Tuborg has appointed Lowe Lintas as its creative agency for the Indian market following a multi-agency pitch. The account will be managed by the Lowe Lintas office in Gurgaon and will include creative strategy and integrated communication across platforms, with a focus on youth culture and contextual storytelling.
Tuborg, part of the Carlsberg Group, holds a significant presence in the beer category in India. The brand aims to align with evolving cultural trends and maintain its connection with young consumers.
Partha Jha, Vice President-Marketing, Carlsberg India, said, “For over 140 years, Tuborg has remained a vibrant and youthful brand, constantly redefining the beer experience. From its iconic green embossed bottle and easy pull-off cap to its deep-rooted connection with music, Tuborg has always led with innovation and energy. 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.”
Anurag Prasad, Chief Strategy Officer and Head of Lowe Lintas, North, commented, “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.”
Lowe Lintas has previously worked with brands in the lifestyle and youth segments. The agency will now develop creative work for Tuborg, informed by its category knowledge and cultural insights.
