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Vivek Lakhwara elevated as CEO of Aaren Initiative

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Vivek Lakhwara elevated as CEO of Aaren Initiative

Aaren Initiative, the out-of-home company of Lintas IMAG, has promoted Vivek Lakhwara as CEO. Prior to this, Lakhwara has been President, Aaren Initiative. He had joined the Lintas family eight years ago.

Lakhwara has over 20 years’ experience in media and advertising, of which 13 years have been in space marketing. He had earlier worked with Indus Ind Media, Chitralekha, Indian Express and Nestle, among others.

Commenting on the development, Lynn de Souza, Chairman, Aaren Initiative, and Chairman and CEO, Lintas Media Group, said, “Vivek has been with the company for the past four years, and has effectively managed it as its President since 2006. Under his leadership, the company has grown very rapidly to become the second largest agency in the out-of-home space, with a blue chip roster of clients and truly innovative solutions. This appointment, replacing Ashish Bhasin, formerly MD of Aaren Initiative, is a recognition of the valuable contribution he has made.”

On his promotion, Lakhwara said, “Going forward, Aaren Initiative is poised to become the agency of choice for all advertisers who look at out-of-home media as the communication channel of the future. Indians are truly ‘stepping out’. There is a 47 per cent increase in women working, foreign travel has doubled in the last two years, every third metro Indian hangs out at malls and multiplexes. Even the so-called traditional media have been rapidly expanding out-of-home reach. We have, therefore, recently expanded our team with professionals from diverse businesses rather than erstwhile outdoor specialists.”

Two recent appointments are that of Sandesh Gupte as Mumbai Head, and Simon Thekkedom, who heads the Tamil Nadu and Kerala operations of Aaren Initiative. While Gupte had earlier marketed B2B media and events, Thekkedom has a telecom and retail background.


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