Lintas IMAG (Integrated Marketing Action Group) has won the below-the-line business of Reliance Petroleum’s retail arm. Lintas IMAG will be responsible for strategy as well as activation of direct marketing, promotions, CRM as well as Internet initiatives for Reliance.
Reliance Petroleum’s retail business comprises petrol pumps, fleet-owners’ relationship programme, drivers’ relationship programme, fleet services centres, driver and passenger amenities complexes as well as convenience stores. With a network spread all over the country, this is one of the most extensive programmes in the country.
Elaborating on the account win, Ashish Bhasin, Director, Lintas IMAG, said, “This pitch has been a perfect example of integration that we have now been striving towards for the past few years. We will be providing direct marketing strategy, managing the CRM initiatives, including web-based programmes, and also executing promotions all over the country using our extensive rural network. In a category driven by promotions and one-to-one interactions, Lintas IMAG is ideally placed to be a one-stop shop for all of Reliance Petroleum’s needs.”
Linterland and Lintas Personal, the rural initiatives and direct marketing arms of Lintas IMAG, had led this pitch.
Debashis Das, President, Linterland, said, “Our extensive network complements that of Reliance Petroleum, and allows us to reach every nook and corner of the country. We believe that flawless execution of on-ground campaigns all over India will be critical to achieve the challenging goals set by Reliance. We hope to contribute beyond mere execution, by using our knowledge of the various regions of India, as well as our proprietary tools such as LinCompass that help in planning mega-activation programmes.”
“Lintas Personal brings a team of professionals with a wide experience in running complex direct marketing programmes. Our CRM and interactive division – Strategic Relationship Solutions – will play a very important role in managing the various relationship programmes with stakeholders both through online and offline communication,” added Suprio Guha Thakurta, President, Lintas Personal.