Lowe, Delhi, bags two new businesses

By , agencyfaqs! | In Advertising
Last updated : November 16, 2006
The businesses are the Jawaharlal Nehru National Urban Renewal Mission (JNNURM) and Wigan & Leigh College. The cumulative size of the two new businesses is estimated to be Rs 28 crore

Lowe, Delhi, has

bagged the creative duties for the Jawaharlal Nehru National Urban Renewal Mission (JNNURM) and Wigan & Leigh College.

JNNRUM, run by the ministry of urban development, government of India, has planned an advertising spend of around Rs 20 crore, reveals a company spokesperson. Meanwhile, Wigan & Leigh has chalked out Rs 6-8 crore for advertising purposes.

The ministry of urban development launched the JNNURM to develop urban infrastructure and provide basic services for the urban poor in 63 cities across the country.

The JNNRUM was looking for an agency to assist the ministry in creating awareness amongst the various stakeholders, including citizens at large, and enlisting their support through an effective communication plan.

Apart from Lowe, Leo Burnett and another agency whose name could not be ascertained made it to the final round.

A multi-agency pitch was called for the Wigan & Leigh account. Apart from Lowe, FCB-Ulka, Madison Creative, Triton and Equus Red Cell participated in the pitch. Earlier, Crayons Advertising was handling its creative as well as media duties. Crayons will continue to handle the media duties.

Malobika Sengupta, CEO, Wigan & Leigh College, says, "We liked Lowe's strategy in branding and positioning our college. Competition is growing and they submitted a communication that would give us differentiation from the clutter."

Sengupta reveals that the client brief essentially demanded the agencies to focus on their USP - the traineeship programme that they offer to students. "We wanted to make students aware of the industry oriented training that we offer and that we believe in concentrating on both theory and practical study," she adds.

Lowe will work on multimedia campaigns for both businesses, but a detailed strategy is still being worked out.

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First Published : November 16, 2006
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