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Lowe Lintas wins creative mandate for Kerala milk major MILMA

BPN, formerly known as Lintas Media Group, appointed media partner on the account

BestMediaInfo Bureau | Mumbai | November 15, 2013

Kerala Co-operative Milk Marketing Federation, MILMA, has appointed Lowe Lintas as their strategic and brand communication agency. BPN (formerly known as Lintas Media Group) has been awarded the media duties. The business will be managed out of the Kochi offices of Lowe Lintas & Partners. The announcement marks the completion of a four-month multi-agency selection process involving some of the major agencies. The account is pegged at approximately Rs 10 crore, making it among the top advertising businesses in the region.

KG Satheesh, Senior Manager, Marketing & HR, MIILMA, said, “The task that we set for the agencies was reimagining brand MILMA. The strong strategic rigour Lowe demonstrated in their vision for Milma was impressive. Their creative package was endearing and striking. These reasons, along with their track record of doing great communication consistently for other leading brands, gave us the confidence to go with Lowe Lintas.”

For over 30 years MILMA has played an important role in making every Malayali’s life healthy and wholesome. This has resulted in unprecedented growth for the brand. This growth has been achieved through the federation’s absolute transparency coupled with the sincerity and the hard work of lakhs of farmers, employees of milk co-operative societies and milk distribution agents. For millions of customers, all this has translated into trust that reaches their doorstep in the form of milk and milk products.

Lowe Lintas has tapped into the story of how MILMA has contributed to Kerala’s growth. The brand campaign hit the market on November 1, the date that marks the birth anniversary of the state of Kerala.

MILMA further strengthened the position of the Kochi office of Lowe Lintas that also handles brands such as VKC, Blossom and Coir Board.

GV Krishnan, Executive Director, Lowe Lintas (Southern Region), said, “By far, MILMA is the brand with the largest reach in Kerala. Integral to Kerala, it touches the lives of probably every Malayali, almost every other day, contributing to their growth and well-being. With this campaign, we wanted to bring alive the quiet yet significant role MILMA has played in everyone’s lives, thus building emotional connect. It gives Lowe Lintas great pride to be entrusted with this responsibility.”

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