Amrutanjan appoints Lowe Lintas and Partners

Following a multi-agency pitch, headache and pain management brand Amrutanjan has selected Lowe Lintas and Partners as its new brand communications partner. The agency's Chennai office will handle the business.

DDB Mudra is the incumbent agency.

Joydeep Chatterjee, business head – sales and marketing, Amrutanjan, said, "Lowe Lintas and Partners’ long experience in FMCG, and its proven track record in turning around the fortunes of brands gave Amrutanjan immense confidence. During the pitch, the agency highlighted its deep understanding of the Indian consumer across SECs and categories and we  felt that a heritage brand with an iconic status such as Amrutanjan would benefit from this understanding in its effort to stay relevant and increase market share. Yet another aspect that went in favour of Lowe Lintas and Partners was its long associations with clients, many of them stretching over decades. This kind of consistency is good for brands as it is possible to share and pursue a vision in a spirit of partnership over long periods of time.”

GV Krishnan, executive director, Lowe Lintas and Partners, added,"We are proud to have won the creative mandate of Amrutanjan, an iconic brand with a rich heritage. Our task will be to rejuvenate the brand and build preference. This win adds to our strong and rich FMCG portfolio."

Joseph George, chief executive officer, Lowe Lintas & Partners, said, “Being asked to partner a brand like Amrutanjan is both a privilege and a huge responsibility, and we look forward to the challenge. After Daimler Bharat Benz, this is Lowe Lintas Chennai’s second significant win this month. This momentum of success and positivity is not just great for the agency, but also for the brands it handles.”