Lowe Lintas to Drive the Creative mandate for Tata Motors' New Premium Hatchback – Altroz

by Shrutee K/DNS

The creative duties for Tata Motors' Altroz were given to Lowe Lintas following a multi-agency pitch that saw participation from a number of leading agencies in India. Tata Altroz is the premium hatchback from Tata Motors that is based on the new ALFA-ARC (Agile Light Flexible Advanced Architecture) architecture. First showcased as a concept at the 2018 Auto Expo in Greater Noida, Tata Altroz is an ultra-modern, edgy, premium and a young car designed for the modern Indian customer. It aims at reinventing the premium city car design and resetting the rules for the industry.

Talking about the appointment of Lowe Lintas as the creative agency, Mr. S N Barman, Vice President  (Sales, Marketing & Customer Support, Passenger Vehicles Business Unit), Tata Motors said - “We are delighted to associate with Lowe Lintas and welcome them onboard as our creative partner for the much awaited Tata Altroz. Their idea and understanding of brand Altroz has been in sync with what we want to communicate since day one. With its market introduction just around the corner, there is a lot in store for the brand in the coming months. We look forward to a fruitful relationship and are confident that they will up the ante and bring a valuable contribution to our brand across platforms.” Lowe Lintas will oversee the launch of Tata Motors’ new hatch, and will build its communication for a number of media platforms.

Commenting on the win, Virat Tandon, Group CEO, MullenLowe Lintas Group said, “For decades now, we have been successfully driving brands belonging to the Tata Group across multiple categories. I am delighted to be chosen as a part of the Tata Motors family as their agency to launch the newest premium hatchback car, Altroz. Its advanced concept and the entire product package make the Altroz a winner. We are glad that our strategy and hyperbundled communication package resonated with the client as one that will provide the best launch platform for the Altroz in the highly competitive premium hatchback category.” The account will be handled by the agency's Mumbai office.

ABOUT LOWE LINTAS: Lowe Lintas is the creative agency of MullenLowe Lintas Group, India. One of the largest agencies in India and has created tremendous success for some of India’s leading brands. Today, Lowe Lintas manages more number of brands amongst India’s Top 10 Most Trusted brands. In fact a number of brands managed by Lowe Lintas have gone on to become leaders in their respective categories. Lowe Lintas is one of the Top 10 creative agencies as per Brand Equity - Agency Reckoner 2018. 

Headquartered in Mumbai, Lowe Lintas has a strong presence throughout India with offices in Ahmedabad, Bengaluru, Chennai, Hyderabad, Kolkata, New Delhi (NCR) and Pune. The agency lends its branding, creative and omnichannel expertise to a host of clients in India and the Asia-Pacific including HUL (for which the agency handles over 35 brands), Axis Bank, Britannia, Flipkart, Google, MRF, Tanishq among others.  
Lowe Lintas is a part of MullenLowe Lintas Group, India. Amongst the largest country operations of the global MullenLowe Group (IPG), MullenLowe Lintas Group (India) has two independent agencies -- Lowe Lintas and Mullen Lintas. The group manages ~300 brands across multiples categories with a talent pool of 700+ people and 14 offices across 8 cities. MullenLowe Lintas Group is ranked #1 in India | #1 in APAC | #3 in the World as per the Global Effie Effectiveness Index 2018. It was also ranked the No. 1 creative agency in the world in effectiveness by the World Advertising and Research Council’s report, WARC 100 for two consecutive years (2015-2016). The group produces ~1,000 campaigns annually, that include some of the most effective work from India, and is consistently recognized at the highest level, globally.   


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