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Tag: MullenLowe Lintas

  • Tetley brews up a beauty and burn blend with its new green tea range

    Tetley brews up a beauty and burn blend with its new green tea range

    MUMBAI: Tetley Green Tea has stirred the pot with two first-in-category innovations — Tetley Green Tea Slim Care, infused with L-Carnitine, and Tetley Green Tea Beauty Care, boosted with Biotin. These aren’t your usual herbal infusions — they’re smart sips engineered for real results.

    L-Carnitine, a natural nutrient known to burn body fat, headlines the Slim Care variant, while Beauty Care brings Biotin — the go-to vitamin for glowing skin and fabulous hair — into every cup. The twin launch signals Tetley’s pivot from passive wellness to performance-driven, ingredient-led innovation.

    “Tetley Green Tea Slim Care isn’t your regular green tea — and that’s exactly why I love it. It’s powered by L-Carnitine, a natural nutrient proven to burn body fat. For someone like me, always on the move, this blend of flavour and function fits right in. It’s smart, simple, refreshing, purposeful and makes every cup count.”, adds Kriti.

    Steeping into the spotlight is actor and wellness aficionado Kriti Sanon, who fronts the new campaign, #NotYourRegularGreenTea. Sanon’s fitness-first appeal lends muscle to Tetley’s reimagined health narrative, where tea isn’t just soothing — it’s smart, targeted, and trendy.

    Tata Consumer Products, president – packaged beverages, India & South Asia, Puneet Das added, “Consumers today are looking for more from their everyday wellness choices — they want efficacy with enjoyment. Tetley Green Tea Slim Care and Beauty Care are tailored for this evolving mindset. With functional ingredients backed by science, we are offering green teas that not only taste great but also support consumer’s wellness goals. These are truly not just regular green teas.”

    MullenLowe Lintas executive director – head of creative (South); Arpan Bhattacharyya said, “Green tea with added L-Carnitine is new news in the category. Our attempt was to bring alive the new proposition with a deep-rooted consumer insight of how even for celebrities, like Kriti Sanon, the best laid wellness and fitness plans are hard to stick to in everyday life. We crafted slice of life moments and positioned the new Tetley Green Tea with added L-Carnitine as a solid modern wellness companion with proven efficacy. Kriti’s charm and authenticity adds relatability to the campaign, and we hope that it resonates with the consumer.”

    Available across major retail and digital platforms, the new range is a heady mix of lifestyle aspiration and functional efficacy. With this sip of science, Tetley is betting on India’s thirst for wellness that actually works.

  • John Thangaraj joins Dentsu India as CSO for creative and media

    John Thangaraj joins Dentsu India as CSO for creative and media

    MUMBAI: Dentsu India has snapped up one of the industry’s sharpest minds. John Thangaraj, the veteran planner and brand whisperer, has been appointed as chief strategy officer – creative & media, marking a bold move in the agency’s push for tighter integration across its verticals.

    The appointment, effective May 2025, sees Thangaraj bring two decades of battle-tested experience across advertising, media, consumer research and brand building to the Japanese holding group’s India operations. He moves from Havas India, where he served as CSO for a year.

    Dentsu’s gain is no small scalp. Prior to Havas, Thangaraj was the group CSO at FCB group India, steering strategy across multiple marquee clients, and also held senior roles at Mindshare, MullenLowe Lintas group, Rediffusion Y&R and adidas.

    Known for mixing consumer insight with street-smart cultural acumen, Thangaraj has worked on everything from fizzy drinks (Pepsi) to luxe kicks (adidas originals), search portals (Shine.com) to search-for-meaning campaigns (HT’s “It Is Time”). His career boasts a few Bronze Effies, a cult GSK ‘Innovation Lab,’ and even a side hustle decoding the super affluent Indian for LG.

    Now based in Gurugram, the strategy maven is expected to turbocharge Dentsu’s “one brand” promise with unified thinking that aligns creative sparks with media muscle.

    For an industry constantly torn between the mad men and the math men, Thangaraj’s appointment might just be the best of both worlds.

  • Arko Provo Bose joins Enormous as chief creative officer

    Arko Provo Bose joins Enormous as chief creative officer

    Mumbai: Enormous has announced the joining of Arko Provo Bose as chief creative officer. 

    In this role, he will work closely with Enormous managing partner Ashish Khazanchi and the Mumbai and Gurgaon team to drive the agency’s creative vision and nurturing its creative talent, said the company in a statement.

    With over 15 years of experience, Bose will be instrumental in developing and strengthening the creative capabilities in tandem with Enormous’ ethos of creating connected brands, it added.

    “An agency is only as good as its leaders. A leader defines the vision and gives a direction to the talent for everyone to move as one. In its seventh year of operations, it is time for me to share this responsibility with someone who has a keen sense of the business and unbridled passion for creativity and solution,” said Khazanchi. “Arko is by far one the very best of his generation in Indian advertising. He is a juggernaut of talent and has many big campaigns behind him. We are moving to an exciting new phase as an agency and greater things should certainly be expected.”

    Bose moves from MullenLowe Lintas where he was executive creative director for over a decade and worked with brands like Google, OLX, Nestle, Micromax mobile. The recent brand campaigns he worked on were Google Search Campaigns, With a little help from Google, OLX Bech De, YouTube Premium, Lifebuoy Plastic Baba, Zee Cinema ‘Seene Mein Cinema’ to name a few.  

    “The business of advertising is reinventing itself and so should we. The bustling energy at Enormous is intoxicating and that’s what got me here. Lowe has been more than family for the last 11 years,” said Bose. “I have always been part of a creative system that yields results and firmly believes in ideation that solves problems. I hope to bring that and much more to the place by collaborating with young and thriving talent across all corners of India and beyond.”

  • MullenLowe Lintas Group wins big at 4A’s Jay Chiat Awards 2021

    MullenLowe Lintas Group wins big at 4A’s Jay Chiat Awards 2021

    Mumbai: MullenLowe Lintas Group picked up two golds and an honourable mention for its work on Lifebuoy and Wheel, respectively in a virtual event held by 4A’s Jay Chiat Awards on 13 September. It is the only agency from India to win at 4A’s Jay Chiat Awards this year.

    Out of the five shortlists made by MullenLowe Lintas Group, Lifebuoy – ‘H is for Handwashing’ won a gold each in the Healthcare Strategy and Global Strategy categories, and its campaign for Active Wheel – ‘Ghar Se Career’ got an honourable mention in the Product/Service Creation category.

    4A’s Jay Chiat Awards recognises and celebrates brilliant strategic thinking in marketing, media, and advertising. It awards campaigns that have at their core a great strategy, a powerful creative idea, and a clear link between the two.

    “4A’s Jay Chiat finds global acclaim and is possibly the toughest strategy award to win. It is a privilege for MullenLowe Lintas Group, India to have won it six times, something very few agencies in the world can boast of,” said MullenLowe Lintas Group- group CEO Virat Tandon. “The twin gold wins for Lifebuoy this year is a great endorsement for the purpose-led work we believe in driving for our brands. A big thank you to our clients at Unilever for wholeheartedly partnering us in our vision for the brand. Kudos also to our colleagues at MullenLowe Singapore, MullenLowe Salt and Weber Shandwick for supporting the ‘H is for Handwashing’ campaign. An honourable mention for another of our strong purpose-led work, the ‘Ghar se career’ project for Wheel is also very encouraging and spurs us to do better.”

    “At Lintas, we have always been a passionate practitioner of purpose-led brand-building. While one campaign is of a global scale and the other focuses on the local insights, both have an element of purpose at their core, that has resulted in success for the brands in the marketplace as well as with the audience,” said Lowe Lintas CCOs Sagar Kapoor and Prateek Bhardwaj in a joint statement. “Both these brands are super active in their ‘brand do’ and shall continue to do so regardless of awards and rewards.”  

    It is notable that Lifebuoy’s ‘H is for Handwashing’ also grabbed two bronze Lions earlier this year at Cannes Lions 2021.

    In the past, MullenLowe Lintas Group has made its mark at the coveted award show for its strategically strong work on Kissan, HUL’s Kan Khajura Tesan, Havells, and Idea Cellular.

  • BBH India onboards Aarti Srinivasan as executive creative director

    BBH India onboards Aarti Srinivasan as executive creative director

    Mumbai: BBH India has announced the appointment of Aarti Srinivasan as executive creative director on Tuesday. She will report to BBH India’s chief creative officer & managing partner Russell Barrett.

    Srinivasan comes with 15 years of experience in advertising and was most recently with MullenLowe Lintas as group creative director. At BBH India, she will lead a team of copy, art, and design professionals.

    Her work ‘Son #ShareTheLoad’ for Ariel at BBDO won hearts and acclaim both in India & internationally, going on to win the Grand Prix at Spikes Asia 2019 in the ‘Glass Award for Change’. While at Lowe, she led Housing.Com’s campaign with actors Manoj Bajpayee & Rajkumar Rao that took social media by storm because of its ingenious use of celebrity voice.  

    She is also credited for crafting some of the most adored and witty campaigns for brands like Cadbury Dairy Milk, Cadbury Gems, Surf Excel, Thums Up, Uber Moto and Whirlpool, among others and has also worked with Ogilvy and L&K Saatchi and Saatchi.

    Besides creative work, she has led successful AOR pitch wins, for which she was recognised as ‘The Growth Driver of the Year’ at Lowe’s People Excellence Awards 2020.

    Welcoming Srinivasan on board, BBH India and Publicis Worldwide India CCO & CEO Russell Barrett said, “Aarti is an amazing talent and I’m incredibly excited to have her join us at BBH. Her ideas are modern, progressive and beautifully crafted and I look forward to working with her to give shape to many more famous and modern pieces of work at BBH India.”

    Talking about her new assignment, Srinivasan stated, “At BBH India, I strongly felt there will be incredible possibilities to get both aplenty. All thanks to my first interaction with Russell, where I instantly felt positive energy, open-heartedness and was drawn by the inspiring perspective on work and creativity that he generously shared.”

  • Tata Tea Chakra Gold takes Jaago Re (Meluku) campaign to Andhra Pradesh women

    Tata Tea Chakra Gold takes Jaago Re (Meluku) campaign to Andhra Pradesh women

    MUMBAI: For the first time, a Jaago Re (Meluku) campaign developed specifically for the women of Andhra Pradesh has been launched by Tata Tea’s premium brand in the region, Chakra Gold.  The new TVC, created by MullenLowe Lintas, endeavours to awaken the strength of Andhra Pradesh's women towards self-empowerment while battling debilitating patriarchy and discriminatory societal norms.

    Commenting on this campaign, TATA Global Beverages marketing head Puneet Das said, “TATA Tea Chakra Gold, known for its long lasting taste, is one of the most premium brands in the Tata Tea portfolio. For our latest campaign, we wanted to address the hopes and aspirations of the women in AP & Telangana. We had in-depth conversations with them where they expressed their deep desire to be free from oppressive societal ‘restrictions’ imposed on them. Hence, the aim was to bring alive these emotions of the women in this region.”

    He added, “Our new TVC campaign shows TATA Tea Chakra Gold as a preferred choice for women who always leave a lasting mark on everything they do. This is in line with TATA Tea Jaago Re campaigns that have always been ahead of the curve when it comes to addressing deep rooted societal issues and ‘awakening’ consumers to such issues. In its first regional appearance in the southern part of India, the TVC aspires to make a strong statement in true Meluku style, and we hope it will resonate with our audience and inspire them towards self-empowerment.”

    MullenLowe Lintas group CCO and chairman Amer Jaleel said, “Tata Tea Chakra Gold has always championed the South Indian woman in its advertising over the years. The shift is now to champion her strong views and actions, by which she awakens a societal and cultural change. That is why, for the first time, we have introduced the stirring emotions of Jaago Re to the Telugu-speaking audience.”

  • Tata Tea Gold’s launches new campaign ‘Dil Ko Na Kahoge To Pachhtaoge’

    Tata Tea Gold’s launches new campaign ‘Dil Ko Na Kahoge To Pachhtaoge’

    MUMBAI: Tata Tea Gold has launched a new campaign this New Year, highlighting the idea of ‘dil ko na kahoge to pachtaoge’.

    The TVC, conceptualised by MullenLowe Lintas Group, narrates the story of a young girl, who is offered a job in a different city. Her heart is set on it as it would mean a better career, but her father insists that she tries for the same company in their own city. While the daughter is in a predicament, the mother understands her dilemma and tries to cheer her up with a cup of Tata Tea Gold. The daughter refuses the tea initially but after getting a whiff of the ‘irresistible aroma’ of Tata Tea Gold being made, longs for the tea, her heart so wanted. What if it’s the same story with this job offer, her mother asks? What follows is the decision the daughter makes to take up the job offer, as she listens to her heart – with an irresistible cup of tea, regaling her senses and inspiring her to leave all regrets behind.

    Shedding some light on the concept MullenLowe Lintas group chairman and chief creative officer Amer Jaleel said, “While this film shows a young woman struggling to listen to her heart about a career choice, it’s a film that speaks to so many of us. Replace career choice with relationship choices, life choices, or any other choice that each and every one of us has made, to only regret it later, and we have a film that speaks to each and every one of us. That is the beauty of this insight and the film. Of particular importance, is the role of the mother. Like all mothers, the mother in the film also knows what her child wants, and knows that she will regret it if she doesn’t listen to her heart. Using a simple analogy of a cup of Tata Tea Gold, its tempting aroma and taste, she guides her daughter to listen to her heart, and not have any regrets.”

    Tata Global Beverages marketing head Puneet Das said, “Both, desire and regret, are emotions which dwell in the heart. It’s the heart that wants, and when we don’t listen to our heart’s desire, we regret it. Almost all of us will have stories to tell when it comes to ‘regret’ and ‘not following our heart’. We have leveraged this basic human insight to take a refreshed look at our ‘Na kahoge toh pachhtaoge’ platform of Tata Tea Gold, and evolved it to create an emotional narrative around following your heart with this film “Dil Ko Na Kahoge To Pachhtaoge”. With a simple storyline, the TVC addresses the perennial dilemma between the head and the heart that transcends the boundaries of age and time.”

  • Lowe Lintas appoints Sagar Kapoor, Prateek Bhardwaj as CCOs

    Lowe Lintas appoints Sagar Kapoor, Prateek Bhardwaj as CCOs

    MUMBAI: MullenLowe Lintas Group has announced its new creative leadership, naming Sagar Kapoor and Prateek Bhardwaj as its chief creative officers (CCOs). While Kapoor will look after a part of the Mumbai office of the agency along with all the offices in the south, Bhardwaj will oversee the agency’s north offices.

    Both of them will operate out of the Mumbai offices of Lowe Lintas, reporting to Amer Jaleel, chairman and CCO, MullenLowe Lintas Group.

    Sagar Kapoor has been elevated from his post of executive director of the agency. He has served Lowe Lintas for more than 15 years and has been responsible for several iconic campaigns including Lifebuoy’s #HelpAChildReach5, which has consistently been one of the most awarded global campaigns for over five years. Other brands under his portfolio include Axe, Pepsodent, Zee, Astral Pipes, ICICI Prudential Life Insurance, and Godrej HIT.

    Prateek Bhardwaj has moved to Low Lintas from McCann Worldgroup where he was working as the national creative director. He has over two decades of experience in the business and has received a number of awards including Grand Prix at Cannes Lions and Jay Chiat Awards, and the coveted Black Pencil at D&AD. One of his most memorable campaigns has been the recent Nescafé ads featuring stammering comedian and RJ Rishi. He has worked for a number of brands like Dettol, PayTM, Sprite, Kinley, and Chlor-mint. Prior to McCann, Bhardwaj had also been a creative entrepreneur and founded Eleven Brandworks in 2008.

  • MullenLowe Lintas India CEO Joe to move on in Sept-end

    MUMBAI: MullenLowe Lintas Group India group chairman and CEO, and south & southeast Asia regional president Joseph George (Joe) has decided to move on from the agency network at the end of September 2017. After an uninterrupted stint of over 26 years with the company, where he played numerous Growth, Brand management, Client management and Leadership roles locally, regionally and globally, he now plans to pursue what he calls “his big dream”.

    Alex Leikikh, Global CEO, MullenLowe Group, said, “Joe has made such a huge contribution to the MullenLowe Group network during his 26 years within the organisation that it really is with a heavy heart that we say goodbye to him. During his recent tenure, Joe has led MullenLowe Lintas Group to huge success within India, across the APAC region and on a global stage. The agency has been credited with many firsts for India including, the best new business performer for 4 years in a row, the number one Creative Agency in the World by WARC 100 (twice), consecutive double-wins at 4A’s Jay Chiat Awards and runner up for AdAge International Agency of the Year 2015. On behalf of the entire MullenLowe Group network I would like to take this opportunity to sincerely thank Joe who has built and led our business in India and South and Southeast Asia so successfully. He leaves behind a great team, legacy and business poised for even greater future growth.”

    Joseph George joined Lintas India in 1991, and has been with the company throughout its journey of evolution; from Lintas India to MullenLowe Lintas Group today. Joe was appointed India CEO in 2011; and while continuing to be based in Mumbai, took on the additional responsibility of running the South Asia & Southeast Asia region for MullenLowe Group in 2016. He also serves on the Global Executive Committee of the MullenLowe Group network.

    During his 6-year leadership, MullenLowe Lintas Group grew into one of the most powerful agency groups in India. Outperforming the industry right through this period, on business growth, organizational reputation as well as on creative output. It was also during this period that MullenLowe Lintas Group emerged as the most consistently dominant performer in Market Effectiveness across the world. He was also the chief architect of the launch of the 2 new Indian agencies from the MullenLowe Lintas Group – Mullen Lintas in August 2015 and the recently launched PointNine Lintas.

    Joe said, “MullenLowe Lintas Group in India today is in the best shape it’s been in for a very long time. I couldn’t be moving on at a better time, and any happier or prouder with what the 1000 of us have managed to achieve these past years. Alex and I have worked closely over the past 8 months on the transition plan; and with the road map and the leadership in place for all three agencies of MullenLowe Lintas Group, I am confident that our agency network in India is ready to author its next chapter of success.”

    On the India transition planning, Alex added, “One of Joe’s greatest strengths has been his ability to develop world class business and creative leaders. Those people will now step up to continue our progress and evolution in one of the world’s most dynamic and important markets.”

    In his 18-month leadership of the South Asia & Southeast Asia markets, Joe focused on creating stronger and tighter management structures across the offices. He led IPG’s agency-acquisition in Sri Lanka and subsequently its overall transformation; the re-structuring of the MullenLowe Thailand and Vietnam operations, as well as putting in place the leadership and brand and business strategy for the MullenLowe Singapore office. Succession plans for Joe’s Southeast Asia responsibilities are in advanced stages of finalization, and will be announced by global CEO Alex Leikikh in the coming weeks.