Lowe Lintas wins creative duties of DSC; Karishma Initiative bags media mandate

The agencies bagged the accounts after a multi-agency pitch. The account size, including creative and media, is estimated at Rs 20 crore.

Lowe Lintas has bagged the creative duties of infrastructure company DSC, while its sister agency, Karishma Initiative, will be the media AOR. The account size, including creative and media, is estimated at Rs 20 crore.

Lowe Lintas wins creative duties of DSC; Karishma Initiative bags media mandate

Talking about the win, Naveen Gaur, executive director, Lowe Lintas, says, "We are delighted to partner with DSC Limited. The Lowe planning tools and our philosophy of high value ideas led us to develop a holistic solution for DSC. While this is a challenging category, there is a massive opportunity for brand building. We are all geared up to do some exciting work with it."

Amita Karwal, executive vice-president, Karishma Initiative, says, "It is a significant win for Karishma Initiative Delhi and obviously, we are delighted to be associated with a leading infrastructure company such as DSC Limited."

DSC is one of the fastest growing infrastructure companies in India, with presence in roads and expressways, railways, urban infrastructure, power and real estate. The company has executed several infrastructure projects including the Delhi-Gurgaon Expressway, the Barapullah Elevated Road connecting the Games Village with Nehru Stadium for the Commonwealth Games 2010, and the Kundli-Manesar Palwal Expressway.

On the selection of the agency, Bashob Dey, senior vice-president, corporate communication, DSC, says, "We are pleased to have Lowe Lintas and Karishma Initiative as our creative and media partners because they understood our strategic requirements very well. We believe that the agencies will bring in their best resources to manage our business needs. We look forward to a long term association with them."

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