Suzlon Group has chosen Lowe Lintas as creative partner for their upcoming brand campaign in India following a multi-agency pitch that saw the participation of O&M, Dentsu, Grey and Lowe Lintas, among others. While officials at Suzlon refused to divulge details on the account size, industry sources have pegged the business in the region of Rs 50-60 crore over two years. Prior to this, Grey had been handling the creative mandate. The company’s digital mandate rests with Dentsu Digital and Webchutney.
Talking about Suzlon’s brand positioning, Dharini Mishra, Global Head of Brand for the group, said, “Our brand premise has been to power the world with clean renewable energy for a greener tomorrow. We have never directly pitched Suzlon or our products through our brand communications. Instead, our endeavour has been to promote the cause of renewable energy and wind within it. Today, with the crisis of global warming and climate change, the survival of human life on this planet is under threat and the threat is closer home than we think, as recent global events have proved. We at Suzlon aim to leverage our brand to bring about a revolution of economic, ecological and social sustainable development.”
On winning the account, Anaheeta Goenka, Executive Director, Lowe Lintas, said, “We at Lowe are really excited about partnering Suzlon. It’s an extremely challenging opportunity to get the masses to even think about renewable energy. So, while we build brand Suzlon, we will also be building a greener tomorrow for India – and that’s a great feeling.”
Emphasising on Suzlon’s India connect, Mishra said, “India is very integral and critical to Suzlon. It is not just our home market, but also a highly dynamic renewable energy market with great potential. We are listed here, have our largest employee base in India, and our global headquarters is at Pune. Our connect with the larger audiences in India go way beyond business and will always be special to us.”