PA Ram Prasad joins Lowe as V-P, planning, South

PA Ram Prasad has joined Lowe, Bangalore, as V-P, Planning, South. He has left Rediffusion, Bangalore, where he was director, planning, South.

Prasad comments on the reason behind the move: “Lowe is a bustling agency, with a plethora of prominent brands. This will give me a chance to work with a very robust portfolio of brands. It is also a great opportunity to work with a team that is full of passion and unfiltered creative spirit.”

He continues, “It is a pleasure to join a team that is fiercely committed to the vision of connecting with the audience in simple and surprising ways.”

On his vision of planning, Prasad says, “I believe that the right approach is for the creative and the planner to crack the proposition together. It helps the planner to understand the dynamics and that, in turn, helps the creative to embark on the ideal creative process.”

At Lowe, Prasad will handle the entire range of Britannia products in the South, including Good Day, 50:50, Tiger, Marie Gold, Treat and Milk Bikis. He will also handle the entire Titan portfolio, which includes Tanishq, FasTrack and Sonata. Apart from these, in Chennai, he will handle ‘The Hindu’, Saint Gobain and MRF, among others.

Prasad talks of a campaign for Levi’s that was done during his stint at JWT. He terms it one of the more noteworthy campaigns of his career. He says, “Levi’s was seen as a premium youth lifestyle category, which was largely unapproachable. With the low-rise jeans campaign, we actually turned the brand around. The team helped in creating an image that started to smile at the consumer and make it approachable for them.”

Another campaign that Prasad talks of is the one for Pizza Hut. He says, “We worked on the Masala Pizza campaign of Pizza Hut. It was our effort to talk to the heart of India and establish a connect with Indians. This was a campaign that became an intrinsic part of the DNA of Pizza Hut in India.”

Prasad started his career with TTK Prestige Ltd as area sales manager and worked there for two and a half years. From there, he moved to Whirlpool, where he looked after sales operations. In 1999, he joined JWT, Delhi, in the planning department. In 2004, he moved to JWT, Bangalore. In September 2004, he joined Rediffusion, Bangalore, as director, planning, South. He has handled brands such as Levi’s, Knorr, Hero Cycles, Pizza Hut, Timex, ING Vysya and Nestle Chocolate.

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