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Lowe stands best in HLL Brand Communication Awards

28-April-2004
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Lowe stands best in HLL Brand Communication Awards

As is known Hindustan Lever organises Brand Communication Awards every year. This year’s HLL Brand Communication Awards saw 23 entries, which were judged by an external jury who rated all the entries. Out of these, four were short listed for presentation to the marketing groups and HLL’s advertising agencies – and all the four entries happened to be from Lowe — these included Fair & Lovely, Wheel Active, Kissan Tomato Ketchup and Pepsodent.

Of the four, two that won gold and silver respectively are Fair & Lovely and Wheel Active. Reflecting on the reasons that led to Lowe winning awards for these two brands Arun Adhikari, MD, Home and Personal Care Division, HLL, states, "We have shared a strong partnership with Lowe on strategic and creative fronts and this has resulted in Lowe consistently creating campaigns that contribute to our brand’s growth." He further stated, "Fair & Lovely sales have doubled in three years and Wheel Active has grown faster than the detergent market."

Pranesh Misra, President and COO, Lowe India, is excited at winning Brand Communications Awards for two years in a row. "Winning the Brand Communication Awards for two consecutive years is an achievement that our team at Lowe is really proud of," states an elated Misra.

As is known, Lowe does not participate in any of the creative awards since last few years. States Misra, "Although Balki and I have consciously decided to stay away from creative awards, we have entered and consistently won at the Effies and HLL Communication Awards, which measure advertising effectiveness in a holistic manner.”

As per Lowe sources, most of the HLL brands handled by Lowe have met or exceeded the growth targets set. Pepsodent has been on a growth path since the launch of its famous ‘Dishoom Dishoom’ campaign. The recent Surf Excel price-drop ads and the Liril Orange launch advertising, as the say, have already struck a chord with consumers.

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