Lowe Kolkata has recently acquired the account of Polar International. Apart from the popular range of fans, Lowe will also work on the company’s new diversification into lighting and luminaires under the Polar brandname.
Earlier, Eqqus Delhi handled Polar’s account. The shift in the agency happened after a pitch but the client spokesperson was not willing to name the other agencies, which had pitched for the account.
However, it is not yet clear as to whether this is a full service assignment or only for creatives.
Hardeep Singh, Managing Director, Polar International, said, “Our selection of the agency was guided by the fact that Lintas /Lowe had earlier successfully handled the Polar business. It also seems to meet our requirement of being an agency that will not just deliver good creative work but will provide support in the marketing as well.”
Said D K Guha, Vice-President, Lowe-Kolkata, “It is indeed a homecoming of sorts. Lintas in the mid-nineties had catapulted Polar into a major national brand in the highly competitive fan market. We are excited about working on this brand once again.”
The challenge before the new agency will be to extend the equity of Polar fans into the lighting space. Singh said, “We expect Lowe to make a single product brand into a multi-product brand, while further strengthening our core product, the fans.”