15 Dec 2017
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L&T appoints LinTeractive as digital marketing agency

MUMBAI: LinTeractive, the digital division of MullenLowe Lintas Group, has bagged the mandate for digital marketing of L&T across all its businesses, including performance media buys.

Larsen & Toubro (L&T) was looking at the digital medium as a force multiplier for its strategic communications.

After a multi-agency pitch that saw leading national agencies compete, L&T chose LinTeractive as its digital partner. L&T was impressed with LinTeractive’s strategic framework, which provides a roadmap for companies looking to be digital future ready in communications.

L&T VP corporate brand management, communications Deepak Morada said, “Digital is a key focus area and as a group we wanted to go beyond looking at it as just another medium, truly harnessing the power of digital to change the conversation. At L&T, we’re at the forefront of technology across multiple domains and industries – we aim to provide an equally cutting edge experience to our customers, and we have reason to believe that LinTeractive possesses the requisite skills and experience.”

The challenges of digital for a large conglomerate is not a simple thing, but LinTeractive EVP Sumanta Ganguly feels that it needs to start with changing how digital is perceived across the multiple stakeholders inside the organisation.

On the state of digital marketing in India, Ganguly commented: “The business of digital in India for most brands today remains an additional check box –a thing to do. At LinTeractive we look at digital as a way of doing things instead. With L&T we sensed an opportunity to deploy the power of this concept in response to the increasingly digital world of today.”

On partnering L&T, MullenLowe Lintas Group group CMO, president marketing services Vikas Mehta said, “In the past 70 odd years, the L&T Group has played a pivotal role in building things that are at the core of today’s India. During these 70 odd years, Lintas has partnered hundreds of brands into becoming a part of India’s popular culture. The opportunity to collaborate with L&T, as they aim to re-imagine their businesses for a digital world, is a matter of great pride for the MullenLowe Lintas Group. We realize the tremendous responsibility that L&T has entrusted LinTeractive with.”