MullenLowe merges Delhi offices, names Naveen Gaur leader

To consolidate its business in the northern Indian market, MullenLowe Group has merged the operations of its two entities—Mullen Lintas and Lowe Lintas—in New Delhi. This decision aligns with the company's strategy to enhance operational efficiency. “When you want to achieve efficiency, a lot of synergies come into play. Delhi market has different dynamics and the nature and kind of clients are different as well. We keep improvising,” stated S Subramanyeswar, Group CEO of MullenLowe Lintas Group and Chief Strategy Officer (APAC) at MullenLowe Global, in an interview with Campaign India.

This merger will not affect the Mullen Lintas entity itself. However, its Delhi NCR office has been closed, with its operations now integrated into the Lowe Lintas Delhi NCR office. Naveen Gaur, Group COO of Growth and Innovation at MullenLowe, will lead the combined operations. “Naveen has been given the additional charge of Mullen Lintas. He will be looking after both the agency businesses now,” Subramanyeswar confirmed. Gaur has been managing the merged operations since January 2024.

The agency's Delhi client portfolio includes notable brands such as Havells, Dulux, and Vadilal. Recently, the company launched the ‘State of States’ initiative in partnership with Quantum Consumer Solutions. This initiative aims to provide detailed insights into India's diverse market and analyze 30 different cultures to better understand various domains and foster the creation of future brands.

In 2023, MullenLowe introduced a new global identity and updated positioning featuring an evolved octopus, designed by MullenLowe US. This new identity unifies 57 markets worldwide and symbolizes a ‘kindred spirit that visually depicts how brands need to grow today’.