Top Story


Home >> Advertising >> Article

Lintas IMAG effects restructuring in Aaren Initiative to reinforce growth

Font Size   16
Lintas IMAG effects restructuring in Aaren Initiative to reinforce growth

Aaren Initiative, the OOH company of Lintas IMAG, posted an impressive growth last year. To reinforce its growth strategy, the company has made significant changes to cope with this spurt in growth. The changes will come into effect from April 1.

An executive council called AiCT (Aaren Initiative Core Team) has been given charge of running the operations and has been strengthened. Vivek Lakhwara who was Business Head, has been promoted as President, Aaren Initiative.

Arun Goswami, formerly Associate Business Director, has been promoted as Business Director, and Haresh Nayak is now Associate Business Director. Nayak was previously the Business Manager.

Said Ashish Bhasin, Managing Director, Aaren Initiative, and Director-IMAG, “It was necessary to strengthen AiCT to enable us to manage the huge growth that Aaren Initiative has been witnessing. As the thought leaders in the outdoor industry, we are happy that clients have recognized the benefits of a professional player like us. AiPT, our unique planning tool, has added to our strength. I have no doubt that Vivek Lakhwara and his team will make Aaren Initiative the largest professional out-of-home agency in India. They are the best, so being the largest is the next logical step.”

Among other changes, Aaren Initiative Planning Tool (AiPT) has been upgraded to include details, data and photographs of over 10,000 sites in nine cities in India, covering about 80 per cent of the sites by value. With immediate effect, AiPT has been web-enabled, with password protection, and Aaren Initiative clients are being given an access password.

In order to provide better services, Aaren Initiative, which handles assignments in over 180 cities, has expanded its presence to 17 cities in India, besides the metros.

LG electronics, JM Financial, Tata Teleservices, Pantaloon, Big Bazaar, UTI, Dena Bank, UB Group, Idea Cellular are some of the clients of the agency.

Aaren Initiative is a member of Lintas India’s Integrated Marketing Action Group, which also has Linterland (Rural), dCell (Strategic Design), Lin Opinion (PR), Advent (Events), Lintas Personal (CRM & Direct Marketing), Lintertainment (Entertainment Marketing), and Lintas Healthcare as its members.


Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

NewsCode, a hyper local online news platform was launched last night with a network of over 350 local reporters in Karnataka and Jharkhand. Apurv Swarup, the co-founder talked to Exchange4Media about his vision

Voot, which is producing almost 4X content on an overall basis on the reality drama, is gunning for big numbers both on viewership and advertising revenue

YouTube today released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India

Real world study of Appier's network shows significant benefits of AI over traditional rule-based systems