MUMBAI: The Suzlon Group has roped in Lowe Lintas as their creative partner. Grey was the incumbent agency.

According to industry sources, the size of the account is valued at Rs 500-600 million.

The mandate was given following a multi-agency pitch that also involved O&M, Dentsu and Grey.

The company‘s digital duties are handled by Dentsu Digital and Webchutney.

Lowe executive director Anaheeta Goenka, "We at Lowe are really excited about partnering with Suzlon. It‘s an extremely challenging opportunity, to get the masses to even think about renewable energy. So while we build brand Suzlon, we will also be building a greener tomorrow for India and that‘s a great feeling."

Suzlon has worked in the past to create awareness for the category of wind energy and educate the audiences of its benefits. The upcoming campaign aims to take the argument to a wider audience.

Global head of brand for the group Dharini Mishra said, "Our brand premise has been to power the world with clean renewable energy for a greener tomorrow. We have never directly pitched Suzlon or our products through our brand communications. Instead, our endeavor has been to promote the cause of renewable energy and wind within it. We at Suzlon, aim to leverage our brand to bring about a revolution of economic, ecological and social sustainable development."

Mishra also said that India is very integral and critical to Suzlon. It is not just the company‘s home market but also a highly dynamic renewable energy market with great potential.