Kerala Co-operative Milk Marketing Federation, popularly called MILMA, has appointed Lowe Lintas as its strategic and brand communication agency. BPN (formerly known as Lintas Media Group) has been awarded the media duties. The business will be managed out of the Kochi offices of Lowe Lintas & Partners. This announcement marks the completion of a four-month long multi-agency selection process that included some of the major agencies of the country. The account is pegged at approximately Rs 10 crore.
On selecting Lowe Lintas, KG Satheesh, Senior Manager, Marketing & HR, MILMA explained, “The task that we set for the agencies was of re-imagining brand MILMA. The strong strategic rigor Lowe demonstrated in their vision for MILMA was impressive. Their creative package was endearing and striking. These reasons, along with their track record of doing great communication consistently for other leading brands in the country, gave us the confidence to go with Lowe Lintas.”
Commenting on the win, GV Krishnan, Executive Director, Lowe Lintas (Southern Region) said, “By far, MILMA is the brand with the largest reach in Kerala. Integral to Kerala, it touches the lives of probably every Malayali, almost every other day, contributing to their growth and well-being. With this campaign, we wanted to bring alive the quiet-yet-significant role MILMA has played in everyone’s lives, thus building emotional connect. It gives Lowe Lintas great pride to be entrusted with this responsibility.”
The MILMA win further strengthens the position of the Kochi office of Lowe Lintas, which also handles brands such as VKC, Blossom and Coir Board.
Kerala Co-operative Milk Marketing Federation was set up in April 1980 with its head office at Thiruvananthapuram for the successful implementation of the ‘Operation Flood’ programme in Kerala. Lowe Lintas’ campaign taps into how MILMA has contributed to Kerala’s growth. The brand campaign hit the markets on November 1, the date that marks the birth anniversary of the state of Kerala.