Lowe Lintas created a new ad campaign titled "Soch Badlo" for Tata Tea's 25th anniversary that continues their message against corruption while also strengthening their connection with women customers. The ad uses the metaphor of making tea with turmoil in the vessel to represent how turmoil in the nation can make people notice issues they otherwise wouldn't. It focuses on positively reframing challenges in India.

1. ADVERTISEMENT
OF
TATA TEA
“SOCH BADLO”

2. REVIEW OF Ad.
Ad. EXPLAINTION:
Lowe Lintas has created a new film on the 25th anniversary of Tata Tea, which continues the
‘Jaago Re’ proposition. The campaign titled ‘Soch Badlo’ continues its battle against
corruption, and is also now focused on strengthening the brand’s connection with the women
who buys into their brand.
The film begins with a man, who had just read the daily newspaper, talking in a frustrated tone
about the daily dosage of news reports about scams. As he asks his wife for a cup of tea, she
asks him to take a look at the boiling water and talks about the need to look at the turmoil in
the actual vessel in which the tea is prepared do we get an enjoyable cup of tea. She uses this as
a metaphor to explain that turmoil is good. She adds that just like turmoil in a vessel ensures
and guarantees a wonderful cup of tea, so does turmoil in our nation makes us notice what we
would not have otherwise.

3. POSITIVE AND NEGATIVE POINTS OF THE AD.
1. As we all know that the ads of Tata Tea is based on the awareness and their punch line
is “JAAGO RE” , this new one is also following the same path. The campaign titled
‘Soch Badlo’ continues its battle against corruption.
2. This ad focuses on the women who deals in their brand and is shown that the women
are smart enough to see the better half of the issues which are happening around in
India. This gives a sense of belongingness to the women and indirectly the sales will be
increased.
3. The idea, the creativity is amazing as the process of making the tea is linked with the
affairs of India.
4. The dialogues used are effective enough to explain the process of changing the nation
and making it better and also develop a hope for the same among the people.
5. The family shown is educated. If a poor family which is not educated and is suffering at
a higher level than that of normal ones would have been shown than the advertisement
would have been much effective.

4. Ad AGENCY
“LOWE LINTAS”
Lowe Lintas is one of India's largest and most storied communication groups. Having started
operations in India way back in 1939, Lowe Lintas India is today, a star office of the Lowe
Worldwide network headquartered in London and a wholly owned company of the Interpublic
Group headquartered out of New York.
Lowe Lintas India, headquartered in Mumbai is headed by Chairman and Chief Creative
Officer, R. Balakrishnan (Balki); and Chief Executive Officer, Joseph George (Joe). The
agency has a brilliant talent pool of over 650 people across seven divisions and nine cities all
over India to manage its 250+ clients.
Over the years, Lowe Lintas through its offerings in Advertising, Rural communications,
Design, PR, Healthcare, Film Production and Digital has helped build some of Indiaís largest
and most successful brands. Most of whom, who have been with the agency since their launch.

5. KEY PEOPLE
1. R. Balakrishnan (Balki):- Chairman & Chief Creative Officer
2. Joseph George:- Chief Executive Officer
3. Fali Vakeel:- Chief Operating Officer
4. Shahrook Munsiff:- Finance Director
5. Amer Jaleel:- National Creative Director
6. Arun Iyer:- National Creative Director
7. Madhu Noorani:- Chief Creative Planner
8. Sabyasachi Mishra:- Chief Growth Officer
9. Pravin Savant:- Chief Technology Officer

6. HISTORY
Lowe Lintas began in 1939 as Lintas, India, the Indian division of Lintas (acronym for Lever
International Advertising), which itself was established in 1899, later a part of Unilever. In
2000, the company changed its name to Lowe Lintas following the global merger of the IPG
networks, Ammirati Puris Lintas and the Lowe Group in November 1999. Lowe Lintas India
was then helmed by Prem Mehta, with Executive Creative Directors R. Balakrishnan (Balki)
and K. m. Sridhar leading the creative function. At the time, with billings of over $12 billion,
Lowe Lintas was ranked as the fourth-largest global agency group worldwide, with offices in
80 countries, while Lowe Lintas & Partners was the second-largest advertising agency in
India,[1][2], with a turnover of Rs. 750 crores.[3] In 2007, Lintas India sold the 51% stake it
owned in Lowe Lintas to its international partner, the Interpublic Group (IPG). Since then, the
agency has been a part of the Lowe Worldwide network, which in turn is held by the
Interpublic Group.[4]
Lowe Lintas has produced India's first television commercial, and also introduced the
discipline of Channel Planning to India. It has given India some of its most famous advertising
talent, including Shyam Benegal, Gerson da Cunha, Rama Bijapurkar, Gautam Rajadhyaksha,
Alyque Padamsee and Sumantra Ghoshal.

7. CLIENT LIST
The Lowe Lintas group services a wide variety of clients across various categories. Some of
these clients include:
1. Hindustan Unilever - Surf Excel, Wheel, Fair & Lovely, Pureit, Axe, Lifebuoy,
CloseUp, Pepsodent, Vim, Clear, Hamam, Breeze, Sure, Cif and Kwality Walls
2. Idea
3. Tata Tea
4. McDonalds
5. Croma
6. ICICI Prudential
7. Maruti Suzuki
8. Bajaj Auto
9. Titan Industries - Tanishq, Fastrack
10. Axis Bank

8. OTHER ADS
1. Ad. Of Dabur:-
The ad is for the publicity of hajmola tablets. People love to see the ads which are linked to
them in a way and this ad has shown all the food stuffs, of all religions, and also the people of
all ages, going to office or teenagers sitting in a canteen. So people will feel connected to the
actors and will do the same i.e. will have hajmola after eating food.
2. Ad. Of Tanishq:-
The new ad of Tanishq Mia has a good concept. The confusion of girls shown in the ad about
the clothes and accessories is very true and the new product Tanishq Mia is the solution as this
will go with all clothing styles. Girls will thus be attracted to buy the product.
3. Ad. Of Parker Pen:-
The Parker pen’s new ad which is making Amitab Bacchan use the product on screen tends
people to purchase it and the way in which Mr. Bacchan is telling the qualities of the pen is
unique.
4. Ad. Of Bajaj Auto:-
The new ad of Bajaj Auto is based on discovering India by just using 1 liter Petrol. This tells
that the bike utilizes less petrol compared to other ones. As the rates of petrol are touching sky
people will feel it beneficial to buy this one.
Other Advertisements of Lowe Lintas are also having a great concept and are successful in
their purpose of making more the sales. The ads are attractive enough to tent the people for
buying the product.

9. COMPETITORS
1) Dentsu
2) Y&R Brands
3) McCann Worldgroup
4) DDB Worldwide
5) Ogilvy & Mather
6) BBDO Worldwide
7) TBWA Worldwide
8) DraftFCB
9) Publicis Worldwide
10) Leo Burnett
11) Euro RSCG
12) JWT
13) Hakuhodo
14) Grey Group
15) Saatchi & Saatchi
16) Wieden & Kennedy
17) M&C Saatchi
The above listed names are the world's top advertising agency networks by estimated revenues,
not just from advertising but also other marketing services. Each of these agencies has a
presence in multiple international markets.