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Tag: Sumanta Ganguly

  • With this launch, KRBL – one of India’s leading food companies, has set out to lead the charge in creating the superfood category with Quinoa

    PointNine Lintas campaign launches Quinoa

    By A Correspondent

     

    LinTeractive recently won the mandate from India Gate to launch its Quinoa brand. The agency unveiled an omni-channel campaign that deploys a combination of films, web/ mobile content, social media communities, on ground activations and also a digital website.

     

    With this launch, KRBL – one of India’s leading food companies, has set out to lead the charge in creating the superfood category with Quinoa.

     

    Said Ayush Gupta, Marketing Head KRBL Limited: “Indians as people have always loved their food. With changing times and growing health consciousness, we decided to introduce newer grains for newer lifestyles in India. This new India is fearless about trying new flavours, new foods and new cuisines. We want to feed this trend with interesting new grains like Quinoa that adds to a better life as well. However, we did not want to take a health stand on this because it would end up reducing Quinoa to an occasional food which people would try out maximum twice or thrice a month. We wanted Quinoa to be a part of an everyday mindset.”

     

    Added Deepak Agarwal, Executive Creative Director – PointNine Lintas: “Our approach to delivering the message of ‘Indulge, Guilt-Free’ was to keep it light-hearted and humorous .When the desire to eat ‘real food’ overtakes the desire to ‘get healthy’, most of the people are likely to indulge in their favourite comfort food and end up being guilty about their spur-of-the-moment choices. We chose to show people sumptuously eating burgers, kebabs & halwa while chastising themselves for all the ‘atonement’ they would have to do for entertaining this indulgence. The twist in the execution was that the very same people revealed the message that, indulgent dishes made from a nutritious India Gate Quinoa base as a part of the recipe meant that there was actually no reason to feel guilty at all.”

     

    Commenting on the campaign, Sumanta Ganguly, EVP – LinTeractive & National Director, Digital – PointNine Lintas, said“The campaign was going to be digital-first as a new premium food grain would naturally need to be investigated and experienced online. We mapped numerous user-journeys and created an omni-channel strategy to create interesting interventions at the most crucial touch-points – from discovering the quirky product film to drooling at quinoa delicacies on Instagram on to digging into why and how to consume Quinoa – all tied into a single brand idea of Indulgence without the baggage of Guilt. The insight was born out of the difficulty one experiences while letting go of the dishes that one has grown up eating, in favour of healthier ones.”

  • Ameer Ismail has been named Chief Growth Officer, Sumanta Ganguly takes on the role of National Director – Digital Marketing & Transformation and Sriharsh Grandhe would be National Director – Consumer Engagement

    PointNine Lintas announces leadership team

    By A Correspondent

     

    Left to right: Sumanta Ganguly Ameer Ismail Vikas Mehta Sriharsh Grandhe

    PointNine Lintas, the recently announced independent agency from the MullenLowe Lintas Group, announced the first set of names in its leadership team. Ameer Ismail has been named Chief Growth Officer, Sumanta Ganguly takes on the role of National Director – Digital Marketing & Transformation and Sriharsh Grandhe would be National Director – Consumer Engagement. Along with Vikas; Ameer, Sumanta and Sriharsh will work with clients to build bespoke agency solutions geared to maximize return-on-marketing-investments. They will work with CEO Vikas Mehta. All teams of PointNine Lintas will be co-located in offices in Mumbai, New Delhi (NCR) and Bengaluru respectively.

     

    Ismail, Grandhe and Ganguly will retain their divisional responsibilities for GolinOpinion, LinEngage and LinTeractive respectively.

     

    Speaking of the lineup, said: “The biggest challenge in getting an omni-channel model right is the ability to bring multi-disciplinary expertise together upfront. This leadership team is made up of seasoned practitioners. It allows us to bring multiple disciplines to the table right at the start and offer clients, a customised agency team that’s built around their brand opportunities. This is in sharp contrast to the administrative structure most agencies follow for their verticals. We are lucky to have experts like Ameer, Sumanta and Sriharsh within the organisation, to be my co-founders at PointNine Lintas.”

     

    Explaining the rationale behind this choice, Mehta added: “One of the big reasons why full-service is preached more often than practiced, is because every skill-set comes with its own administrative layers. For example, when you need a PR expert, you also inherit the administrative layer of a PR agency. In a day-to-day working scenario, this becomes a major barrier to collaboration. We’ve made a conscious choice to cast our best minds as both, ‘practitioners’ and ‘managers’ making it easier to collaborate seamlessly.”

     

    The agency, notes a communique, is planning more additions to the leadership team, which would be announced in the coming days.

     

  • Rohan Builders of Pune, were among the first real estate companies in India to introduce a 'Price Protection Policy' back in 2008

    LinTeractive campaign for Rohan Builders sells vegetables to sell real estate

     

    LinTeractivehas unveiled a digitally-led initiative, Price-Protected Sabziwala (vegetable vendor) for Rohan Builders.

     

    To push the idea further, an online vegetable store, #PriceProtectedSabziwala (www.priceprotectedsabziwala.in) has been launched, where people can buy vegetables with a price protection guarantee. Physical vegetable stores on the same lines have been setup in retail malls of Pune. The buyers of veggies from these stores are notified via SMS, every time prices fall and they can claim a refund of the difference online. The website goes on to introduce Rohan’s Price Protection Policy invite buyer interest.

     

    Abhishek Bhatewara, Director Sales, Rohan Builders said: “In the current state of the real estate market in India, the home buyer is anxious that house prices may fall, delaying their buying for a later date. At Rohan Builders, we understand the buyers’ hesitation in committing their hard-earned savings to buy a house right now. LinTeractive has come up with a very simple and effective way to make people relate to this policy – an everyday fluctuation we all live with – the prices of sabzi. We’re trying to trigger in the minds of the consumer that, buying a home with Rohan is something they should consider without fear as their investment is protected from any downturn in the market.”

     

    Added Vikas Mehta, Group CMO& President – Marketing Services, MullenLoweLintas Group: “To put spotlight in a blind spot (price protection by a real estate company in this case) is always an interesting marketing challenge. These are hard times for the real estate business and I commend Rohan for thinking digital-first. Sumanta and the team at LinTeractive have done a great job of executing the idea seamlessly in an omni-channel manner. To see measurable impact on the clients’ business in such a short period since the campaign went live with an improved CPL, is truly heart-warming.”

     

    Said Sumanta Ganguly, Executive Vice President, LinTeractive: “Inherent to our approach has always been the effective understanding of consumer journey’s to use the effective touchpoints to enablespecific action. The omni-channel campaign has been created using touch-points including physical and digital experiences (on ground, web and mobile), conversations on social media, video content and OOH. In #PriceProtectedSabziwalawhile awareness was driven through outdoor and radio, use of videos to bring to life the fluctuating prices in vegetable markets helped the idea gain traction and SMS with money back demonstrated Rohan’s brand promise.”

     

  • HDFC Ergo aims to reach out to its consumers and communicate the importance of renewing their two-wheeler motor insurance

    HDFC Ergo entrusts LinTeractive with digital mandate for auto insurance campaign

    By A Correspondent

     

    HDFC Ergo General Insurance Company has appointed LinTeractive, the digital agency of Mullen Lowe Lintas Group, to put together a digital campaign for its two-wheeler motor insurance products. Through this campaign, HDFC Ergo aims to reach out to its consumers and communicate the importance of renewing its two-wheeler motor insurance.

     

    Speaking about the partnership, Mehmood Mansoori – Member of Executive Management and Group Head, HDFC Ergo General Insurance Company said, “Renewal of the two wheeler insurance policy does not take priority in the consumers mind, making it a low involvement category. The owner is more likely to forget this crucial requirement and leave it for the last moment. We look forward to working with LinTeractive and put out an exciting campaign which will innovatively push two wheeler owners to not miss the renewal of the policy.”

     

    Vikas Mehta

    Commenting on the win, Vikas Mehta, Group CMO and President – Marketing Services, Mullen Lowe Lintas Group said: “Buying two-wheeler insurance is mandatory in India. While that makes the category large, it also makes it somewhat commoditised. The task to differentiate a brand like HDFC Ergo, in a commoditized category, is both challenging and exciting. I loved the fact that they believe in a ‘digital-first’ approach and happy that they chose LinTeractive to make it happen.”

     

     

     

    Sumanta Ganguly

    Added Sumanta Ganguly, Executive Vice President, LinTeractive: “It’s rare that a campaign idea from a pitch meeting is also the campaign you end up doing, and HDFC Ergo was one such pitch. We are delighted to be working on this brand and the task of changing category codes of auto insurance.”

     

  • The communication work for the brand is already underway and would be unveiled across all popular online and offline platforms soon

    Delhi offices of Lowe Lintas & LinTeractive bag new biz mandate of India Gate Basmati Rice

    By A Correspondent

     

    The MullenLowe Lintas Group has been mandated to offer its creative and digital services to rice brand India Gate Basmati Rice. While Lowe Lintas Delhi will handle the creative services for the brand, LinTeractive will work towards offering core digital capabilities.

     

    The multi-agency pitch saw participation from a host of agencies who were edged out by the Delhi offices of Lowe Lintas and LinTeractive for their conviction of offering the client an effective creative approach that would lead to high ROI for the brand. The duo would work towards making India Gate Basmati a household name that all can count on and consume with pride.

     

    India Gate Basmati Rice is part of KRBL Limited, which is a 120-year-old firm dealing in branded basmati rice. Commenting on the association with the two divisions of MullenLowe Lintas Group, Ayush Gupta, Marketing Head, KRBL Limited said: “We have decided to associate ourselves with Lowe Lintas Delhi, which is currently the top creative agency in the world as per Warc 2016, and also LinTeractive as we saw immense promise in their plan for our brand. Our decision was based on the agency’s reputation for delivering the highest ROI to its clients with their creative effectiveness and problem-solving attitude. We are confident that India Gate Basmati Rice will become a household name in the coming months and be a highly preferred option for consumers throughout the country.”

     

    On winning the new mandate, Naveen Gaur, President, Lowe Lintas Delhi said: “Rice consumption seems to be a popular trait that most consumers enjoy in the country. We are excited with the core idea that we have drawn up for the brand and hope to see it scale even greater heights going forward.”

     

    Adding his views, Sumanta Ganguly, EVP-LinTeractive said, “We believe it’s a great opportunity to use content as a key differentiator to deliver consistent engagement in today’s ever trending digital media environment.”

     

  • The two divisions will collaborate and work as a seamless on and offline team and partner HouseFull

    HouseFull appoints Lowe Lintas & LinTeractive Delhi as its agency partners

    By A Correspondent

     

    HouseFull, a furniture brand with strong online presence, has awarded its agency mandate to two divisions of the MullenLowe Lintas Group. Lowe Lintas Delhi takes on the creative agency role for HouseFull, while LinTeractive Delhi takes on digital marketing. The two divisions will collaborate and work as a seamless on and offline team and partner HouseFull.

     

    With over a decade of expertise in making furniture, HouseFull has helped numerous customers in making their homes more aesthetic and beautiful. Their designs are not just desirable but have an international feel as well. Their products are known for undisputed durability and quality, offered at a compelling price.

     

    Akshay Chaturvedi

    Commenting on the appointment, Akshay Chaturvedi – CEO, HouseFull said, “We welcome Lowe Lintas & LinTeractive as our brand partners for HouseFull. We were really impressed with their holistic thinking that went beyond the conventional approach. The thing about Lowe Lintas is that apart from a fantastic creative sense, they possess a sharp business acumen which is strategically superior to its peers. This is important for a brand like ours which has aggressive plans and wants to have a nimble startup-like culture with an eye on a rapid scale-up.”

     

     

    Naveen Gaur

    On winning the new mandate, Naveen Gaur, President, Lowe Lintas Delhi said, “We are thrilled to win the communications mandate for a brand like HouseFull, which has taken it upon themselves to be extremely aggressive challengers in the highly competitive sector of online furniture and home decor. We at Lowe Lintas, will bring to the table, our sharp and insightful understanding of the e-commerce business along with the emerging modern Indian buyer. What makes it special is that we managed to win the mandate for both above-the-line as well as digital communication. We approached the problem in an integrated manner, with a motley crew of our folks from different specializations and the results are extremely encouraging to say the very least.”

     

    Sumanta Ganguly, EVP – LinTeractive added, “We see a great opportunity in HouseFull to win category conversations through our platform thinking and creative approach. A category that is today in a hyper-competitive state requires not just creative thinking but also focus on pushing the right interactions on the platform.”

     

     

  • After a multi-agency pitch that saw leading national agencies compete, L&T chose LinTeractive as its digital partner

    L&T appoints LinTeractive as digital marketing agency

    By A Correspondent

     

    Lin Teractive, the digital division of Mullen Lowe Lintas Group has bagged the mandate for digital marketing of L&T across all its businesses, including performance media buys.

     

    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.

     

    Deepak Morada

    Commenting on the appointment, Deepak Morada, Vice President Corporate Brand Management & Communications at L&T 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.”

     

    Sumanta Ganguly

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

     

    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.”

     

    Vikas Mehta

    On partnering L&T, Vikas Mehta, Group CMO & President – Marketing Services, MullenLowe Lintas Group 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.”

     

  • The mobile app is designed to deliver real-time information on dengue and malaria based on the user's location at vulnerable places

    Godrej HIT & LinTeractive unveil ‘Track the Bite’ App on occasion of World Mosquito Day

    By A Correspondent

     

    Over the years, Godrej HIT has been at the forefront in building awareness against pest borne diseases through its ‘Kill Pests Kill Diseases’ campaign. Driving the initiative in a big way for Godrej HIT is its variant – Kala HIT that has executed many successful education campaigns through media and on-ground activations to fight diseases like dengue and malaria.

     

    It is a well-established fact that diseases like dengue and malaria claim thousands of lives globally every year. In fact several institutions and brands have been constantly sensitizing people on the measures that need to be taken by spreading the message through mass media vehicles. But despite such investments, Godrej HIT realized that intense media clutter and noise in traditional media channels has made people indifferent (it often becomes a blind spot) even to such critical messages. However, if such messages are designed to address a specific need, people are far more receptive. Godrej HIT decided to draw people’s attention by causing a disruption in the communication by using a tech intervention that solves a specific need.

     

    An idea of developing a mobile app called ‘HIT – Track the Bite’ was thus born. Developed by LinTeractive, the digital arm of Mullen Lowe Lintas Group, the mobile app is designed to deliver real-time information on dengue and malaria based on the user’s location at vulnerable places. Timely and personalized messages provided on the app leads to higher engagement and persuades people to take effective action against dengue & malaria. Rapid awareness also builds up if information is available and sharable in one click. HIT – Track the Bite mobile app is the perfect solution. With app features like easy share, users can push information with their family and friends at the click of a button, which is a must for boosting organic reach.

     

    Godrej HIT would be running a special drive that would kick off on August 20th – World Mosquito Day to create heightened awareness around the need to download the app. The app is available for download on Google Play store for Android users (http://bit.ly/TrackTheBite). It will be launched on the iOS platform soon. The brand would be running an app download campaign on the day on Twitter where it will trend under the hashtag #HarKoneMeinDanger. This would help in driving more app downloads and also create buzz about the impending risks arising due to dengue and malaria.

     

    Sunil Kataria

    Sharing his thoughts on the new initiative undertaken by Godrej HIT, Sunil Kataria, Business Head India and SAARC, Godrej Consumer Products said, “As a category leader Kala HIT has always led the fight from the front against dengue and malaria by educating people about this threat. This has been achieved through innovative campaigns under “Kill pests Kill diseases” like sand art activity on beaches of Chennai and Puri last year. This year on the occasion of World Mosquito Day, we are unveiling HIT – Track the Bite App, a latest initiative on our mission to provide real time information to people. We are hoping that this information will empower people to fight the threat of dengue and malaria.”

     

    Adding further he said, “Taking our fight against mosquitoes a step further, HIT intends to reach out to every citizen in the country sensitizing them about the threat of dengue or malaria through a technological disruption. HIT-Track the Bite is one-of-a-kind mobile app that intuitively provides real-time information on the threat levels to users basis their location. The app also provides precautionary measures required to remain safe. Spreading this information is critical and thus the app has a built-in feature that allows users also to alert their family and friends at the click of a button.”

     

    According to Kataria, Kala HIT would be embarking on a 4000 plus kilometers drive starting from the national capital – Delhi with the objective of educating people about dengue. On its way to Bangalore, the HIT van will cover more than 20 cities and demonstrate how HIT – Track the Bite app can help them be informed and be safe from dengue and malaria.

     

    Some of the highlights of the app include:

    • It provides real time updates to users on dengue & malaria news in their locality
    • The app tracks internet sources for any published news in India on dengue and malaria
    • Users can check the threat levels in any part of the country by entering a particular location
    • It provides a list of potential risk areas for malaria and dengue in the country
    • Easy share features enable users to inform family and friends in any part of the country
    • Gives power to the user to report mosquito infestation in a particular locality
    • Lists important safety tips to take necessary precautions

     

    Sumanta Ganguly

    Sumanta Ganguly, Senior VP – Lin Teractive said, “HIT — Track the Bite app is an offering that is unique in its approach. It’s the first of its kind that takes safety and precaution to the next level on the digital platform.”

     

     

     

    Gauri Joshi

    Sharing her views on developing the app, Gauri Joshi, Unit Creative Director, LinTeractive said, “Our vision to create a unique app that protects users from the ever-present risk of dengue and malaria has finally been realized. Given the increase in smartphone penetration, we are confident that the users will download and discover the many benefits that the app offers. With the app, users can stay informed and keep their near and dear ones safe from these diseases.”

     

  • Paul Dueman named Planning head; Gauri Joshi and Sumanta Ganguly join as Creative and Business heads

    LinTeractive announces national leadership team

    By A Correspondent

     

    LinTeractive Leadership team- L-R- Sumanta Ganguly, Gauri Joshi and Paul Dueman

    LinTeractive, the fast-growing digital division of Lowe Lintas + Partners has taken another major step as it named its leadership team in India.The three-member leadership team comprising of a business, strategy and creative head each, will drive the digital business for the group and will be supported by the IPG agency Interactive Avenues as its fulfillment partner. The trio includes Paul Dueman, who’s been with the agency for some time now, and features two new additions – Gauri Joshi and Sumanta Ganguly. The leadership team will report to Vikas Mehta – CMO, Lowe Lintas + Partners and Country Head, LinTeractive.

     

    Announcing the leadership team, Mehta said, “Just a few months ago, LinTeractive was merely a plan on paper. We set out to build a digital agency that was different on two counts. First, we see ourselves as not just a digital agency, but an ‘agency for the digitized world’. And second, our belief that ideas are at their best, when they work seamlessly ‘on and offline’. Paul has been an excellent partner in driving this approach and we’ve seen great traction among clients. Both Sumanta and Gauri are exciting additions to the team bringing in serious depth on domain expertise. I am confident that this leadership-trio will step up the gas and further fuel the momentum we’re seeing with LinTeractive.”

     

    Paul Dueman has been named Head of strategic and engagement planning. His careerspans over 18 years with 14 of them, spent in digital marketing and technology development. He has been a part of Lowe Lintas + Partners for nearly 5 years in two stints. Sharing his thoughts on the leadership role, Dueman said: “It continues to be a rewarding experience for me at LinTeractive. The go to market support of Interactive Avenues gives us a bigger canvas to shape our ideas and deliver far more value. Additionally, the synergized working with teams across the board internally – from PR, to Healthcare, Activation and Advertising makes me feel like a kid in a candy store. It’s a digital glut-fest at Lowe Lintas + Partners and I’m definitely not on a diet.”

     

    The two new appointments include Sumanta Ganguly, who joins LinTeractive as Senior Vice President and will be taking on the role of business head. Ganguly’sresponsibility would include partnering clients to craft out ‘digital first’ communication strategies and creating a digital roadmap for some of the top brands in the country.

     

    Sharing his views on joining the agency, Ganguly said, “I am excited to join an agency that has a ‘seat at the table’ with some of the largest brands in the country. Coupled with creative, planning & content capabilities it is a potent mix to build great partnerships with brands who want to lead in today’s social and digital service offering.”

     

    Joining Dueman and Ganguly in the trio would be Gauri Joshi who joins LinTeractive after being a Hungama old-timer. As Unit Creative Director, Joshi will be heading LinTeractive’s creative function providing digitally driven creative solutions.

     

    Adding her views, Gauri Joshi said, “I am delighted to be a part of the team at LinTeractive. As a group, Lowe Lintas + Partners has etched out a truly robust and integrated vision for LinTeractive, which I believe is the best way forward for brands as well as digital on the whole.”