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MullenLowe Lintas Group aces at the 4A's Jay Chiat Awards 2021 for strategic excellence

Lifebuoy's 'H is for Handwashing' wins 2 Gold; Active Wheel's 'Ghar Se Career' gets an honourable mention

MullenLowe Lintas Group picked up two Golds and an honourable mention for its work on Lifebuoy and Wheel, respectively, at 4A's Jay Chiat Awards. It is the only agency from India to win at 4A's Jay Chiat Awards this year.

4A’s Jay Chiat Awards recognizes 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.

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Virat Tandon

Delighted with the Group’s performance, Virat Tandon, Group CEO, MullenLowe Lintas Group, said, “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. 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.”

Out of the 5 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. Recognition of both these campaigns at global forums such as this further validates the success of the group’s Brands to Stands philosophy of purpose-led brand-building.

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Sharing the success, Sagar Kapoor and Prateek Bhardwaj, CCOs, Lowe Lintas, said, “As 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. 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.

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