Top Story


Home >> Media - Others >> Article

Initiative media launches Lintertainment

Font Size   16
Initiative media launches Lintertainment

Initiative Media is in the process of launching Lintertainment, a specialised cinema and entertainment division. The division would be steered by Geetanjali Kirloskar, who last headed Quadrant Communications as President.

The agency believes that film promotion is one of the most unorganised sectors in the industry, and with the right approach the success rate of films can be increased to a very large extent. It intends to treat the film as a product and the movie name as a brand. Says Ashish Bhasin, President, Initiative Media, “Films and entertainment are amongst the largest advertised categories abroad and given the size of our film industry, I think the potential for such advertising is great in India. Moreover, nobody has, as yet, approached films as a brand. We are very excited about this venture”.

Lintertainment plans to devise a positioning cum promotional strategy, develop appropriate creative, use the latest tools and techniques of media planning and buying, including the scale of Initiative Media, merchandising, to help promote films with the appropriate target audience. Kirloskar explains, “Given the challenges facing our Film industry, I believe the time is right to provide professional support in promoting films to the right target audience. Not every film is meant for every audience.”

The newly found division will also help provide appropriate brand relations for both in-film and out of film brand associations. It is claimedly, tying up with several cinema owners to provide on-ground support and has already got its first client in form a forth-coming movie from a known production house.

Lintertainment, will start with marketing and promotions of films. And the strategy involves creating interest, curiosity and excitement, and in the final phase, a sense of urgency drawing the consumers into the theatres for the launch. The agency also intends to provide relevant and appropriate tie-ups for promotion of movies.

It intends to look at other genres of entertainment beyond films as well.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...