Lowe Lintas & Partners wins creative mandate for Essar Steel

The business will be managed by the agency's Mumbai office.

Lowe Lintas & Partners has won the creative mandate for Essar Steel. The business will be managed by the agency's Mumbai office. The win follows a multi-agency pitch that took place in the city, where several Mumbai-based agencies had participated.

Sources close to the development have confirmed the news to afaqs! on the condition of anonymity.

The size of the business could not be ascertained at the time of filing this report but it is known to be substantial.

For the record, around 2009, Umbrella managed the creative mandate for Essar's corporate account and occasionally worked on the Essar Steel account as well.

Essar began as a construction company in 1969 and has diversified into manufacturing, services and retail over the years. During the last decade, it has grown through strategic global acquisitions and partnerships, or through greenfield and brownfield development projects, capturing new markets and discovering new raw material sources.

Essar Steel is one of India's largest exporters of flat products, exporting to the highly demanding US and European markets, and to the growing markets of Southeast Asia and West Asia.

Essar Steel is a global steel producer with a footprint in India, Canada, USA, West Asia and Asia. It has an annual capacity of 14 million tonnes and aims to achieve a global capacity of 20-25 million tonnes. It has a significant presence in the key markets of Asia, Europe, Africa and North America.