Lowe Kolkata has been assigned the creative and media duties for the promotion of Indian jute following a multi-agency pitch. The advertising campaign will be under the aegis of Jute Manufacturers Development Council (JMDC) and National Council for Jute Diversification (NCJD).
Atri Bhattacharya, Secretary, JMDC, and Executive Director, NCJD, said, “We wanted to have a cohesive promotion campaign for Indian jute, and Lowe has been chosen after a competitive quality cum cost bid.”
D K Guha, Vice-President, Lowe, Kolkata, said, “The mandate is to change the perceptions of jute, projecting it as a viable material for diverse applications and to promote Indian jute in domestic as well as international markets.”
It is learnt that after evaluating the bids and presentations by several agencies, two agencies were shortlisted – Lowe, Kolkata, and BEI Confluence.