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Lowe Success Story: Rs 60-cr billings in three months

21-April-2004
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Lowe Success Story: Rs 60-cr billings in three months

Billings worth Rs 60 crore have been added to Lowe’s kitty from new and existing clients, in the first quarter of this year. The new clients include BPCL Corporate, Bharat Gas, DVS Electronics, Gas Authority of India (GAIL), Dendrite Industries, Vishal Sarees and Omaxe Constructions.

The recent campaigns that have caught the fancy of consumers and the industry at large include Maruti Alto’s ‘Lets Go’ campaign which has put the brand on a growth pedestal, the Idea Cellular ‘Stay Connected’ campaign which rolled out four weeks back, two new campaigns for St Gobain clear glass and mirrors, Dabur Hajmola and Parker Pens campaigns featuring Amitabh Bachchan, Bajaj Caliber ‘Hoodibabaa’ campaign in a cartoon format and the ICICI corporate campaign revolving round the marital vow metaphor.

Pranesh Mishra, President and COO, Lowe India, states: “I think, the factor that has worked in our favour is our ability to preempt the client’s needs and to ensure the necessary returns on investment. The answer to every creative problem lies in the marketing solution that’s being applied. Our success lies in the fact that we interpret the brief perfectly, and generate tailor-made solutions befitting the client’s needs.”

Mishra adds, “We go about creating campaigns that are rooted in key consumer insights. We keep doing effective work for our clients, and this keeps us winning new business, month after month. Our biggest reward is the respect and recognition that we get from our clients for delivering campaigns that meet their marketing challenges and exploit new opportunities."

From here on, what’s next for Lowe? Mishra responds: “Well, we look to generate at least Rs 100 crore by the end of every financial year and our targets would be much the same in the next year as well. We would continue to generate work, which is comparable to the best of the best and generate genuine value for our clients.”

When asked to recount some of the recent campaigns taken on by Lowe, Mishra answered, “Some of the recent campaigns taken on by us include the VIP ‘Happy Journey’ campaign which has helped us kickstart the brand’s image, ICICI Prudential corporate campaign centered around the marital vow metaphor, Liril Orange-launch commercial which takes a fresh look at the brand language, Lifebuoy’s laughing germs campaign and the Kissan Tomato’s ‘Ketchup Dance’ commercial. We have enough reasons to be really proud of our show-reel. No other agency comes close to cracking so many campaigns, one after another, with this kind of consistency.”

How important are accolades and awards when it comes to consistent creative work?

Mishra replies: “It adds to the feel-good factor and generates a certain amount of standing in the rest of the advertising fraternity. But, from our perspective, we are more concerned about the recognition that we get from the client’s end and the kind of impact that our work, has on the sales of the brand. Which is why we are distancing ourselves temporarily from most award functions and concentrating on our everyday work, instead.”

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