Lowe Lintas, a brand building and advertising company and part of MullenLowe Lintas Group, has been awarded the Creative Mandate for Amaron, the flagship brand of Amara Raja Energy and Mobility (formerly known as Amara Raja Batteries), after a keenly contested multi-agency pitch.
Known for its strategic thinking and creativity, Lowe Lintas will amplify Amaron’s brand narrative and drive consumer engagement by creating deeper connections at local, ethnic, cultural, and sub-cultural levels. This inherent strength of the agency gives a strong edge to win in the marketplace, it added.
Commenting on the partnership, Harshavardhana Gourineni, executive director – automotive and industrial of Amara Raja Group, said, “The decision to partner with Lowe Lintas comes as we look to the future and aim to scale new heights. We chose Lowe Lintas for their proven track record of building some of the biggest brands in the country through strategic thinking and creative effectiveness, which aligns perfectly with our vision for the next phase of Amaron’s growth in taking the brand to newer heights by building the brand which will now represent all the products the brand is diversified into. Together, we are excited to begin this new chapter and continue to lead the way in our global diversification journey.”
S Subramanyeswar, group chief executive officer – India and chief strategy officer – APAC, MullenLowe Group, shared his enthusiasm about the appointment, “It is a privilege to be chosen as a partner to lead Amaron’s electrifying journey as they take big strides in the automotive sector! Taking the baton from the brand’s longstanding and respected peer, it is a massive responsibility for us. I’m glad Amaron found in us the right mix of strategic, creative, and digital capabilities to accelerate the brand and the business in their ambitious next phase of growth.”
