Lowe Lintas 

is the creative agency of MullenLowe Lintas Group, India. One of the largest in
India, Lowe Lintas has created tremendous success for some of India’s leading brands.
Today, Lowe Lintas manages more number of brands amongst India’s Top 10 Most Trusted
Brands. In fact, a number of brands managed by Lowe Lintas have gone on to become leaders in
their respective categories.

Headquartered in Mumbai, Lowe Lintas has a strong presence throughout India with offices in

Ahmedabad, Bengaluru, Chennai, Kolkata, New Delhi (NCR) and Pune. The agency lends its
branding and creative expertise to a host of clients in India and the Asia-Pacific including HUL
(for which the agency handles 23 brands), Axis Bank, Britannia, Flipkart, Google, FreeCharge,
MRF, Tanishq among others.

SERVICES WE OFFER

– Brand strategy

– Consumer insight

– Communications planning

– Creative development

– Multimedia campaign creation and management

– Campaign measurement and ROI

Lowe Lintas is also home to three specialist divisions,

– dCell (strategic design consulting)

– LinConsult (strategic brand consulting)

– LinProductions (video content)

OUR NETWORK
We are a creatively driven integrated marketing communications group with a strong
entrepreneurial heritage and challenger mentality. We use creativity to get our clients’ brands an
unfair share of attention.

Lowe Lintas is the creative agency of MullenLowe Lintas Group, India. One of the largest in
India, Lowe Lintas has created tremendous success for some of India’s leading brands.
Today, Lowe Lintas manages more number of brands amongst India’s Top 10 Most Trusted
Brands. In fact, a number of brands managed by Lowe Lintas have gone on to become leaders in
their respective categories.

Headquartered in Mumbai, Lowe Lintas has a strong presence throughout India with offices in

Ahmedabad, Bengaluru, Chennai, Kolkata, New Delhi (NCR) and Pune. The agency lends its
branding and creative expertise to a host of clients in India and the Asia-Pacific including HUL
(for which the agency handles 23 brands), Axis Bank, Britannia, Flipkart, Google, FreeCharge,
MRF, Tanishq among others.

SERVICES WE OFFER

– Brand strategy

– Consumer insight

– Communications planning

– Creative development

– Multimedia campaign creation and management

– Campaign measurement and ROI

Lowe Lintas is also home to three specialist divisions,

– dCell (strategic design consulting)

– LinConsult (strategic brand consulting)

– LinProductions (video content)

OUR NETWORK
We are a creatively driven integrated marketing communications group with a strong
entrepreneurial heritage and challenger mentality. We use creativity to get our clients’ brands an
unfair share of attention.

Who we are:

We are solution architects of marketing programs. We are an ensemble of best-in-class practitioners

from a diverse set of marketing domains with a deep understanding of how communication,
conversations and advocacy come together. Amongst us, we have marketers, creators, strategists,
digital experts, technologists, data-analysts, PR professionals, consumer-engagement specialists and
media experts.

Who we are:

Lowe Lintas is the advertising division of MullenLowe Lintas Group. It is credited as being the agency
that gave India its first television commercial. From the days of Surf’s “Lalitaji” to Idea Cellular’s “What
an Idea Sirji”, the agency’s Populist Creativity™ approach has brought tremendous success to many of its
brands in India. Today, Lowe Lintas manages 5 out of India’s Top 10 “Most Trusted brands of India”. In
fact most brands managed by Lowe Lintas have gone on to become leaders in their respective
categories.

Services we offer:

–          Brand Communication Strategy

–          Concept Creation

–          Creating and managing brand campaigns

–          Multimedia production

Our clients include:

Axis Bank, Bajaj, Britannia, Hindustan Unilever, Havells, Idea, Johnson’s Baby, Maruti Suzuki, Micromax,
Tata Tea etc.

Who We Are

The already hyper-fragmented agency landscape in India does not need another niche player that does a
few things well. With the pedigree of Lintas, and a globally acclaimed operating model of Mullen; Mullen
Lintas aims to be a top agency in India.
Big brands need both depth of domain expertise and width of capabilities and shouldn’t have to choose
one for the other. With only a handful of agencies capable of offering both depth and width, to a scale
that a top brand needs, Mullen Lintas is here to offer big | ambitious brands a choice beyond the top 3
agencies.

Our advantage vs. the big 3 is the fact that we are born in 2015. Big agencies are today, dealing with the
new marketing landscape and adapting their offerings to it. We are a product of the evolving marketing
landscape, the fact that we have no baggage allows us to leap-frog this need to change and adapt. We
understand that a great brand needs a great narrative that flows seamlessly through screens,
experiences, shopping environments and conversations. We are equipped to put brands at the centre of
the touch-point universe.

Mullen Lintas is born ahead of the curve and intends to remain a mashup of the enduring and the
emerging. Our founding team has the pedigree and the class of massive brand-successes under their
belt. We intend to partner brands whose reality or ambitions are driven by a passionate pursuit of
leadership.

Who we are:

LinEngage is the experiential marketing division of MullenLowe Lintas Group that offers specialist brand
activation expertise in urban and rural markets. The division, that represents MullenLowe Open in India,
works towards creating compelling brand experiences through relevant conversations that give
consumers the opportunity to experience a brand promise/service. The division firmly believes that
experiences create an emotional connection that leads to conversion. LinEngage is also a firm believer of
the maxim that engagement solutions need to be equally quick on the uptake, to grab attention
instantly and hold it for long enough to build brand preference. To help clients capitalize on the
consumer-engagement opportunities in heartland India, LinEngage also offers a bespoke rural offering –
LinTerland.

Services we offer:

LinEngage offers strategy, design and implementation solutions across the following verticals:

– Brand Engagement: Consumer activation (urban/rural), School activation, Brand promotion, Store &
mall interceptions, Road shows, Floats operations, Kiosk placement, Retail merchandising and
Exhibitions/Conference design.
– Rural Communication: Creating effective communication for rural brands

– Direct /BTL: All below-the-line creative development and executions in sync with the core brand
strategy.

Our clients include:

UltraTech Cement, ICICI Lombard, Johnson & Johnson Ltd., Onida, Tata Wiron, Franke, Faber, Bayer,
Piramal etc.

Who we are:

GolinOpinion is the Public Relations division of MullenLowe Lintas Group and joint venture partner of
GolinHarris, a global strategic communications firm. GolinOpinion is ranked among India’s leading PR
firms. The agency is assembled around the g4 model that brings four areas of expertise – ‘strategists’,
‘creators’, ‘connectors’ and ‘catalysts’ – into a single entity. GolinOpinion currently employs over a
hundred experienced communication professionals in five offices across India.

Services we offer:

From the 10 core practices to specialty services and proprietary tools, the objective is to provide clients
with a wealth of innovative thinking, creativity and results. GolinOpinion services include:

– Social and Traditional Media Intelligence: Image audits, media monitoring & analysis, and
measurement

– Media messaging and Training: During normal and crisis situations

– Media Relations: Editorial media connect and strategic counsel

– Issue and Crisis Management: Preparedness and management

– Social Media: Connecting with online communities

– Internal Communication: Employee engagement

– Event management and creative services

Our clients include:

Etihad Airways, JP Morgan Mutual Fund, Discovery Networks, Unilever-Lifebuoy, Sony PlayStation,
Shapoorji Pallonji Group, Starwood Hotels & Resorts etc.

Who we are:

Every master story-teller has a medium of preference. At LinProductions, the medium is

films. LinProductions is India’s first in-house division within an agency to offer integrated
solutions to brands for entertaining and engaging with their audience via films, be it
through quality commercials, television content or feature films. While the division
strives to innovate with time, technology and the changing trends in the business of
entertainment, its core promise has always been to create simple yet powerful
entertainment properties. Delivering that promise, time and time again, is a team of
professionals with enough experience in the business of communication to be able to
tell a story as effectively in 30 seconds, as they can in 3 hours.

Apart from the abovementioned services, LinProductions also offers digital production
solutions designed for clients seeking to make an impact on social mediums like
Youtube, facebook etc. Whether it is about making your banner do the talking or about
delivering rich media ads to elicit strong response from the consumers, or even making
a cost-effective video for Youtube, the team at Lintas Productions can render solutions
that are ahead of the curve and which help in optimizing profitability for brands.

Services we offer:

–          The integrated entertainment solutions offered include:

–          Movie Productions: Concept, Script Development, Productions, Sale &

Distribution

–          Strategic Planning & Marketing of a movie

–          Identity creation for a movie, Strategic Alliances & Promotions

–          Television Content / Productions: Genre, format, Content Development,

Production
–          Celebrity endorsements for brands

–          Talent Management: Identifying fresh new artists (Models, Actors) for TV
commercials & feature films

–          Branded Entertainment: Building AFPs, In-film brand integration, co-branded

association with films.

Our clients include:

Titan Industries, OLX Inc, Tata Global Beverages, Havells India, Britannia Industries
Ltd., MRF Ltd, Dollar Industries Ltd., Idea Cellular, Future Brands, Maruti Suzuki India
Ltd.

ABOUT US
MullenLowe Lintas Group is one of India’s largest and most admired communication groups.
Having started operations in India way back in 1969, it is today one of the star offices in the
global MullenLowe Group network and part of the Interpublic Group of Companies (IPG).
MullenLowe Lintas Group (India) has two creative agencies – Lowe Lintas, Mullen Lintas. The
group manages 300 brands across multiples categories with a talent pool of 600+ people and 13
offices across 7 cities.

MullenLowe Lintas Group is ranked #1 in India | #1 in APAC | #3 in the World as per

the Global Effie Effectiveness Index 2018. It was also ranked the No. 1 creative agency in the
world in effectiveness by the World Advertising and Research Council’s report, WARC
100 for two consecutive years (2015-2016). Other accolades include being declared the India
Effie Agency of the Year – twice in two years (2016 & 2015) and APAC Effie Agency of the
Year (2016). The group produces ~1,000 campaigns annually, that include some of the most
effective work from India, and is consistently recognized at the highest level, globally.

New Delhi: Advertising veteran and former group chairman and chief executive of
Mullen Lowe Lintas Group Joseph George announced the launch of his independent
advertising agency Tilt Brand Solutions on Monday.
Based in Mumbai, the new agency will focus on providing video content, data backed
planning, brand consulting and communication services to brands. It will also have an
in-house video production unit. It is currently in talks with 20 prospective clients
across brand categories including fast moving consumer goods, consumer durables,
automobile and online companies
Currently, most advertising agencies primarily believe in creating television
commercials when it comes to video advertising. However, video content is becoming
huge on digital with majority advertising money being spent on it. Our aim is to look
at video as a new format of advertising which can help brands connect with consumer
across media platforms," said George, chairman and managing director, Tilt Brand
Solutions.
Tilt’s top leadership consists of former Mullen Lowe Lintas senior executives Shriram
Iyer who has taken over as chief creative and content officer as well as Rajiv
Chatterjee who is the chief business officer. Srikanth Sarathy, the chief operating
officer at Tilt, has over two decades of work experience across ad agency Leo Burnett
as well as Walt Disney India among others. Kedar Teny, who has recently quit Sony
Pictures Networks India, has joined the agency as chief strategy officer
Currently, Tilt is 15-people strong with a diverse skill sets, including brand building,
communication planning, analytics, media and digital strategy, behavioural science
and production management. Apart from hiring from media and advertising agencies
such as Leo Burnett, Mediacom and Omnicom Media, Tilt has brought in resources
from Indian Space Research Organisation (ISRO), Hindustan Unilever as well as
content companies such as Culture Machine and The Viral Fever.
“We had to look at talent with specific experience and skills. Our founding team could
not be more diverse in terms of careers and academics," George added.
With the evolving communication and media landscape, many senior advertising
professionals have quit the traditional advertising agency model to launch
entrepreneurial ventures. Most recently, Lowe Lintas chairman and chief creative
officer Arun Iyer has quit as he intends to launch his own agency by next year.

George joins the league of senior advertising professionals, including Ogilvy’s Abhijit
Avasthi, DDB Mudra’s Pratap Bose, JWT’s former CEO Colvyn Harris and Publicis
Capital’s Hemant Misra, who are running their entrepreneurial ventures offering
design, content, communication and media services with a clear focus on digital and
mobile platforms

MullenLowe Lintas Group, India’s leading marketing communications group has

announced the merger of its omni-channel agency, PointNine Lintas, with its
flagship creative agency, Lowe Lintas. The merger combines the omni-channel
expertise of PointNine Lintas with the creative strength of Lowe Lintas, to form
one of the largest hyper-bundled (full-service) agencies of India, filling a need
gap in the industry.

With a roster of well-established clients, Lowe Lintas is amongst the largest

agencies in India that has created tremendous success for some of the leading
brands of the country. It currently manages a portfolio of over 300 brands for
clients such as Britannia, Flipkart, Google, MRF, Titan, TVS Motors, Unilever
(HUL), and Zee amongst others.

PointNine Lintas was set up in 2017, to create a new model that bundled a wide
array of marketing disciplines under a unified omni-channel agency offering. Built
as a beta (version 0.9), the agency has tested its model over the last one year on
a large portfolio of clients such as Liberty General Insurance, Naturell, Product Of
The Year (POTY), SoundLogic, Marriot International (earlier known as Starwood
International) and Zespri, amongst others. The merger aims to seamlessly
integrate the operating model and skills of PointNine Lintas to the large client
base of Lowe Lintas.

Responding to this development, Virat Tandon, Group CEO, MullenLowe Lintas

Group commented “With PointNine Lintas, we’ve grown a new, future-facing
strain and now it’s time to graft it into Lowe Lintas, which is already India’s best.
Having seen the PointNine offering and skills develop very closely, and being
familiar with the position that Lowe already commands, I am super excited about
this move and am confident that this is a big leap forward for us. Our promise for
clients with this merger is that in the increasingly fragmented and fast-evolving
communications landscape, we will now be able to seamlessly extract more
power from our big ideas. Lowe Lintas’ new Hyper-bundled offering means that
our clients no longer have to settle for the fractured solutions of the past.”

The services that Lowe Lintas will now offer includes digital marketing &
transformation, public relations, reputation management, activation, experiential
& shopper marketing, and media planning & buying. The PR, Media and
Experiential divisions of the group, GolinOpinion, Lintas Mediahub and
LinEngage respectively, would continue to offer their services to their clients,
while collaborating with Lowe Lintas.

Speaking about the merger, Amer Jaleel, Group CCO and Chairman, MullenLowe
Lintas Group said “We are looking at a future where a lot of very carefully
designed and yet differing messages will aggregate to form a stereographic
brand picture in the head. We see this emerging need as very challenging and
exciting. Our omni-channel incubation PointNine Lintas is now fully ready and
positioned to understand these complex brand needs and it’s time to unleash it
across the breadth of our vast brand portfolio”.
The merger is effective immediately and the leadership teams of both agencies
are working on operationalizing the merged structure.

1. Submitted By: Priyadarshani Jain Company Analysis – Lowe Lintas

2. 2. CONTENT  About Mullen Lowe Lintas Group  Who They Are – Unity in Diversity 
Vision and Mission  Mantra  Business Model  People Excellence  HR Practices 
Organizational Culture  Pitfalls  Leadership Practices  Market Stability  Best Practices 
Public Relation Strategies  Achievements
3. 3. About Mullen Lowe Lintas Group  Mullen Lowe Lintas Group is one of India’s largest and
most storied communication groups. Having started operations in India way back in 1939,
Mullen Lowe Lintas Group is today, a star office of the Mullen Lowe Group, part of the
Interpublic Group of Companies (NYSE: IPG).  Lowe Lintas is the advertising division of
Mullen Lowe Lintas Group. Lowe Lintas India is a wholly owned subsidiary of the Interpublic
Group, and one of the star offices in the Lowe World wide network. It is credited as being the
agency that gave India its first television commercial. They manages 5 out of India’s Top 10
“Most Trusted brands of India”.  The agency has a brilliant talent pool of over 850+ people
across seven divisions and eight cities all over India to manage its 300+ clients. Lowe Lintas
employs over 650 people across 7 cities in India.  Lowe Lintas India leads global and
regional communication for several Unilever and Johnson's Baby brands. Key People – R.
Balakrishnan, Chairman & Chief Creative Officer & Joseph George - Chief Creative Officer
Specialties - Strategic Planning, Channel Planning, Advertising, Creativity, Public Relations,
Rural Communication, Healthcare, Design, Film Production, Digital Strategy, Film Production
and Communications
4. 4. WHO THEY ARE THE AGENCY BEHIND INDIA’S MOST TRUSTED BRANDS It has
operating divisions in -  Lowe Lintas, Mullen Lintas - advertising,  dCell – strategic design
consulting i.e. branding of company,  LinConsult - brand consulting i.e. better understanding
of the effect that this phenomenon has on brands and on the brand’s relationship with the
consumer.,  LinEngage – activation i.e. brand promotion, rural market focus.  LinHealth -
healthcare marketing i.e. New product launches, Refreshing existing brands etc. 
GolinOpinion – Public Relation i.e. Media messaging, Media relation  LinProductions -
motion picture i.e. Movie and Tv Production, Celebrity endorsement  LinTeractive – digital
i.e. SEO and digital media planning and buying With marketing effectiveness at the core of
its offering, the group has received numerous accolades across a host of Effectiveness
Awards globally.
5. 5. Vision & Mission  The vision is to carve a place among the top brands and strengthen the
core essence of the group. “A lot of brands in India are maturing and over the last 20 years,
there has been a lot of growth being witnessed in the Indian market. With technological
advent, there has been a lot of new ways of working that have come up. However, though
the brands have matured, the agencies haven’t, hence there have been challenges. For the
last six to seven months, technology has changed the mindset and technology can grow to a
certain pace. This has given rise to tech-parody, hence there is a big need for an agency to
create something innovative and differentiation based on consumer needs,” he added.  The
mission of Mullen Lintas will be to cater to the growing needs and demands of the
consumers and keep up with the pace of the growing shifts in the industry.
6. 6. Mantra  Role : To ensure that more people spend more time with our clients' brands. 
Purpose : To create ideas that people want to spend some more time with. They work to
deliver Populist Creativity through the laser like analysis of the core problem and brilliant
insight into contemporary culture. Our work changes behaviour online and offline, inspiring
people to act.  Belief : High Value Ideas : Lowe believes that the greatest service is the
provision of a High Value Idea. It’s both glue and context – amplifying and making sense of
 the messages to people. High Value Ideas are enduring, persuasive, creatively fertile - and
are profound enough to work across all media channels and around the world Idea
Communities Lowe thinks that in the world of modern communications it’s important to draw
upon a wide range of talent, but it’s cumbersome, expensive and undesirable to duplicate
and support hundreds of offices. Idea Communities is the process by which talent from all
marketing disciplines, and across all major markets can be brought together easily and freely
to produce cross channel work that can span the world.
7. 7. Business Model Who do Lowe Serve? What do they Provide? How do they provide it?
How do Lowe make money? How do Lowe Lintas differentiate and an advantage?
Customers : Unilever General Motors Electrolux Nestle Microsoft China Mobile • Creative •
Digital • Global Interactive Market Research • Market Planning • Research Specialized-
Communications • Strategic- Communications • Trend spotting • Design • Campaigns •
Brand advertising strategies • Facilitating media trackings • Invent Copy and Layouts •
Develop Account Planning • Media-neutral marketing ideas • Revenues from services
provided such as branding • Create recall value • Sale of services • Creative and Copywriting
• Creating great ideas • The ideas buy more of people's time • Total Communication
Planning – Process: 1) Business Analysis 2) Brand Positioning Development 3) Integrated
Communication Planning
8. 8. People Excellences STAKEHOLDERS REQUIREMENTS Clients/ Customers Promotion &
Sale of Product Offered by Lowe and Lintas. Providing timely services; Lowe believes in
customer is king. Employees Rebellious attitude at work with belief Believe in what they do,
Creativity at its best. Public Research on demand of their product through various set of
people and to provide view point that is not against general public welfare. Government
Following regulatory and governmental framework.
9. 9. HR Practices  Upto 2012 • Recruitment & Selection - • Identifying open positions •
Creating Job Descriptions • Sourcing candidates • Screening and Shortlisting CVs •
Conducting Interviews (All Levels) • Conducting all on boarding formalities • Inducting new
employees • Designing and Conducting Campus Recruitment Programs  2012 ONWARDS
• The Lowe Lintas Apprenticeship Program • Recruitment • Training • Counselling •
Compensation + Benefits • Personnel • Employee Engagement
10. 10. Organizational Culture  Employee friendly working environment.  People and Process
driven organization.  Timely payment of monthly salary.  Employee enjoy various perks
e.g. holidays in various countries  Opportunity to express your creativity  You get to work
on the best brands in India with the best resources in the industry.  Flexible enough as long
as you do your work, no one's really bothered about what else you do
11. 11. Pitfalls  An award is meaningless if it doesn't judge work for what it is worth: Joseph
George – There were three broad things we did in 2014: We re-focused our creative product
to make it the centre of everything we do. Second, we got a lot more aggressive in our new
business pursuit and we have managed to retain our talent. I think these three were key to
our 2014 journey. We have also been told we are the only Indian agency to figure in this list.
It does make us feel happy that an international body has recognised work coming out of
India.  Burger King account loss hits Lowe Lintas at a tough time  Loss shutters Lowe
Lintas office - Lowe Lintas & Partners Worldwide, which has lost its $85 million Ameritech
business due to its parent SBC Communications' continuing account consolidation, will close
its Chicago service office May 31. Internal Shortcomings: • Management has the habit of not
communicating relevant information to staff members. • Lengthy time-consuming
employment process. • Sometime too many processes affect the productivity. • The lack of
hierarchy is sometimes a hindrance. • Not paying end of year bonus F.Y. 2014-15 without
explanation caused deep disappointment and dissatisfaction among staff members. Alot of
people resigned. • Career growth depends from team to team. Sometimes it can just be
restricted! Real late nights need to be put in sometimes. Too much work pressure.
12. 12. Leadership Practices  Mullen Lowe Group has remarkably formed group of companies.
• Every group company has its identical advant-edge. • Recruitment of skilled manpower.
Various Successful Ad Campaign for Market leaders: • Mullen Lintas unveils new campaign
for TATA Tea Gold Mixture in Maharashtra • ICICI Life Insurance- "Par bande ache hai" •
Tata Tea - Jaago Re • Idea - "You're my Pumpkin Pumpkin, Honey Bunny!"; What an Idea! •
Bajaj Auto - Hamaara Bajaj • Surf Excel - Daag Achhe Hain • ICICI Prudential - Jeetey Raho
• Lifebuoy - Koi Darr Nahin • Axis Bank - Badhti ka naam zindagi
13. 13. Market Stability  Lowe Lintas India is known as the communications group that has
turned many small brands into market leaders. Our strength lies in our ability to develop what
we call the high-value idea – an idea that transforms a marketing proposition into an
enduring brand asset.  The high-value idea evolves from our unique ‘problem-biased
thinking’ approach. Here, they burrow deep into the client’s marketing challenge, immerse
ourselves in it, understand it inside-out…and then develop communication solutions for it. 
Hi-end Customer: In our early days, the high-value idea was epitomised by iconic characters
such as Lalitaji, the Liril Girl, the MRF Man and Cherry Charlie; today, it is seen in high-
voltage campaigns like Tata Tea’s ‘Jaago Re’, Lifebuoy’s ‘Koi Darr Nahin’, Idea Cellular’s
‘What An Idea’, Bajaj’s ‘Hamaara Bajaj’, Surf Excel’s ‘Daag Acchhe Hain’ and many more. 
Long Standing: Throughout the history Lowe Lintas, have been a company of firsts, leading
many developments within the advertising industry.  Customer Satisfaction: “We are here to
Provide Services which Focus on Customer Centricity Rather Than Profit Making Motive in
Such Competitive Market We Are Working In Mumbai City We are Dealing in . If You Will
Join us Then You Will Get Transparency Customer Satisfaction with Right Guidance of Our
Services Along with the Trust Seal of Lowe Lintas India” – Commitment by Lowe Lintas
14. 14. Best Practices  Tandon (core team) commented, “Mullen Lintas is born to stand ahead
of the curve. Big agencies today are dealing with the new marketing landscape and adapting
their offerings to it, hence the advantage is that Mullen Lintas has no such baggage and that
allows us to leap-frog this need to change and adapt. We understand that a great brand
needs a great narrative that flows seamlessly through screens, experiences, shopping
environments and conversations. We will equip ourselves to play a pivotal role for our
brands.”  Iyer (core team) remarked, “The agency is started with a great ambition and the
bonus is the wonderful team that I am getting to work with. This excites me and at the same
time the approach would be to enrich our capabilities with what we call, ‘core plus one’.
While we continue to practice our core skill sets, we will commit ourselves to adding people
who bring with them a ‘+1’ skill or area of expertise. We believe this is critical and makes us
‘present ready’.”
15. 15. Public Relation Strategies LinOpinion is the Public Relations division of Lowe Lintas
India.  Lowe Lintas follow several means to maintain public relation, wherein some are as
follows: • Re-branding • Writing Press Releases • Press coverage • Media Alert • Various
Social Media Tool Interns of Lowe Lintas get to work on specific clients, where they have to
be in touch with journalist for event coverage, follow press release, do market research and
come up with innovative ideas etc.
16. 16. Achievements Mullen Lowe Lintas Group’s continued great run on value and
effectiveness. In the last few months, the agency has achieved various recognition:  The
more recent ones include Asia-Pacific Effectiveness Agency of the Year at AMES and U&AP
Tambuli Awards.  In February 2015, Mullen Lowe Lintas Group was ranked the No. 1
creative agency in the world in effectiveness by the World Advertising and Research
Council’s report, WARC 100.  India Wins 2 Medals At 2015 Jay Chiat; Both By Mullen Lowe
Lintas Group For Havells And Idea Cellular.  India wins 2 medals at 2015 Jay Chiat;
Ranked #1 agency in the world by WARC 100  APAC Agency of the year at AMEs and
Tambuli  Named most effective agency in India by the global Effie Index  Won India’s only
Grand Prix in ‘creative effectiveness’ at Spikes Asia
 17.Lowe Lintas, the creative agency, has announced the introduction of Kaam
Wapasi, a tech platform built to help migrant/guest workers get back to work
and at the same time assist employers with access to a pool of readily available
workers.

18.Some of the corporates like ZEE Network, Bharti Airtel, Axis Bank, Radiocity
and Razorpod have committed to support this initiative.

19.Prateek Bhardwaj, CCO, Lowe Lintas, said “After all that they’ve been
through, migrant workers aren’t ready to return to cities without a sense of
clarity and control. They need active projects to return to.”

“Unfinished projects, on the other hand, need workers to restart. Kaam Wapasi is a
creative tech intervention to help resolve this stalemate. By connecting migrant blue-
collar workers with projects in various cities, we hope to accelerate the unlocking of
the Indian economy,” he said.

Migrant/guest workers, most of whom have returned to their villages, have been
impacted the most by the in national lockdown imposed to control the spread of
COVID-19. Even as the lockdown restrictions have been lifted gradually, they are
reluctant to return impacting various industries dependent on them.

The Kaam Wapasi platform will primarily operate as a mobile-first site, but will also
offer an IVR solution to those who may not have access to a smartphone.

The platform allows workers to choose jobs by skill and location. Currently, jobs are
segregated into construction, logistics, restaurants and manufacturing, with further
sub-options based on skill.

Virat Tandon, Group CEO, MullenLowe Lintas Group, said “Creating the technology
is just one part of the puzzle for us. We also intend to activate it at scale, and it’s
heartening to see so many big brands collaborating with us to deliver that scale. Kaam
Wapasi will be accessible to workers across the spectrum and as it grows, we hope
that more companies join us in this endeavour”.

While Lowe Lintas has led this project by developing the basic tech and
communication, the corporates have contributed with media and tech support. This
initiative aims to impact the lives of at least 1 million migrant workers.

Mullen Lintas is the new creative agency of the MullenLowe Lintas Group. With the pedigree
of Lintas and a globally acclaimed operating model of MullenLowe Group, Mullen Lintas is
already challenging the top agencies in the country with its growing client list.

The agency is head-quartered in Mumbai with offices in New Delhi & Bangalore. Mullen
Lintas is born ahead of the curve and intends to remain a mashup of the enduring and the
emerging. It intends to partner brands whose reality or ambitions are driven by a passionate
pursuit of leadership.

Mullen Lintas is a unique start-up with some of the most capable and proven industry talent
across creative, strategy, business as well as digital and social. The advantage being “Most talent
per square foot”.

For clients what this means is…

 Fewer people involved = more meaningful conversations

 Responsive, nimble, flexible = less noise, no confusion
 Bigger impact, lesser client energy spent = better utilization
 Challenger thinking = bigger, better ideas
 Motivated teams = not afraid to try new ways
 A point of view on brands = futuristic, purpose-driven brands
 Energetic. Not intimidating = not tiring, more inspiring

Big agencies are today, dealing with the new marketing landscape and adapting their offerings to
it. Mullen Lintas is a product of the evolving marketing landscape; the fact that it carries no
baggage allows it to leap-frog this need to change and adapt. It understands that a great brand
needs a great narrative that flows seamlessly through screens, experiences, shopping
environments and conversations. Mullen Lintas is equipped to put brands at the centre of the
touch-point universe.

OUR POSITION
Our Approach: Challenger Mentality

We work with some of the world’s most innovative marketers: clients who always think like
challengers. And so do we.
Whether it’s defying category norms, breaking conventions, talking to an audience in a new way
or across new channels; whether it’s changing behaviours through innovation, doing something
that’s never been done before or even challenging the client’s brief – this way of thinking gets us
to our most creative, exciting and effective work.

Our Purpose: Unfair Share of Attention

Attention is the most competed-for currency in the 21st century, and our focus is to give our
clients’ brands an unfair share of attention – both conscious and unconscious attention – that far
exceeds their market share, their budget, their penetration and their distribution.

We assess MullenLowe Lintas Group's 2017 performance in India, based on

its business results, its innovation and initiatives, its work and awards and
its people and leadership.

Read more at: https://www.campaignindia.in/article/agency-report-card-

2017-mullenlowe-lintas-group/445939

2017 was a busy year within the MullenLowe Lintas Group as it saw the exit
of Joseph George, group chairman and CEO (India) and regional president
for South and Southeast Asia after 26 years at the agency.   Vincent
Digonnet took over the South and Southeast Asia reigns from George.
Arun Iyer (chairman and CCO, Lowe Lintas) and Raj Gupta (CEO, Lowe
Lintas) earned elevations earlier in the year.  As a group, MullenLowe
Lintas’ biggest objective was to mainline digital.    Agency Report Card
2017 MullenLowe Lintas Group 2017: A- Country head(s): Amer Jaleel
(chairman and CCO – Mullen Lintas); Arun Iyer (chairman and CCO – Lowe
Lintas); Raj Gupta (CEO – Lowe Lintas); Vikas Mehta (CEO – PointNine
Lintas); Virat Tandon (CEO – Mullen Lintas); Vivek Kamath (group CFO and
COO – MullenLowe Lintas Group)   Ownership: Interpublic group of
Companies   In July, the group announced the launch of PointNine Lintas,
a merger of GolinOpinion, LinTeractive and LinEngage. This added to the
agency’s existing entities – Lowe Lintas and Mullen Lintas. The idea was
for the group to move from ‘Hyper Fragmented to Hyper Bundled’. Vikas
Mehta was given the CEO role for PointNine Lintas.   In December, Lintas
Mediahub was launched as a ‘full-service media offering for a digitised
world’. Lintas Mediahub operates as a division of PointNine Lintas and
offers its services to clients across the three agencies in the group.    While
Lowe Lintas lost Idea after a 15-year stint, account wins for the year
included Xiaomi, Zee (split with Publicis), Fossil, Quikr, Too Yumm, Motilal
Oswal Financial Services, Micromax and Cargill Foods.  Effective
MullenLowe Lintas Group The agency’s Mumbai office was ranked number
one in Asia Pacific and number two in the world according to the Global
Effie Effective Index. It bagged a Silver in the Global Effies, and a Silver and
Bronze in the Apac Effie. The agency also won a Gold in the WARC Price for
Asian Strategy in the year.   

Read more at: https://www.campaignindia.in/article/agency-report-card-

2017-mullenlowe-lintas-group/445939

Prateek Bhardwaj
Prateek Bhardwaj, CCO at Lowe Lintas, said, “After all that they’ve been
through, migrant workers aren’t ready to return to cities without a sense
of clarity and control. They need active projects to return to. Unfinished
projects, on the other hand, need workers to restart. Kaam Wapasi is a
creative tech intervention to help resolve this stalemate. By connecting
migrant blue-collar workers with projects in various cities, we hope to
accelerate the unlocking of the Indian economy.”
The national lockdown imposed due to Covid-19 has impacted migrant
workers the most. Thousands of migrant workers were forced to go back
to their native states due to loss of jobs and livelihood due to the
lockdown. Even as the nation gradually eases lockdown restrictions, the
workers are reluctant to return, thereby impacting various industries
dependent on them.
The Kaam Wapasi platform will primarily operate as a mobile-first site,
but will also offer an IVR solution to those who may not have access to a
smartphone. It can be accessed by visiting www.kaamwapasi.com or by
giving a missed call on 1800-202-44-88.
The platform allows workers to choose jobs by skill and location.
Currently, jobs are segregated into construction, logistics, restaurants
and manufacturing, with further sub-options based on skill.
Virat Tandon
Virat Tandon, Group CEO at MullenLowe Lintas Group, said, “Creating
the technology is just one part of the puzzle for us. We also intend to
activate it at scale, and it’s heartening to see so many big brands
collaborating with us to deliver that scale. Kaam Wapasi will be
accessible to workers across the spectrum and as it grows, we hope that
more companies join us in this endeavour.”
The platform is supported by a multi-media targeted campaign on TV,
mobile, radio and digital mediums to attract employers and migrant
labour. While Lowe Lintas has led the Kaam Wapasi project by
developing the basic tech and communication, brands like Zee Network,
Bharti Airtel, Axis Bank, Radiocity and Razorpod have contributed with
strategic media and tech support. Through the many collaborations,
Kaam Wapasi aims to impact the lives of at least one million migrant
workers.
The MullenLowe Lintas Group has launched Restart and Restrat – a framework
created to help marketers explore the various recovery paths available to them
during the ongoing crisis. The still developing phenomenon of the Covid-19
global pandemic is a scenario where nothing feels the same anymore and
everything is in a state of flux. The framework lays significant emphasis on how
brands can effectively deal with specific impact on various industries. It could be
a business impact due to changed human behaviour or implications of isolating
at home, or an impact on the consumer behaviour due to a decline in economic
activity.
Given the slowdown, consumers’ spending and their current lifestyles and
behaviors are witnessing a readjustment. Further, an erosion of confidence and
concerns about health have led to a sudden change in consumer psychology and
behavior which has a direct impact on a variety of industries. They are clearly
drawing a line between discretionary and non-discretionary spends by conscious
purchase decisions. This unsettled scenario has prompted MullenLowe Lintas
Group to team up with other experts across the world and research previous
similar world events and their impact on attitudes and behaviours. The final
product is “Restart and Restrat” – A Strategic Framework for Brands in
Challenging Times. Through targeted solutions and focused actionable
strategies in the immediate and long term, the framework will help brands
navigate and overcome previously unforeseen challenges.

Commenting on the launch of the framework, Virat Tandon, Group CEO,

MullenLowe Lintas Group, said “We are all witnessing the seismic impact of the
current crisis on business, but even more significant is the way in which human
lives are being affected. We humans are a resilient lot and have a great quality to
adapt to changes. This is what we are witnessing even during the current crisis.
“Restart and Restrat” is our attempt as consumer experts to identify and predict
the shifts in consumer attitudes and behaviours in general and specifically
towards key categories. What makes this framework most useful is that these
learnings are totally actionable for our client partners through a purpose-built
suite of tools that we are deploying through our consulting arm, LinConsult.”
Talking about the idea behind Restart and Restrat, S. Subramanyeswar, Group
Chief Strategy Officer, MullenLowe Lintas Group, said “The true test for any brand
is not when it is in cruise mode - a vibrant and growing economy, conducive
competitive conditions and buoyant consumer demand. It is when the entire
ecosystem comes to a grinding halt, the business environment becomes
uncertain and the very tenets on which a brand is built are no longer valid in a
drastically changed scenario. Our ‘Restart and Restrat’ strategic framework not
only reveals the gravity of the current situation but also explores a promising
recession beating growth strategy that outmaneuvers uncertainty which all
clients are confronted with, including specific brand messaging approaches and
brand positioning for recovery in different phases in a digitized consumer
republic.”

Through this framework, MullenLowe Lintas Group aims to provide a strategic

reference for brands in a dynamic business environment. The ‘Restart and
Restrat’ framework is available for not just its clients, but anyone in the
marketing community to navigate through these rough times.