Kalaiyar Koil Milk Processing, the dairy business venture of Quality Inn Hotels, has appointed Lowe Lintas as its advertising partner following a multi-agency pitch. The agency has been assigned both media and creative duties. The company has set aside a marketing budget of Rs 1 crore for the first year.
Confirming the news to exchange4media, Kartick P Sivaram, Executive Director, Kalaiyar Koil Milk Processing, said, “We met five agencies. Out of the five, we invited four for presentation, and finally zeroed in on Lowe Lintas.”
On choosing Lowe Lintas, he said that they had a track record of being a very good agency for FMCG products category. “From the credentials point of view, they are also very strong in FMCGs and we are also getting into milk and milk-based products, which are similar to FMCG,” Sivaram added.
That apart, he said, the strategy they had suggested for marketing and branding was the best. The names that they came up with for various products were better than what others had suggested. Lowe Lintas also had a more holistic approach towards the brand, he added.
Sivaram also lauded the involvement of the senior level people from Lowe Lintas – from both Chennai and Bangalore offices – who were actively involved in the process from the beginning.
The company will be launching its dairy products in specific markets in Tamil Nadu around March 2010. “It will initially be a regional launch. The exact launch schedule has not been finalised yet. All that will be done in due course,” Sivaram further said.
Commenting on the win, GV Vijay Kumar, Associate Vice-President, Lintas Media Group, said, “We had pitched for dairy products earlier, which came in handy during this presentation. The client also found our presentation far better than other agencies’ presentations.”