Kerala's MILMA appoints Lowe Lintas, BPN as creative and media agencies

Lowe Lintas & Partners will service the account from its Kochi office.

Kerala Co-operative Milk Marketing Federation - MILMA - has awarded its creative duties to Lowe Lintas, while the media duties have been given to BPN.

Lowe Lintas & Partners will service the account from its Kochi office. It will handle the strategic and brand communication for the client. This announcement marks the completion of a four-month multi-agency selection process that included some of the major agencies of the country.

The creative account is pegged at about Rs 10 crore.

K G Satheesh, senior manager, marketing and HR, MILMA, says, "The task that we set for the agencies was of reimagining brand MILMA. The strong strategic rigor Lowe demonstrated in its vision for Milma was impressive. Its creative package was endearing and striking. These reasons, along with its track record of doing great communication consistently for other leading brands in the country gave us the confidence to go with Lowe Lintas."

G V Krishnan, executive director, Lowe Lintas (Southern Region), adds, "By far, MILMA is the brand with the largest reach in Kerala. Integral to Kerala, it touches the lives of probably every Malayali, almost every other day, contributing to their growth and well-being. With this campaign, we wanted to bring alive the quiet-yet-significant role MILMA has played in everyone's lives, thus building emotional connect. It gives Lowe Lintas great pride to be entrusted with this responsibility."

For the record, Kerala Co-operative Milk Marketing Federation (KCMMF), popularly called 'MILMA', was established in April, 1980, with its head office at Thiruvananthapuram for the successful implementation of 'Operation Flood' Programme in Kerala.