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Lowe, Delhi plumps for an upward creative swing

23-March-2004
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Lowe, Delhi plumps for an upward creative swing

Anil Thakraney joined Lowe, Delhi as the Creative Head in 2003-end. It was about the time when Santosh Kumar Sood left the agency, and Mohit Beotra moved in as the Branch Head.

Since then, rumours have been floating around a number of people quitting Lowe, Delhi. What really has led to this exodus of people? Thakraney reasons, “When the leadership at a branch changes, as has been the recent case with Lowe, Delhi, a little bit of churning is bound to take place. That cannot be termed an exodus! Yes, a handful of people have left us, and they have been replaced with other brighter folks. Apart from that, it’s business as usual.”

Team development is a top priority at the moment for Thakraney. Talking about building a strong team, he states that the process is, “already underway! We mean to get the city’s best creative minds to thrive at Lowe, Delhi. A number of interesting, seriously talented guys are set to join in, so watch this space!”

Talking about the USP of the agency, and what he hopes would lure in fresh talent, he articulates, “What’s great about this agency, one of the reasons I signed up in the first place, is that it does brilliant advertising even on its core businesses, the large brands. There are no scam ads produced out here, for non-existent clients. Also, it’s very easy to do superb, award-winning ads for charity organisations and chhota-mota clients, but it’s another matter to excel on work for mega brands like Pepsodent, Britannia, VIP and Dabur. That is the true test of an agency’s creativity, and Lowe comes tops on this score.”

And how does he define good creative – the one which wins awards – or he has a different definition for it? “A clear, insightful and focussed strategy, which in turn results in some kick-arse creative work. That’s all there is to it. And, we will reach there by surrounding ourselves with super talents, and getting down to some real hard work,” he responds.

When asked what were the major accounts being handled by Lowe, Delhi, Thakraney says, “We consider all our accounts to be ‘major’… we aim to provide the bestest solutions to all. But if your question concerns sheer size, then Maruti, Dabur, ITC and Nestle would top the list, amongst others. In fact, we recently acquired the GAIL account.”

Moving to a broader area, does Thakraney see any major difference in Mumbai, the Mecca of Indian advertising and Delhi as far as creating advertising goes? “No, not at all. The clients are always the same, their expectations from their agencies are always the same, be they located in Delhi, Mumbai or Timbuktu. Which is: solid, distinctive, relevant advertising for their brands. But yes, the lady clients in Delhi tend to be prettier, of course,” responds Thakraney.

But isn’t it a fact that Delhi is not considered to be all that cool a place as far as creative advertising goes? Thakraney is not pleased, “The perception is fallacious in principle, but yes, it does exist. And we, at Lowe, are determined to change that. Delhi’s gonna rock, watch out you Bombay boys!”

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