Lowe Lintas, Idea Cellular to part ways

Details of the transition are being worked out between the two.

Idea Cellular and Lowe Lintas have mutually agreed to end their relationship. Details of the transition are being worked out between the two. The announcement was made by the agency through the following press release.

Speaking on the development, Sashi Shankar, CMO, Idea Cellular, says in a press release, "Lowe Lintas has played a big role in making brand Idea a household name. They've been with us right through the journey and created some iconic messages over the years. The evolving dynamics of telecom has made it necessary for us to think afresh. I am sure Lowe Lintas will continue to thrive as one of India's top agencies, and we wish them every success in the future."

Lowe Lintas has been involved right since the branding of the Idea Cellular identity, including the name and the logo. Memorable campaigns created year-after-year, have widely and for long been believed to have played a disproportionate role in making the brand a INR 36 billion business with a user base of nearly 200 Million. These campaigns have also consistently won effectiveness awards nationally, regionally and globally.

Raj Gupta, CEO, Lowe Lintas, says in a press release, "To part ways with a brand one has nurtured since its birth is never easy; but we are convinced that this is the right decision, at the right time, for both Idea and us. We will follow their successes as keenly as we've contributed to them thus far. Brands are created to out-last their creators and we sincerely wish Idea Cellular a future that's brighter than their glorious past."