HouseFull, a furniture brand with a strong online presence, has appointed two divisions of the MullenLowe Lintas Group to handle its creative, as well as digital duties. As part of the mandate, Lowe Lintas, Delhi, will handle the creative duties while LinTeractive, Delhi, will oversee the digital marketing for the brand.
Commenting on the appointment, Akshay Chaturvedi, chief executive officer, HouseFull, says, "We welcome Lowe Lintas and LinTeractive as our brand partners for HouseFull. We were really impressed with their holistic thinking that went beyond the conventional approach. The thing about Lowe Lintas is that apart from a fantastic creative sense, it possesses a sharp business acumen which is strategically superior to its peers. This is important for a brand like ours which has aggressive plans and wants to have a nimble startup-like culture with an eye on a rapid scale-up."
Naveen Gaur, president, Lowe Lintas, Delhi, adds, "We are thrilled to win the communications mandate for a brand like HouseFull, which has taken it upon itself to be aggressive challengers in the highly competitive sector of online furniture and home decor. We, at Lowe Lintas, will bring to the table, our sharp and insightful understanding of the e-commerce business along with the emerging modern Indian buyer."
Gaur further adds, "What makes it special is that we managed to win the mandate for both above-the-line, as well as its digital communication. We approached the problem in an integrated manner, with a motley crew of our folks from different specialisations and the results are extremely encouraging to say the very least."
Sumanta Ganguly, executive vice-president, LinTeractive, informs, "We see a great opportunity in HouseFull to win category conversations through our platform thinking and creative approach. A category that is today in a hyper-competitive state requires not just creative thinking, but also needs to focus on pushing the right interactions on the platform."
HouseFull.com, the web version of the furniture brand HouseFull, is currently in the middle of revamping its e-commerce operations with specific thrust on logistics and customer service. The brand has not limited itself to just furniture, but is also foraying into premium furnishings as a marketplace.
According to a company press release, the brand is equipped with an in-house research and development team to engineer the furniture. It claims that its products are designed keeping in mind Indian tastes and preferences, are high on utility, as well as look stylish in their own unique way.
MullenLowe Lintas Group, a part of the MullenLowe Group which is a part of the Interpublic Group of Companies, has operating divisions in advertising (Lowe Lintas, Mullen Lintas), design (dCell), PR (GolinOpinion), brand consulting (LinConsult), experiential marketing and activation (LinEngage), healthcare marketing (LinHealth), video content (LinProductions), and digital marketing (LinTeractive).
Lowe Lintas is a creative agency from the MullenLowe Lintas Group, India. Headquartered in Mumbai, it has a strong presence throughout India with offices in Ahmedabad, Bengaluru, Chennai, Hyderabad, Kolkata, New Delhi (NCR), and Pune. Its clientele includes Axis Bank, Britannia, Dabur, Flipkart, FreeCharge, Google, Idea Cellular, MRF, OLX, and Tanishq.First Published : June 13, 2016 05:13 AM