Lintas Media Group (LMG) has entered the Kerala market by bagging the business of the Manappuram Group of Companies. The business was awarded to LMG on the basis of their understanding of the client’s requirement and thereby, designing a highly customised media delivery platform. There was no formal pitch and LMG was evaluated against the incumbent, a Kerala-based agency. The size of the business is pegged at Rs 15 crore. Lowe will be handling the creative duties.
Sudha Natrajan, COO & Joint President, Lintas Media Group, said, “It is extremely challenging to convince a client, who is currently not based out of the five advertising cities of India, to entrust their faith in a large agency stationed elsewhere. Our foray into Kerala has been done only after we ensured that we have a keen understanding of the market, know its special requirements, and have the infrastructure to personally service the client.”
Commenting on the win, Joydeep Raha, VP, Lintas Media Bangalore Collective, said, “It was a classic demonstration of a problem-solution approach, whereby the first step was to understand thoroughly the client’s brief and then breaking it into multiple objectives. We then derived the strategy from a media neutral platform, taking into account the media fragmentation to its logical advantage.”
The Manappuram Group is into services that range from financial services to computer technology. The business can be seen as a category creation as it is an unchartered territory. The Group’s core competence lies in creating asset by leveraging people’s existing asset – gold. LMG feels that the category will target the resurgent Indian middle class about the power of gold as an asset, and media will play an active role in educating and communicating the message to the desired audiences in an effective manner.