Lowe Lintas + Partners Wins Agency of the Year at Tambuli awards
The 9th edition of Asia-Pacific Tambuli Awards, hosted in Manila (The Philippines) was dominated by Lowe Lintas + Partners, India that won ‘Agency of the Year’ for the second year running. The agency picked up a haul of 21 awards including the special Carmencita Esteban Platinum Award, 2 Grand Prix, 14 Golds, 3 Silvers, and 1 Bronze.
With this feat, Lowe Lintas + Partners put up an unprecedented performance for any agency at the Asia-Pacific Tambuli Awards, and tripled their own tally vs. last year.
Driven by the agency’s performance, Lowe Lintas + Partners’ holding company, IPG was named Network of the Year while Hindustan Unilever Ltd. was declared the Advertiser of the Year. In all, Mullen Lowe Group bagged a rich haul of 33 metals in the final tally.
The only regional award of its kind, the Asia-Pacific Tambuli Awards honors brands that deliver business results while promoting a positive societal value— brands from around Asia that celebrate human truths, inspire purpose, and effect real change.
Commenting on the achievement, Vikas Mehta, CMO, Lowe Lintas + Partners said, “Given our focus on effectiveness and brand building philosophy of doing-well-by-doing-good, Tambuli remains a special award for us. Agency of the Year, two years in a row is humbling. We have our clients and the Tambuli jury to thank. I'd like to congratulate the University of Asia & Pacific for another successful edition of the Tambuli Awards.”
Lowe Lintas + Partners picked up these awards for their work across a large spectrum of brands including Havells, Tata Tea, Kissan, Lifebuoy, Clinic Plus and Kan Khajura Tesan.
Sharing his excitement on the rich haul, S Subramanyeswar, National Planning Director, Lowe Lintas + Partners said, “What we have achieved this year is truly special, and we have the jury to thank for acknowledging our work. We have been perfecting our performance across effectiveness awards consistently and our achievement at Tambuli is testimony of the unmatched competence that we had been dreaming of for some time.”
CAMPAIGN Clinic Plus - One More Year
AGENCY Lowe Lintas + Partners, India
CLIENT Hindustan Unilever Limited |
Clinic Plus's brand communication has for years revolved around the theme of mother-daughter bonding, with its 'Mazboot Bal Mazboot Rishtey' tagline. The brand took the campaign to the next level by touching upon the importance of getting the girl child educated. In the campaign, a mother is seen requesting her family for granting one more year to educate her child. The brand has dwelt upon the issue of high school drop-out rates among girls and the attitude of some Indian parents who believe that getting the girl child educated is not important. |
(Watch the work here: https://youtu.be/f4Gh694sQWQ) |
CAMPAIGN Havells - Respect Women
AGENCY Lowe Lintas + Partners, India
CLIENT Havells India Ltd
|
When Havells, primarily a wires and switchgear company, diversified into home appliances it had to engage an audience that it had never spoken to before: The Indian homemakers. The brand found its distinctiveness and edge in its ideology. While age-old Indian social norms strongly suggested that a woman’s prime responsibility was to ‘take care’ of her family’s needs, through its campaign, Havells unequivocally said “Respect woman, she is not an appliance.” |
(Watch the work here: (https://www.youtube.com/ |
CAMPAIGN Tata Tea - Power of 49
AGENCY Lowe Lintas + Partners, India
CLIENT Tata Global Beverages Ltd.
|
As the nation was getting ready to face the general election 2014, Tata Tea took the onus of awakening the nation to another important issue that confronts almost half the population - women’s empowerment. Since representation involves politicians and electoral politics, the challenge was to ensure that politicians support the cause of women’s empowerment and to encourage women to fully participate in the 2014 elections. |
(Watch the work here:https://www.youtube.com/watch?
|
CAMPAIGN Kissan - Little Farmers of Kissanpur
AGENCY Lowe Lintas + Partners, India
CLIENT Hindustan Unilever Limited |
The Ketchup market is an uninvolved category with slow growth, low differentiation, unchanging penetration and threat from discounted and private labels. The challenge was how Kissan can brand its tomatoes differently and create emotional relevance for ‘100% real tomatoes’ amongst consumers who believed their ketchup was just as good. |
(Watch the work here:https://www.youtube.com/watch? |
CAMPAIGN Lifebuoy - Help A Child Reach 5
AGENCY Lowe Lintas + Partners, India
CLIENT Hindustan Unilever Limited |
Lifebuoy created ‘Help A Child Reach 5’, a social movement, to save children's lives by building awareness and changing handwashing habits. After tasting success in Thesgora, a village in India, it took its life-saving mission to Bitobe, Indonesia in 2014. Over 2 years, the unifying idea of the emotional power of a child not living to the age of 5 was built and communicated, and its impact magnified through the recruitment of external partners. |
(Watch the work here:
https://www.youtube.com/watch?
|
CAMPAIGN From Dark to Connectivity to Joy
AGENCY Lowe Lintas + Partners, India
CLIENT Hindustan Unilever Limited |
The overall objective for Unilever, was to educate consumers who lived in media dark geographies about their brands. With no electricity for 8-10 hours every day, this couldn’t be done using traditional media like TV and Radio. Kan Khajura Station was an answer to address this problem. By transforming their rudimentary mobile phones, we were able to give them something they didn’t have- THE KAN KHAJURA STATION- A 15 minute free, on-demand, entertainment channel that worked with just a missed call. |
(Watch the work here:https://www.youtube.com/watch?
|
Final Awards Tally:
Carmencita Esteban Platinum Award
Category: Family-Oriented Brand Entry: One More Year Client: Hindustan Unilever Limited Agency: Lowe Lintas + Partners India |
Network of the Year - IPG/Interpublic Group |
Agency of the Year - Lowe Lintas + Partners |
Advertiser of the Year - Hindustan Unilever Limited |
Category |
Entry |
Agency |
Client |
Award |
INSIGHTS AND STRATEGIC THINKING |
PO49! (Power of 49%) |
Lowe Lintas + Partners India |
Tata Global Beverage Ltd. |
Grand Prix |
REGIONAL BRAND DEVELOPMENT |
Help A Child Reach 5 (#HACR5) |
Lowe Lintas + Partners India |
Unilever |
Grand Prix |
ADVOCACY |
#RespectForWomen |
Lowe Lintas + Partners India |
Havells |
Gold |
ADVOCACY |
Help A Child Reach 5 (#HACR5) |
Lowe Lintas + Partners India |
Unilever |
Gold |
ADVOCACY |
One more year |
Lowe Lintas + Partners India |
Hindustan Unilever Limited |
Gold |
BRANDED CONTENT & ENTERTAINMENT |
From Dark to Connectivity to Joy |
Lowe Lintas + Partners India |
Hindustan Unilever Limited |
Gold |
BRANDED CONTENT & ENTERTAINMENT |
Help A Child Reach 5 (#HACR5) |
Lowe Lintas + Partners India |
Unilever |
Gold |
BRANDED CONTENT & ENTERTAINMENT |
Little Farmers of Kissanpur |
Lowe Lintas + Partners India |
Hindustan Unilever Ltd. |
Gold |
Creative Effectiveness |
From Dark to Connectivity to Joy |
Lowe Lintas + Partners India |
Hindustan Unilever Limited |
Gold |
FAMILY-ORIENTED BRAND |
Help A Child Reach 5 (#HACR5) |
Lowe Lintas + Partners India |
Unilever |
Gold |
FAMILY-ORIENTED BRAND |
One more year |
Lowe Lintas + Partners India |
Hindustan Unilever Limited |
Gold |
INSIGHTS AND STRATEGIC THINKING |
#RespectForWomen |
Lowe Lintas + Partners India |
Havells |
Gold |
INSIGHTS AND STRATEGIC THINKING |
Little Farmers of Kissanpur |
Lowe Lintas + Partners India |
Hindustan Unilever Ltd. |
Gold |
PROMOS & ACTIVATION |
One more year |
Lowe Lintas + Partners India |
Hindustan Unilever Limited |
Gold |
BRANDED CONTENT & ENTERTAINMENT |
PO49! (Power of 49%) |
Lowe Lintas + Partners India |
Tata Global Beverage Ltd. |
Silver |
Creative Effectiveness |
Help A Child Reach 5 (#HACR5) |
Lowe Lintas + Partners India |
Hindustan Unilever Limited |
Silver |
TV |
#RespectForWomen |
Lowe Lintas + Partners India |
Havells |
Silver |
ADVOCACY |
PO49! (Power of 49%) |
Lowe Lintas + Partners India |
Tata Global Beverage Ltd. |
Bronze |
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