~ The account will be managed by the agency’s Mumbai office ~
Mumbai, 22nd August 2024: Lowe Lintas, one of India’s leading brand building and advertising companies, has been awarded the creative mandate for Amaron, the flagship brand of Amara Raja Energy & Mobility Ltd (formerly known as Amara Raja Batteries Ltd), after a keenly contested multi-agency pitch.
Amaron is India’s leading manufacturer and supplier of industrial and automotive batteries, catering to various sectors, including the auto aftermarket, OEMs, industrial power backup, home energy solutions, and electric vehicles (EVs) with products such as cells, packs, and chargers. Known for its technologically advanced and reliable automotive batteries, Amaron has consistently delivered high-performance solutions across a wide range of vehicles. As the automotive industry shifts towards more sustainable and energy-efficient technologies, Amaron is a key contributor to this evolving landscape. In addition to its core battery business, Amaron has strategically diversified into lubricants, positioning itself as a leading player in the energy and mobility sector.
This partnership with Lowe Lintas is a significant milestone and promises to be a journey that will energise Amaron’s brand presence and market share.
Commenting on the partnership, Harshavardhana Gourineni, Executive Director – Automotive & Industrial of Amara Raja Group, said: “As Lowe Lintas takes the charge from our longstanding relationship with our previous agency partner, we reflect on our journey with them as they played a pivotal role in establishing and nurturing the Amaron brand over the years, and built a strong market presence in India and the globe. The decision to partner with Lowe Lintas comes as we look to the future and aim to scale new heights. We chose Lowe Lintas for their proven track record of building some of the biggest brands in the country through strategic thinking and creative effectiveness, which aligns perfectly with our vision for the next phase of Amaron’s growth in taking the brand to newer heights by building the brand which will now represent all the products the brand is diversified into. Together, we are excited to begin this new chapter and continue to lead the way in our global diversification journey.”
Lowe Lintas, a part of MullenLowe Lintas Group, has a rich legacy of not only creating impactful campaigns for some of the most celebrated brands in India but also building brands from scratch and turning them into successes. Known for its strategic thinking and creativity, the agency is well-equipped to amplify Amaron’s brand narrative and drive consumer engagement by creating deeper connections at local, ethnic, cultural, and sub-cultural levels. This inherent strength of the agency gives a strong edge to win in the marketplace.
S Subramanyeswar (Subbu), Group CEO – India & Chief Strategy Officer – APAC, MullenLowe Group, sharing his enthusiasm about the appointment: “It is a privilege to be chosen as a partner to lead Amaron’s electrifying journey as they take big strides in the automotive sector! Taking the baton from the brand’s longstanding and respected peer, it is a massive responsibility for us. I’m glad Amaron found in us the right mix of strategic, creative, and digital capabilities to accelerate the brand and the business in their ambitious next phase of growth.”
This partnership between Lowe Lintas and Amaron is poised to set new benchmarks in the advertising world, leveraging the strengths of both organizations to deliver compelling and effective communication strategies.
About Lowe Lintas
Lowe Lintas is a full-service creative agency of MullenLowe Lintas Group, equipped to deliver hyper-bundled marketing solutions across Brand Consulting, Design, Digital Marketing, Experiential Marketing, Media Planning & Buying, PR, Video Content and Voice Solutions. It has created tremendous success for some of India’s leading brands over the past seven decades. One of the largest agencies in the country, Lowe Lintas manages some of the most trusted brands in India, many of whom have grown to become category leaders. It is one of the Top 10 Creative Agencies as per Brand Equity – Agency Reckoner 2019.
Headquartered in Mumbai, Lowe Lintas has a strong presence throughout India with offices in Bengaluru, Chennai, Kolkata and New Delhi (NCR). The agency lends its branding, creative and omnichannel expertise to a host of clients in India and the Asia-Pacific including HUL (multiple brands), Axis Bank, Britannia, Google, MRF, Tanishq among others.
MullenLowe Lintas Group (India) is amongst the largest country operations of the global MullenLowe Group (IPG). MullenLowe Lintas Group has two creative agencies – Lowe Lintas and Mullen Lintas. The group manages ~300 brands across multiples categories with a talent pool of 600+ people and multiple offices across 5 cities. Ranked #1 in India | #1 in APAC | #3 in the World as per the Global Effie Effectiveness Index 2018 and No. 1 creative agency in the world in effectiveness by WARC 100 for two years in a row, the group produces ~1,000 campaigns annually. It includes some of the most effective work from India and is consistently recognized at the highest level globally.
To know more about MullenLowe Lintas Group, visit us at www.mullenlowelintas.in or follow us on Instagram, Twitter, Facebook, LinkedIn or YouTube.
About Amara Raja Energy & Mobility Limited
Amara Raja Energy & Mobility Limited (ARE&M) encompasses a diverse range of solutions and products, which includes energy storage solutions, Lithium-ion cell manufacturing, wide range of EV chargers, Li-ion battery pack assembly, automotive and industrial lubricants, and exploration of new chemistries, among others. ARE&M is also one of the largest manufacturers of energy storage products for both industrial and automotive applications in India. Amara Raja is the preferred supplier to major telecom service providers, telecom equipment manufacturers, the UPS sector (OEM & Replacement), Indian Railways, and the Power, Oil & Gas industry segments. Amara Raja’s industrial battery brands comprise of PowerStack®, AmaronVolt® and Quanta®. The company also manufactures India’s leading automotive battery brands Amaron® and Powerzone, which are distributed through a large pan-India sales & service retail network. The company supplies automotive batteries under OE relationships to Ashok Leyland, Ford India, Honda, Hyundai, Mahindra & Mahindra, Maruti Suzuki, and Tata Motors amongst others. Amara Raja’s Industrial and Automotive Batteries are exported to over 50 countries around the world.
Safe Harbor
Some of the statements in this news release that are not historical facts are forward looking statements. These forward looking statements include our financial and growth projections as well as statements concerning our plans, strategies, intentions and beliefs concerning our business and the markets in which we operate. These statements are based on information currently available to us, and we assume no obligation to update these statements as circumstances change. There are risks and uncertainties that could cause actual events to differ materially from these forward-looking statements. These risks include, but are not limited to, the level of the market demand for our products, the highly competitive market for the types of the products that we offer, market condition that would cause our customers to reduce their spending for our products, our ability to create, acquire and build new businesses and to grow our existing businesses, our ability to attract and retain qualified personnel, currency fluctuations and market conditions in India and elsewhere around the world, and otherwise not specifically mentioned herein but those that are common to industry.