Lowe Lintas has secured the creative mandate for popular beer brand Tuborg, following a closely contested multi-agency pitch. The account will be handled out of Lowe Lintas’ Gurgaon office and will include leading creative strategy and integrated brand communication across platforms.
The pitch process brought together some of the industry’s top creative minds, but it was Lowe Lintas’ mix of cultural insight, bold thinking, and youth-driven creative muscle that helped it stand out.
Partha Jha, Vice President – Marketing at Carlsberg India, shared the rationale behind the decision: “In Lowe Lintas, we found a partner who not only understands the pulse of youth culture but brings strategic depth and creative ambition to the table. Together, we look forward to shaping narratives that go beyond advertising—and become a part of cultural conversations based on work which the agency is known for.”
This partnership arrives at a time when Tuborg is looking to dial up its cultural relevance and deepen its connection with India’s increasingly expressive and brand-conscious youth.
Anurag Prasad, Chief Strategy Officer and Head of Lowe Lintas North, added: “Tuborg commands massive love and recall, yet it displays immense appetite for creative disruption. We’re super excited as this is an opportunity to not just craft powerful communication but create a cultural relevance that the Indian youth can own and contribute to.”
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