Idea Cellular and Lowe Lintas have mutually agreed to end their client-agency relationship.
The details of the transition are being worked out between the two.
Sashi Shankar, CMO, Idea Cellular said, “Lowe Lintas has played a big role in making brand Idea a household name. They’ve been with us right through the journey and created some iconic messages over the years. The evolving dynamics of telecom has made it necessary for us to think afresh. I am sure Lowe Lintas will continue to thrive as one of India’s top agencies, and we wish them every success in the future.”
Lowe Lintas has been involved with the brand since its infancy -- right since the branding of the Idea Cellular identity, including the name and the logo. The brand Idea was born in 2002.
A statement from Lowe Lintas said that memorable campaigns created year-after- year is believed to have played a disproportionate role in making the brand a Rs 36 billion business with a user base of nearly 200 million customers. These campaigns have also consistently won effectiveness awards nationally, regionally and globally.
Raj Gupta, CEO, Lowe Lintas said, “To part ways with a brand one has nurtured since its birth
is never easy. But we are convinced that this is the right decision, at the right time, for both Idea
and us. We will follow their successes as keenly as we’ve contributed to them thus far. Brands
are created to out-last their creators and we sincerely wish Idea Cellular a future that’s brighter
than their glorious past.”