Cargill Foods India has assigned its creative mandate to Lowe Lintas following a multi-agency pitch. The agency's Delhi office will handle the account.
Neelima Burra, chief marketing officer, Cargill Foods India, said, “Edible oil is a highly fragmented and regionalised market. Cargill India follows multi brand approach and micro-marketing strategy to win in market place. Looking at the business dynamics, in the last two years we have rejigged our portfolio and brand positioning. We thank our earlier agencies Leo Burnett and FCB Ulka, who helped us to re-position and re-launch our brands. I really appreciate their efforts in helping us evolve our campaigns and make them noticeable. We are extremely choosy of our approach to businesses & marketing. While our products and brands are doing well in top league, we believe customised campaign approach is pivotal for success in edible oil market. The brief we shared and the ideas proposed by Lowe Lintas were in complete sync with the ethos of the brands which were pitched for. We are excited on this association to lead all our brands to a leadership position in consumer’s hearts and minds“.
Naveen Gaur, president, Lowe Lintas, Delhi, said, “We are truly excited about our partnership with Cargill. At Lowe, we have a tradition of building brands which not only enjoy mass support but also become a part of everyday conversation. And that’s exactly been the crux of our conversations with Cargill. Looking forward to create some great pieces of work!”
The mandate includes its oil brands Leonardo, Gemini, NatureFresh, Sweekar, Rath and Sunflower Vanaspati along with NatureFresh Chakki Atta.