Lowe bags the creative mandate for Kerala's milk-major, MILMA
Kerala Co-operative Milk Marketing Federation Ltd – MILMA has appointed Lowe Lintas as their strategic and brand communication agency. BPN (formerly known as Lintas Media Group) has been awarded media duties. The business will be managed out of the Kochi offices of Lowe Lintas and Partners. This announcement marks the completion of a four-month multi-agency selection process that included some of the major agencies of the country. The account is pegged at approximately 10 Cr making it among the top businesses in the region.
Speaking of the announcement, KG Satheesh, Senior Manager, Marketing & HR said “The task that we set for the agencies was of reimagining brand MILMA. The strong strategic rigor Lowe demonstrated in their vision for Milma was impressive. Their creative package was endearing and striking. These reasons, along with their track record of doing great communication consistently for other leading brands in the country gave us the confidence to go with Lowe Lintas.”
For over 30 years MILMA has played an important role in making every Malayali’s life healthy and wholesome. This has resulted in an unprecedented growth for the brand. This growth has been achieved through the federation’s absolute transparency coupled with the sincerity and hard work of lakhs of farmers, employees of milk co-operative societies and milk distribution agents. For millions of customers, all this has translated in to trust that reaches their doorstep as milk and milk products. Lowe Lintas has tapped in to this story of how MILMA has contributed to Kerala’s growth. The brand campaign hit the markets on November 1, date that marks the birth anniversary of the state of Kerala.
MILMA further strengthens the position of the Kochi office of Lowe Lintas that also handles brands such as VKC, Blossom and Coir Board.
GV Krishnan, Executive Director - Lowe Lintas (Southern Region) adds, “By far, MILMA is the brand with the largest reach in Kerala. Integral to Kerala, it touches the lives of probably every Malayali, almost every other day, contributing to their growth and well-being. With this campaign, we wanted to bring alive the quiet-yet-significant role MILMA has played in everyone’s lives, thus building emotional connect. It gives Lowe Lintas great pride to be entrusted with this responsibility.”
About the Company - Kerala Co-operative Milk Marketing Federation (KCMMF), popularly called ‘MILMA’ was established in April, 1980 with is head office at Trivandrum for the successful implementation of ‘Operation Flood’ Programme in Kerala. At the grassroots level MILMA has 3059 Anand model primary milk co-operative societies as on 31.03.2012 with 8.6 lakh local milk producing farmers as members