The account will be handled from the agency’s Delhi office. 11 agencies participated in the multi-agency pitch
BestMediaInfo Bureau | Mumbai | January 11, 2017
Lowe Lintas Delhi has won the creative mandate for all consumer brands under Cargill Foods India following a multi-agency pitch. The earlier agencies that worked on the brand are Leo Burnett and FCB Ulka.
The pitch was announced for Cargill Foods India’s brands such as Leonardo range of olive oils, Nature Fresh range of edible oils, Nature Fresh Sampoorna Chakki Atta, Sweekar Refined Sunflower Oil, Gemini Refined Cooking Oil, Sunflower Vanaspati and Rath Vanaspati. Out of the 11 agencies, Lowe Lintas managed to bag the account.
Thanking their previous agencies and on handing the mandate over to Lowe Lintas, Neelima Burra, Chief Marketing Officer, Cargill Foods India, said, “Edible Oil is a highly fragmented and regionalised market. Cargill India follows multi brand approach and micro-marketing strategy to win in market place. Looking at the business dynamics, in last two years we have rejigged our portfolio and brand positioning. We thank our earlier agencies Leo Burnett and FCB Ulka, who helped us to re-position and re-launch our brands. I really appreciate their efforts in helping us evolve our campaigns and make them noticeable.”
“We are extremely choosy of our approach to businesses and marketing. While our products and brands are doing well in top league, we believe customised campaign approach is pivotal for success in edible oil market. 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 on this association to lead all our brands to a leadership position in consumer’s hearts and minds,” she added.
On winning the account, 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!”