detail. The new campaign is a celebration of this uniquely Bengali cultural code – khutkhute-ness – that is evident in everyday situations.

    The film, conceptualised by Mullen Lintas and created by veteran Bengali filmmaker Shoojit Sircar, opens in a Kolkata street food stall where a young office going woman, who has just taken the first bite of jhalmuri, stops in between and asks the vendor to give crunchier ones. More such illustrations follow, whether it is for measuring the exacting thickness in a perfect plate of kosha mangsho or the softness and warmth of a roshogolla or the right firmness in a fish, all showcasing the Bengalis’ penchant for perfection in every little thing around food. It reaffirms that Bengalis will never settle for anything less than perfect.

    The film then pans out to a woman asking for aromatic tea leaves. While evaluating some tea in her hand, she looks unsatisfied. She asks for tea that would lend the taste buds a relishing flavour. The shopkeeper hands over the shiny gold pack of Tata Tea Gold, assuring her of a flavourful tea.

    Tata Consumer Products senior vice president marketing – packaged beverages Puneet Das said, “We wanted to celebrate the West Bengal way of life by bringing alive this core idea of ‘a perfectionist mindset’ of Bengalis, especially when it comes to their everyday food and beverage choices. This is very well expressed through this colloquial term of khutkhute-ness and we have tried to capture this through situations that will be relatable to most Bengalis.”

    Mullen Lintas chief creative officer Garima Khandelwal added, “The journey of this commercial was about landing on an insight that holds completely unmistakably true for the region, just how many brands of Tata Tea portfolio are doing with region-specific insights that evoke extreme relatability and makes the tea one’s own. What followed was then sharpening it with creative juices and partnering with the right talent. While sarcasm has long been the brand tonality, this was the first time we attempted it, in this humorous avatar.

    A few weeks ago the brand launched its film focusing on Odisha. It illustrates how the people of Odisha don’t indulge in unnecessary confrontation but shows them taking charge when it counts. The proposition of that campaign is ‘Kadak iraadon vale Odisha ke liye kadak Assam chai’.

     

  • Mullen Lintas appoints Hari Krishnan as CEO, effective from Jan 2020

    Mullen Lintas appoints Hari Krishnan as CEO, effective from Jan 2020

    MUMBAI: Mullen Lintas  has announced the appointment of Hari Krishnan as the chief executive officer of the company. The appointment will be effective, January 2020. Krishnan moves from Lowe Lintas, where he was the president and spearheading the South operations of the agency.

    MullenLowe Lintas Group CEO, Virat Tandon said, “When we were looking for the best person to lead the agency as CEO, Hari was a natural choice. He has the best credentials in the country as a P&L leader, an entrepreneur and as a brand and idea champion.”

    Tandon said,” Hari's appointment is another big step to ensure that Mullen Lintas lives up to its purpose of Challenger Thinking and offers clients a credible alternative to the top 2-3 agencies.”

    According to the Group CEO, Hari’s insatiable appetite for growth, challenges, and creative excellence makes him the perfect candidate to drive Mullen Lintas into its next phase of growth and discovery.

    Mullen Lintas CEO Hari Krishnan said “If Lowe Lintas is like an aircraft carrier in the high seas – solid, powerful and battle-ready 24/7, then Mullen Lintas is a turbocharged, supercar with a V12 engine that has zoomed its way into the top 10 list, punching well above its weight and leaving behind some of its illustrious counterparts.”

    According to Krishnan, the creative firepower, pace, agility and intensity of Mullen Lintas is just what brands need in a marketing world that is mutating and evolving rapidly.

    Being scary and excited to embark new journey, Krishnan said, looking forward to partnering the amazingly talented and passionate gang of Mullenials.

    Donning the new role at Mullen Lintas, his mandate will be to further strengthen the agency's position and reputation in the industry.

    Krishnan has worked across multiple product categories and consumer segments with and experience of over 20 years in the advertising and marketing industry. Before his stint at Lowe Lintas, South, he was the CEO of MullenLowe Group, Sri Lanka where he led the acquisition and transformation of the agency leading it to become the Effie Agency of the Year back in 2015.

    From global brands to start-up brands, Krishnan has partnered a diverse portfolio and has led large multi-cultural teams and P&L operations successfully. He has experience working with brands such as GREY Global, JWT and was VP Marketing at Star TV, in the past.

    The key brands he has partnered include Unilever, Britannia, MRF, Flipkart, Swiggy, Phonepe, Tanishq, Fastrack, Titan, Arvind Brands, Parle, Ferrero Rocher, 3M, DELL, Ford, Maruti Suzuki, Audi, Future Group amongst others.

    Under his watch at Lowe Lintas, Bangalore, the agency has seen a slew of new business acquisitions such as PhonePe, Xiaomi, ShareChat, MedLife, Cure.fit, Lenskart, Cricbuzz, 3M Scotch Brite, Manipal Healthcare, Britannia Timepass, Shell Lubricants, etc.

  • This World Heart Day, Saffolalife encourages people to adopt a heart healthy lifestyle

    This World Heart Day, Saffolalife encourages people to adopt a heart healthy lifestyle

    MUMBAI: Saffolalife, a not-for-profit initiative by Marico Ltd, has always championed the cause of heart health with a vision to create a ‘Heart Healthy India’. This World Heart Day, Saffolalife has launched yet another impactful campaign, which aims to drive awareness on lifestyle behaviours and habits that are often ignored but can have a significant impact on one’s heart health. Understanding the impact of these underlying habits is essential to better heart health awareness and care. Lack of sleep, stress, sedentary lifestyle, skipping meals, and ignoring belly fat are key lifestyle habits that show up in those at heart risk.

    An online tool, ‘Heart Ka Exam’ has been launched to help people understand how their lifestyle choices could be impacting their heart health and learn simple interventions to espouse a healthier lifestyle.

    While India is becoming more health conscious, heart health awareness is still not as prevalent. The common perception is that heart risks arise due to cholesterol, high blood pressure, diabetes etc. However, their underlying causes are regular behaviours that typify one’s lifestyle such as lack of sufficient sleep, unhealthy eating, stress, sedentary lifestyle, increasing waistlines, amongst others which can easily be controlled. Therefore, through this campaign, Saffolalife aims to help people realize that these smaller lifestyle behaviours, which are ignored on a daily basis, can have a huge impact on their heart health.

    Commenting on the campaign, Marico Ltd chief marketing officer Koshy George said, “Committed to creating a Heart Healthy India, Saffolalife has undertaken various initiatives to encourage people to adopt a proactive healthy lifestyle. This year, on World Heart Day, the Saffolalife campaign aims to build awareness around small things that impact the heart.  It also inspires people to first understand the risk to their heart health through the online ‘Heart Ka Exam tool and consequently take simple steps for a healthier lifestyle.”

    Conceptualised by Mullen Lintas, the campaign kick-starts with a set of two digital films which portray very common lifestyle facets and depict them in a simple yet alerting manner. The first film drives home the point that sleeping for less than 7 hours every night will not only cause dark circles but more importantly, can lead to heart risks. The second film builds awareness around the impact of belly fat on heart health, highlighting how increasing waistlines are indicative of poor heart health.

    On World Heart Day, Saffolalife has also released a study in association with Nielsen, which says that 64 per cent Indians in top cities who exhibit one or more of these behaviours – stress, lack of sleep, sedentary lifestyle, skipping meals and belly fat – are at heart risk.

    Mullen Lowe creative heads for the campaign Azazul Haque and Garima Khandelwal said, “Our objective for this year's World Heart Day campaign by Saffolalife was to build awareness about the relationship of small, often ignored lifestyle habits with our heart health. Therefore the idea of creating a Heart Ka Exam was born which is symbolic of a report card for your heart's condition. On World Heart Day we are nudging people to take this exam and learn by heart the effect of these small habits like sleeping inadequately or having belly fat on their heart health.”