Cargill Foods India assigns its creative duties to Lowe Lintas

Cargill Foods India, a leading FMCG company in India called for a creative pitch for its wide array of consumer brands, from edible oils to atta. Lowe Lintas, Delhi (part of the Mullen Lowe Lintas Group) was declared the winner for the creative pitch as they understood the brands and shared a customized approach, taking into consideration the local insights, given the range of Cargill Foods India’s portfolio and presence across markets.

The pitch was announced for Cargill Foods India’s brands, such as Leonardo range of Olive Oils, Nature Fresh range of edible oils, Nature Fresh Sampoorna Chakki Atta, Sweekar Refined Sunflower Oil, Gemini Refined Cooking Oil, Sunflower Vanaspati and Rath Vanaspati. Out of the 11 agencies, Lowe Lintas remarkably portrayed their experience and understanding in managing a regional leading brand as well as a global premium olive oil brand. The agency brought it alive in the form of creative advertising ideas and communication with a 360 degree integrated approach.

On this new journey Neelima Burra, Chief Marketing Officer, Cargill Foods India, said, “Edible Oil is a highly fragmented & regionalized market. Cargill India follows multi brand approach & micro-marketing strategy to win in market place. Looking at the business dynamics, in last 2 years we have rejigged our portfolio and brand positioning. We thank our earlier agencies Leo Burnett and FCB Ulka, who helped us to re-position & re-launch our brands. I really appreciate their efforts in helping us evolve our campaigns & make them noticeable. We are extremely choosy of our approach to businesses & marketing. While our products and brands are doing well in top league, we believe customized campaign approach is pivotal for success in Edible Oil Market. The brief we shared and the ideas proposed by Lowe Lintas were in complete sync with the ethos of the brands which were pitched for.  We are excited on this association to lead all our brands to a leadership position in consumer’s hearts and minds“.

Commenting on the win, Naveen Gaur, President, Lowe Lintas, Delhi, said, “We are truly excited about our partnership with Cargill. At Lowe, we have a tradition of building brands which not only enjoy mass support but also become a part of everyday conversation. And that’s exactly been the crux of our conversations with Cargill. Looking forward to create some great pieces of work!”

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