Saint-Gobain Gyproc India (formerly India Gypsum), which manufactures an extensive range of Gypsum boards and plasters systems and solutions for partitions, wall panels, ceilings and internal wall linings, has announced the appointment of LinTeractive as its digital AoR.
Gyproc has been working with Lowe Lintas as its creative agency for some time now and found it fitting to pass on the digital mandate to the agency’s digital arm, LinTeractive. LinTeractive will be involved in creation of a new website, SEO, SEM, Digital Media Planning & Buying, Social media marketing and Digital campaign creation for Saint-Gobain Gyproc India.
On choosing LinTeractive as its digital agency, NE Subramanian, Head of Marketing at Saint-Gobain Gyproc India said, “The choice of LinTeractive was influenced by the fact that it is a partnership with Gyproc’s ATL agency (Lowe Lintas). This was seen as an important factor in ensuring the work across mediums was integrated and spoke the same language to the consumer.”
Adding further on the partnership, Subramanian said that the teams handling Gyproc across both agencies, LinTeractive and Lowe Lintas, are working closely to ensure that the brand message is being delivered seamlessly. “This includes creating a 360-degree campaign for Gyproc, where the mass media work creates awareness and leads consumers to the Gyproc website, where they are given more specific information that helps them in their decision-making journey. The campaign has been developed with this on and offline interaction as the focal point, making the partnership with LinTeractive integral to its success,” noted Subramanian.
Commenting on the association with Gyproc, Vikas Mehta, CMO, Lowe Lintas + Partners & Head of LinTeractive said, “Gyproc is another great opportunity for us to build a seamless brand story on and offline. It’s tempting to assume that a category like gypsum boards should be largely B2B and hence, boring. We believe Gyproc has the potential to move the conversation from Gypsum boards to great-looking-ceilings. We are delighted to partner Gyproc in the journey and look forward to playing a role in creating business success for the brand.”
Gyproc India is part of the Euro €43 billion Saint-Gobain Group. The company is a pioneer in introducing lightweight interior construction practices in the Indian market.