Lowe Lintas wins 3M pitch

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | July 08, 2011
The agency will be responsible for the brand Post-it and another developing business.

Diversified technology company 3M had initiated a multi-agency creative pitch process around January, and Lowe Lintas has won the same. The agency has won the creative mandate for the brand Post-it and another developing business from the company's Consumer & Office (C&O) Business stable.

3M plans to enter the growing Indian market with one of its businesses which already has a worldwide presence in the C&O space. Regarding Post-it, the brand's single biggest challenge is to penetrate the market to build the habit of using the product beyond the traditional office space.

In the light of this scenario, 3M India is looking to recruit new users by offering its products to a younger TG (target group). Lowe's core strategic mandate is to build this unique connection and unlock growth.

Addressing the win, GV Krishnan, executive director, Lowe Bengaluru, says in a press statement, "We look forward to innovate on a brand which is known the world over for its innovation."

Partha Dutt, general manager, Consumer & Office Business, 3M India, conveys that it was the creative idea, the execution of the idea, and the high energy and motivation levels of the Lowe team that helped it win the pitch.

Dippy Sachdeva, vice-president, Consumer & Office Business, 3M India, adds, "We see a lot of synergies between us and Lowe Lintas, and I firmly believe that this will play a pivotal role in building both these businesses in India."

For the record, 3M is an American multinational conglomerate which produces a range of products spanning diverse categories including adhesives, abrasives, laminates, passive fire protection, dental products, electronic materials, medical products, electronic circuits and optical films, among others. 3M operates in more than 60 countries worldwide.

In India, 3M was launched in 1988 as Birla 3M. The name of the company was changed to 3M India in 2002. With manufacturing facilities in Bengaluru, Ahmedabad, Pune and Puducherry, 3M India's range of products serves markets such as industrial, consumer and office, transportation, electronics and communications, display and graphics, and healthcare, among others.

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