The work was won following a three-way pitch against Hakuhodo, and incumbent agency Neo.  Lowe will be AoR for the new snack range, carrying out full-service campaigns across the country.

The win comes on the heels of Lowe Indonesia’s successful retention of marketing duties for Indofoods’ iconic instant noodle brand, Indomie.

Joseph Tan, CEO, Lowe Indonesia, says of the Qtela win: “The brief of modernising traditional Indonesian snacks is a great proposition for a product range, and it presents a good canvas for some interesting work. Our creative teams are particularly excited about this new challenge, and we’re all very much looking forward to partnering Qtela.”

Rupen Desai, Regional President, Lowe Asia Pacific shares: “We’re delighted that our team in Indonesia will be picking up duties with Qtela, across one of Asia’s biggest markets. It is both a testament to the agency’s strengths in Indonesia, and excellent that Lowe will be deepening its partnership with Indofoods.”