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Lowe Lintas to 'create' Cargill oils utility

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MUMBAI: Cargill Foods India has announced Lowe Lintas Delhi (part of the Mullen Lowe Lintas Group) as it creative agency.

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.

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.

On this new journey Cargill Foods India chief marketing officer Neelima Burra said, “Edible Oil is a highly fragmented and regionalised market. Cargill India follows multi-brand approach & micro-marketing strategy to win in the marketplace. The proposed by Lowe Lintas were in complete sync with the ethos of the brands which were pitched for."

Lowe Lintas Delhi president Naveen Gaur said, “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."

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