HomeShop18, the retail channel from the Network18 Group, has appointed Lowe Lintas as its official advertising partner. The agency will now handle the creative duties of the consumer channel.
The win comes in the wake of a multi-agency pitch. Agencies like McCann, Saints and Warriors, Percept and Contract were contending for the elite account, which was put on a pitch nearly a month back.
Speaking exclusively to exchange4media, Sandeep Malhotra, CEO, HomeShop18, said, “We are now looking to invest in the brand and consumer experience and we needed an agency that was strong in experience and brand building. Lowe is a great agency and is fit for the kind of strategy and planning we are looking at.”
On what tipped the balance on the agency’s favour, Naveen Gaur, Executive Director, Lowe Lintas, said, “HomeSHop18 was very impressed with Lowe’s creative strategy and brand-building ability across segments and brands.”
Launched in April 2008, HomeShop18 is Network18 Group’s online and on-air retail marketing and distribution venture, which launched India’s first 24-hour home shopping TV channel.
Lowe Lintas Delhi has seen quite a number of account wins that include Nirula’s, BPTP, ONGC, Somani Tiles, and Expedia, among others, in the last six months.