3M India has appointed Lowe Lintas to handle the creative duties for their brands – Scotch-Brite and Scotchgard. Established in 1998, 3M India Limited, the Indian subsidiary of the US Multinational conglomerate 3M Corporation is one of the fastest growing subsidiaries within the 3M portfolio. 3M is a $30.8 billion diversified technology company and one of 30 companies that make up the Dow Jones Industrial Average.
3M India’s scrubbing brand Scotch-Brite launched in India in 1990 is one of the leaders in the category. Scotchgard, is one of the most well-known and trusted brands in stain removal and fabric protection and has a strong presence is more than 60 countries.
It was a closely contested multi-agency pitch and Lowe Lintas won the creative agency mandate for both Scotch-Brite and Scotchgard. The agency had an edge over the others because of their clear understanding of the brief which led to an insightful strategy that resonated with the brand’s objective and matched with the evolving consumer’s point of view.
Speaking on the new account win, Hari Krishnan, President, Lowe Lintas (South), said, “It’s a great honour to be partnering a reputed global brand like Scotch-Brite from 3M. The home cleaning tools category poses an exciting opportunity to create category defining communication and we look forward to making an impact with the Lowe Lintas brand of ‘Populist Creativity’.
Raj Gupta, CEO, Lowe Lintas, further added, “Our experience with building brands and creating effectiveness is well known, particularly in the FMCG category. It’s not every day that an agency gets to partner a brand with such a global reputation and footprint. I would like to thank the team at 3M India for having chosen us.”
Commenting on the appointment of Lowe Lintas, Sanjit Satapathy, Country Business Leader, Consumer Business Group, 3M India said, “The home cleaning tools category is growing at a rapid pace with increasing consumer awareness and acceptance for specialised tools. The consumer needs in this category continue to evolve thanks to the diverse geographic and demographic spread of our target consumers. Scotch-Brite brand backed up by 3M’s core strength in innovation and technology has a range of products to address these needs. Globally within the 3M portfolio, India is a key growth market and we have definite plans to drive accelerated growth in the coming years. Keeping that in mind, we decided to partner with Lowe Lintas. With their strengths in strategic thinking and creative execution, Lowe Lintas will help us execute our growth plans for India market”. The incumbent agency for 3M India was Grey Worldwide, Bangalore.