Aaren Initiative, the outdoor division of Lintas IMAG, has bagged the out-of-home (OOH) business of Tata Indicom in 15 states. According to industry sources, this is one of the largest OOH accounts in India.
Aaren Initiative will now offer OOH services to Tata Indicom in Punjab, Haryana, Uttar Pradesh, Uttaranchal, Rajasthan, Delhi, Madhya Pradesh, Chhattisgarh, Gujarat, Tamil Nadu, Andhra Pradesh, West Bengal, Orissa, Bihar and Jharkhand.
Aaren Initiative has already been servicing Tata Indicom in Tamil Nadu, Madhya Pradesh and Chhattisgarh for more than a year. Tata Indicom invited Aaren Initative to pitch for other states and then decided to consolidate 15 states with Aaren Initiative. The incumbent agencies were RMG David and Portland.
Aaren Initiative demonstrated its commitment to a strong network across the country, excellent buying and online monitoring.
Anjali Kasbekar, Media Head, Tata Teleservices, said, “Aaren Initiative had worked well in Tamil Nadu, committed to a good network and excellent buying. We are happy to have them as our OOH agency.”
Ashish Bhasin, MD, Aaren Initiative, said, “Bagging this account is a good acknowledgement for Aaren Initiative Planning Tool (AIPT) as well as us bringing professionalism in the OOH industry. This is perhaps the most important outdoor account in the country and it is always heartening when an existing client places more confidence in you.”
Bhasin added, “We are looking at complete outdoor solutions for Tata Indicom. Besides kiosks, bus shelters and billboards, we will take advantage of localised outdoor mediums such as street furniture. We will use outdoor solutions that are popular and work well in particular areas.”
Other clients of Aaren Initiative include UTI, LG Electronics, Pantaloon, Big Bazaar, United Breweries and CNBC, among others.