Lowe Lintas has won the creative duties for Matix Fertilisers and Chemicals. The size of the account is pegged at Rs 5 crore. In addition, the agency has also bagged the media duties and the rural marketing account, which will be handled by Linterland, its specialist rural communication and marketing arm.
DK Guha, executive vice-president, Lowe Lintas, tells afaqs!, "I think what worked for us is the fact that we studied consumer behaviour and understood the need of the client on how it plans to position the brand."
The Matix Group is a subsidiary of the Datamatics Group. Matix Group is building a path- breaking Greenfield fertilizer complex. The plant will use energy-efficient and latest technology from industry leaders Kellogg, Brown & Root (KBR), USA and Saipem, Italy. This multi-faceted project will impact the rural sector in Eastern India, creating direct and indirect employment, as well as introducing farmers to world-class fertilizers and agro products.