Lowe Lintas is one of India's largest advertising agencies, founded in 1939 as part of Hindustan Unilever. It is now a wholly owned subsidiary of Interpublic Group and led by Chairman Balki and CEO Joseph George. Headquartered in London, Lowe Worldwide has over 80 offices globally serving clients like Unilever, Johnson & Johnson, and Nestle. Lowe Lintas is known for developing high-value ideas that transform brands through iconic campaigns for Tata Tea, Bajaj Auto, Idea, and others. It employs over 650 people across eight divisions to provide integrated communication services.

1. Symbiosis Institute of Media and Communication, Pune
Business Fundamentals
-Prof. Chandan Chatterjee
[LOWE LINTAS]
Company Analysis
Submitted By:
Student Name: Prachi Kedia
Roll no : 58
Specialization and Section : MBA (B)
Batch : 2011-13

3.  Indian advertising industry today is estimated to be worth more than 200-
crore rupees. The advertising agencies have come up with some mind
boggling concepts which are termed as masterpieces. Advertising agencies
have expanded themselves from being small and medium sized industries
to becoming well known brands. Businesses are looking up to advertising as
a tool to cash in on lucrative business opportunities. Growth in business has
lead to a consecutive boom in the advertising industry as well. Today
Indian advertising industry caters to both national and international
customers. The industry offers a host of functions to its clients that include
everything from start to finish that include client servicing, media
planning, media buying, creative conceptualization, pre and post campaign
analysis, market research, marketing, branding, and public relation
services. Keeping in mind the current pace at which the Indian advertising
industry is moving the industry is expected to witness a major boom in the
times ahead. If the experts are to be believed then the industry in the
coming times will form a major contribution to the GDP.
 “And in my opinion, entertainment in its broadest sense has become a
necessity rather than a luxury in the life ...” Walt Disney

4.  Role :
To ensure that more people spend more time with our clients' brands.
 Purpose :
To create ideas that people want to spend some more time with. We work to
deliver Populist Creativity through the laser like analysis of the core problem and brilliant insight into
contemporary culture. Our work changes behaviour online and off, inspiring people to act.
 Belief :
High Value Ideas : In a world where consumers are bombarded by messages from brands
(be they conversations or advertising, at the point of sale or in the repurchase cycle) Lowe believes that the
greatest service is the provision of a High Value Idea. It’s both glue and context – amplifying and making sense
of the messages to people. High Value Ideas are enduring, persuasive, creatively fertile - and are profound enough
to work across all media channels and around the world
Idea Communities Lowe thinks that in the world of modern communications it’s
important to draw upon a wide range of talent, but it’s cumbersome, expensive and undesirable to duplicate and
support hundreds of offices. Idea Communities is the process by which talent from all marketing disciplines, and
across all major markets can be brought together easily and freely to produce cross channel work that can span
the world. The notion of idea communities has been recently bolstered by investments in new fields, in particular
Huge Inc ( A global digital brand building business ) and Open ( a Global retail activation network)

5. WHO WHAT WHEN WHERE WHICH
Chairman and Founded as a In 1939. LONDON
Advertising
Chief Creative part (Headquarters
Agency in
Officer R. of Hindustan )
London
Balakrishnan Unilever, Lowe
(Balki) and Lintas is one
CEO Joseph of India's
George. largest and
most storied
communicatio
n groups.

6.  Founded in 1939 as a part of Hindustan Unilever, Lowe Lintas is one of
India's largest and most storied communication groups. Headed by
Chairman and Chief Creative Officer R. Balakrishnan (Balki) and CEO
Joseph George, Lowe Lintas employs over 650 people across eight
divisions and nine cities all over India.
Today, Lowe Lintas India is a wholly owned subsidiary of the
Interpublic Group, and one of the star offices in the Lowe Worldwide
network.
 Headquartered out of London, Lowe Worldwide has over 80 offices in
73 countries and a client roster that includes Unilever, Johnson &
Johnson, Nestle, Ericsson, Sharp, Saab and many more.
Lowe Lintas India leads global and regional communication for several
Unilever and Johnson's Baby brands. We are a guiding light for Lowe
offices in South Asia.

7. Lowe Lintas India is known as the communications group that has turned many small brands into
market leaders. Our strength lies in our ability to develop what we call the high-value idea – an idea
that transforms a marketing proposition into an enduring brand asset.
The high-value idea evolves from our unique ‘problem-biased thinking’ approach. Here, we burrow
deep into the client’s marketing challenge, immerse ourselves in it, understand it inside-out…and then
develop communication solutions for it.
In our early days, the high-value idea was epitomised by iconic characters such as Lalitaji, the Liril
Girl, the MRF Man and Cherry Charlie; today, it is seen in high-voltage campaigns like Tata Tea’s
‘Jaago Re’, Lifebuoy’s ‘Koi Darr Nahin’, Idea Cellular’s ‘What An Idea’, Bajaj’s ‘Hamaara Bajaj’,
Surf Excel’s ‘Daag Acchhe Hain’ and many more.
Throughout our history we have been a company of firsts, leading many developments within the
advertising industry. Most recently, we augmented our Strategic Planning division with the discipline
of Channel Planning. Channel Planning allows for the strategic and efficient selection of the relevant
media channels for any given task within the context of the brand idea. This helps us deliver the high-
value idea seamlessly across all relevant touch-points within the Lintas group in a cost-efficient
manner.

8. STAKEHOLDERS REQUIREMENTS
Clients/ Customers Promotion & Sale of Product
Employees Providing services
Public Demand of product
Government Overall law and order

9.  Unilever
 General Motors
 Electrolux
 Nestle
 Microsoft
 China Mobile

10. Who do we What do we How do we How do we How do we
Serve? Provide? provide it? make money? differentiate
and sustain
an
advantage?
Customers : •Creative •Design •Revenues •Creating
Unilever •Digital •Campaigns from services great ideas
General •Global •Brand provided such •The ideas buy
Motors Interactive advertising as branding more of
Electrolux Market strategies •Create recall people's time
Nestle Research •Facilitating value •Total
Microsoft •Market media •Sale of Communicatio
China Mobile Planning trackings services n
•Research •Invent Copy •Creative and Planning –
Lowe and Specialized- and Layouts Copywriting Process:
Partners is a Communicatio •Develop 1) Business
network with ns Account Analysis
over 101 •Strategic- Planning 2) Brand
Global offices Communicatio Media-neutral Positioning
in 82 markets ns marketing Developme
around the •Trend ideas nt

11.  Tata Tea - Jaago Re
 Idea - What an Idea!
 Bajaj Auto - Hamaara Bajaj
 Surf Excel - Daag Achhe Hain
 ICICI Prudential - Jeetey Raho
 Lifebuoy - Koi Darr Nahin

13.  LOWE LINTAS
 LINTERACTIVE
 DCELL
 LINOPINION
 LINHEALTH
 LINTERLAND
 LINTAS PRODUCTIONS
 LINPERSONAL