EXCLUSIVE: Lowe Lintas wins creative mandate for battery brand Amaron
The incumbent ad agency of Amaron was Ogilvy, which has been associated with the brand for over two decades.
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Lowe Lintas has won the creative mandate for Amaron, the flagship brand of Amara Raja Energy & Mobility Ltd (formerly known as Amara Raja Batteries), after a keenly contested multi-agency pitch.
The incumbent ad agency was Ogilvy, which has been associated with the brand for over two decades.
It is to be noted that this is the second loss for Ogilvy, in a row, after it lost the KFC account to FCB, last month.
In May, Storyboard18 broke the news of Amaron's creative account going up for grabs.
The full-service creative agency of MullenLowe Lintas Group- Lowe Lintas will help energise Amaron's brand presence and market share.
Amaron is one of the 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. 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.
Commenting on the partnership, Harshavardhana Gourineni, Executive Director – Automotive & Industrial of Amara Raja Group, said, “The decision to partner with Lowe Lintas comes as we look to the future and aim to scale new heights. We chose the agency for its 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.”
Lowe Lintas will amplify Amaron's brand narrative and drive consumer engagement by creating deeper connections at local, ethnic, cultural, and sub-cultural levels.
S Subramanyeswar (Subbu), Group CEO – India & Chief Strategy Officer – APAC, MullenLowe Group, said, “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.”
