Yezdi motorcycles by Classic Legends launched a new brand ampaign to unveil its positioning of #NotForTheSaintHearted. The campaign is conceived by Lintas Live, the group’s PR-led creative agency.
Commenting on the campaign, Anupam Thareja, Co-founder, Classic Legends said: “Yezdi has transcended many dimensions to offer meaningful and distinctive stories to motorcycling enthusiasts. All motorcycles run on roads, but the Yezdi runs in the blood, and I have always wanted to go after rekindling that feeling. Our campaign showcases an attitude that gives a youthful heart a sense of direction, allowing it to test its limits with ‘Yezdi, #NotForTheSaintHearted’.”
Speaking on the campaign idea, Sarvesh Raikar, Creative Head, Lintas Live, added: “Rebuilding this fearless and fun-loving brand was quite a journey, it’s like picking up a Shakespearean classic and rewriting the narrative for today. Especially because we decided not to dwell too much into the past imagery, but to recreate the timeless Yezdi state-of-mind. The goal was to reflect the mindset of Yezdi Mad-Men who seek out challenges and adventures and strive to achieve them in a way that pushes them to challenge their limits.”
GolinOpinion will be rebranded as Lintas Live with immediate effect and will be part of MullenLowe Group’s global communications network which includes U.S. based agency MullenLowe PR – voted Global Creative PR Agency of the Year in the Holmes Report 2017
Lintas Live will be a digital-first creative PR agency Lintas Live also announces the appointment of Sarvesh Raikar as its Creative Head.
Amer Jaleel
Speaking about the launch, Amer Jaleel, Group CCO and Chairman, MullenLowe Lintas Group said: “From Mumbai Police to Starbucks, every brand wants to throb with its own energy and charisma, stay part of conversations by streaming its thoughts, it’s consciousness to its franchise. We deconstructed and re-built our PR organisation to not just reflect the current times but to lead the thinking for times to come. And recognising the need to be digital in our behaviour but creative at our core we have at the tip of Lintas Live one of our brightest RCOs Sarvesh Raikar who is possibly India’s most experienced and celebrated brand creatives to head a PR company. We recognise that brands should lead from PR into campaigns and that creative thinking will evolve PR into becoming seamless and inextricable from marketing.”
Virat Tandon
Added Virat Tandon, Group CEO, MullenLowe Lintas Group: “In today’s digitally interconnected world, opinions get formed not only through the news media, but through influencers, experts, leaders, bloggers, celebrities and all other individuals and communities who have a voice and want to use it. Moreover, corporations, leaders and brands have to operate real-time in this “always live” world. Lintas Live will be able to provide our clients with agile, proactive and “always live” PR and communications solutions. I am quite confident that this new offering will be quite the game- changer for our clients.”
Ameer Ismail
Talking about his new role, Ameer Ismail, President-Lintas Live said, “Golin has been an outstanding partner and we will always cherish our many achievements and learnings together. Our PR practice in India has gone from strength to strength and this rebrand is a bold move in our evolution. I’m excited about the relevance of our new offering to brands, marketers and leaders in these changing times. Being part of the MullenLowe Lintas Group has given us a unique opportunity of drawing on the core of our creative skillsets. We are confident of being able to deliver ideas and solutions that are bold and impact worthy in a digital age.”
Golin’s operations in India will now report through IPG’s Constituency Management Group in line with Golin operations elsewhere.
Added Darren Burns, President of Asia for Golin: “We thank Ameer and his team for a productive partnership over the last five years and we look forward to ongoing collaboration with the Mullen Lowe team within our IPG family. India remains an important market for us and we will continue to evolve our business there under the Golin brand.”
