Thursday, May 24, 2018


Lowe Lintas, Delhi, adjudged winner of pitch for Cargill India brands
Thursday, 12 January, 2017, 08 : 00 AM [IST]
Our Bureau, New Delhi
Lowe Lintas, Delhi - a part of the Mullen Lowe Lintas Group - was adjudged the winner of the pitch by fast-moving consumer goods (FMCG) company Cargill Foods Indiafor its range of products.

What went in the agency’s favour was its understanding of the brands and the fact that it shared a customised approach, taking into consideration the local insights, given the range of Cargill Foods India’s portfolio and presence across markets.

The pitch was announced for the company brands, including Leonardo olive oils, Nature Fresh edible oils, Nature Fresh Sampoorna Chakki Atta, Sweekar refined sunflower oil, Gemini refined cooking oil, Sunflower vanaspati and Rath vanaspati.

Of the eleven agencies that participated, Lowe Lintas, Delhi, portrayed its experience and understanding in managing a leading regional brand and a global premium olive oil brand. The agency brought it alive in the form of creative advertising ideas and communication with a 360-degree integrated approach.

Neelima Burra, chief marketing officer, Cargill Foods India, said, “Edible oil is a highly fragmented and regionalised market. Cargill India follows a multi-brand approach and a micro-marketing strategy to win in market place.”

“Looking at the business dynamics, in the last two years we have rejigged our portfolio and brand positioning,” she added.

“We thank our earlier agencies, Leo Burnett and FCB Ulka, who helped us to reposition and relaunch our brands. I really appreciate their efforts in helping us evolve our campaigns and make them noticeable,” Burra stated.

“We are extremely choosy in our approach to businesses and marketing. While our products and brands are doing well in the top league, we believe a customised campaign approach is pivotal for success in the edible oil market,” she added.

“The brief we shared and the ideas proposed by Lowe Lintas were in complete sync with the ethos of the brands which were pitched for.We are excited about this association to lead all our brands to a leadership position in the consumers’ hearts and minds,“ Burra said.

Naveen Gaur, president, Lowe Lintas, Delhi, said, “We are truly excited about our partnership with Cargill. At Lowe, we have a tradition of building brands which not only enjoy mass support, but also become a part of everyday conversation.”

“And that’s exactly been the crux of our conversations with Cargill. Looking forward to create some great pieces of work,” he added.
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