Top Story


Home >> Advertising >> Article

Noorings: Lintas, Connections and an evening to remember

Font Size   16
Noorings: Lintas, Connections and an evening to remember

I attended a Lintas Media Group event after a long time – not just a press conference, but an evening dedicated to new initiatives involving clients and media owners. The event was to have begun at 7 pm in Gurgaon in Delhi, and we were there at 6.30 pm. And by 7 pm, the guests were trickling in healthy numbers. Maruti Suzuki’s Mayank Pareek and Sanjeev Handa, ITC Retail’s Atul Chand and the ITC Ltd team, Bajaj Auto’s Nitin Kochchar, Hamdard’s Tarundeep Singh Rana and team, Intex’s Vinayak Kumar, and Bajaj Electrical’s Beena Koshy, among many other LMG clients, were in attendance. It was an evening to remember from Lintas.

The research, Connections, itself was interesting. This proprietary research is designed to assist advertisers in better reaching specific target audiences across a plethora of touch points, where information relevant to various product categories has been made available. Lintas has designed a special software for it too that it would share with the various brand managers to help them in designing more efficient media plans across various products.

But what interested me a bit more than Connections was the conversations with clients post the presentation of the research. Premjeet Sodhi and his team were complimented by most advertisers for the kind of depth that Lintas had managed to bring in this study. Clients had all kinds of questions and everyone was already discussing when the Lintas team would be speaking to each client more specifically on how this research helps their brand. But it was the pure client and agency relationship that stood out the most for people like me. Lintas’ key advertisers flew in from Pune, Mumbai, Bangalore, Kolkata and other cities to share a step ahead with the agencies.

I am in no hurry to believe that relationships today are not about monies and costs, but it is instances such as these that make one believe that relationships are important for some today as well – that they are, in fact, not just about money, that there is a combined thirst and need to progress forward towards the common goal of reaching the consumer, of communicating.

Lintas is amongst the oldest players in India and its relation with clients signify that despite the mistrust that clients have shown on agencies in many occasions, whether by calling pitches even before a term is over or by stipulating extreme importance to costs, there still are examples where agencies are treated as partners. I was thinking of leaders such as Lynn de Souza, Vikram Sakhuja, Sam Balsara, Shashi Sinha and Ravi Kiran, who, while they still have long battles ahead to fight, have led this industry so well that when you look, there are enough instances of hope and positive energies in our industry. I left the evening happy being a part of this industry.


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